Analysis Of The Marketing Channels Of Liaocheng KB Fresh Fruit Company

Marketing channel is an important external resource directly related to the survival and development of the enterprise.Marketing channel management and control work is also an important part of the daily operation and management of the enterprise.Its operational efficiency is directly related to the business level of the enterprise.It can be said that it is scientific and effective.The channel strategy is an important way to expand the market influence and market share of the enterprise and even promote the healthy development of the company.Therefore,it is of great significance for the development of enterprises to formulate scientific and effective marketing strategies,create perfect and scientific marketing channels,reduce channel operating costs,and promote the efficiency of marketing channels.Based on the modern marketing channel management theory,this paper discusses the specific problems of the marketing channel of Liaocheng KB Fresh Fruit Company.First of all,in the first chapter of this paper,the background,research significance,research status,main research methods and research ideas of the topic are expounded.The second chapter elaborates and evaluates the relevant theories to be used in this thesis.Provide a theoretical basis.Relevant theories mainly include the concept of marketing channels,roles and channel members,and related analysis tools involved in this paper.Third,in the third chapter,the internal and external main environmental factors of the marketing channel construction of Liaocheng KB Fruit and Vegetable Fresh Fruit Company are analyzed.The external environment analysis mainly includes the macro environment PEST analysis and the comprehensive evaluation of opportunities and threats.When analyzing the internal environment,first introduce Liaocheng KB students.Vegetable fresh fruit company profiles and products,and then conduct market surveys of various marketing channels.Fourth,in order to ensure the effective operation of marketing channels,KB Fruit and Vegetable Company should adopt scientific management of marketing channels.In the fourth chapter,the main mode of the marketing channel is introduced to introduce the current situation of the marketing channel of Liaocheng KB Fruit and Vegetable Fresh Fruit Company.The main problems of the marketing channel of Liaocheng KB Fruit and Vegetable Fresh Fruit Company are analyzed in combination with the current situation of the company,and then the reasons for the problems arising from the marketing channel are analyzed.The fifth chapter is aimed at the problems existing in the company's marketing channels,combined with the optimization objectives and design schemes of the marketing channels,and gives the design ideas and construction plans of the marketing channels of Liaocheng KB Fruit and Vegetable Fresh Fruit Company.It mainly adopts the mechanism of win-win cooperation between channel members,corrects the company's marketing channel model,and accelerates the innovation of marketing channel model.Then put forward a construction plan to develop the integration of production and marketing of fresh fruits and vegetables,strengthen channel management,increase channel control,greatly invest in scientific research,enrich the structure of agricultural products,increase brand influence,form marketing teams,promote online and offline marketing channels diversification,and develop rural professional cooperatives.Through the scientific marketing theory and channel performance mechanism,reasonably determine channel members,strengthen marketing channel management,ensure that the company's marketing strategy is in line with the current economic market situation.Finally,this paper combines the current development situation and prospects of the fresh fruit market,and puts forward corresponding opinions and views on the company's marketing channel selection and marketing channel management.It is hoped that the company can improve the marketing channel management,improve the marketing channel operation efficiency,and lay a solid foundation.The theoretical basis also provides experience for other domestic agricultural products companies to solve problems in marketing channels.