Study On Dairy Products Marketing Channel Development Of Xinjiang Western Animal Husbandry Co., Ltd

At present,the concept of marketing is gradually known by the enterprise and enterprise to the attention of marketing channel is also have greatly improved,but only a few enterprises can really put the marketing channel as a strategic asset to overall design,planning and management,thus the importance of the construction of marketing channels,was ignored by many companies.But in the product homogeneity,average profit,and promotional assimilation phenomenon growing market of dairy industry,dairy products production enterprise must attach importance to channel role,through the establishment of its own channel advantages so as to realize good economic benefits.Xinjiang Western Animal Husbandry Co.,Ltd(hereinafter referred to as the Western Animal Husbandry),is a state-owned dairy products production enterprise,it has a complete dairy industry chain,dairy products processing capacity,milk base size and the quality of raw milk are among the forefront of the dairy industry in Xinjiang.At the same time,it is the only xinjiang region infant formula milk powder production license production enterprises.Western animal husbandry fresh milk processing capacity of 800 tons per day,it has advanced milk powder,room temperature milk and yogurt production lines,can produce liquid milk and milk powder whole series of products.Dairy products have been the main source of revenue for garden dairy since it acquired a 60 per cent stake in the company in 2012.However,according to the 2016 financial statement of western animal husbandry,its operating profit for the first time showed negative growth,down 28.3% year on year.The reason is that in addition to being impacted by a large number of low prices of imported milk powder in the world,the competition in the same industry is intensified.Xinjiang ximu dairy co.,LTD,a subsidiary of the company,is a new brand,and its lack of strong channel support in the process of promotion and market expansion is also a very important reason.The purpose of this paper is to have a foothold domestic dairy market actual to western animal husbandry dairy products marketing channel as the research object,based on the research of relevant theories of marketing channel,using the method of literature,case and inductive analysis,through to the western animal husbandry,dairy marketing present situation,the basic situation of the company marketing channel current situation and the analysis of marketing channel environment,it is concluded that to change the current western animal husbandry management difficulties faced by,establish its competitive advantage in the domestic dairy market,need to the expansion of the company's dairy products marketing channel as the breakthrough point,to community path as the main train of thought,And through the design of marketing channels to expand schemes and the corresponding security measures,in order to guide the western animal husbandry dairy marketing concept,establish its own channel advantages,increase its dairy products market share.