The Research On The Marketing Channels Of Liquid Milk Of Weiwei Group

With the reform and opening to the outside going deeper and people's living level being increased greatly, dairy products have already been people's everyday consummer goods. In recent years, dairy industry has been developing rapidly and the competition in it has become fiercer and fiercer.In addition to quality-control in the process of producing, dairy industry also needs to guarantee products quality in marketing channels.Practice proves that with quality in dairy industry tending to the same, only those enterprises which can better hold consumers and make more efforts in maketing channels can seize the market, gain the initiative and occupy the leading place in competition.So marketing channels play an important role in sale and even in competition between enterprises. Facing opponents, how the Group breaks through"the bottle", marketing chnnels, to pursue greater development is what the group must study.Based on the sale features of dairy products and the importance of marketing channels, the writer makes a systematic study on the marketing channels of Weiwei liquid milk.The paper first applys analytic hierarchy process(AHP) to analyse the operation of their present marketing channels, points out the problems in them and provides a base for their further improvement. Second, the paper studies on how to select market segment and target market in terms of products structures. And then it puts forward a frame for the marketing channels of Weiwei liquid milk and a tentative idea in respect of physical flow,finance flow,information flow. Finally, it gives some advice about the regulation of organizing structures, the control of marketing channels and innovation.The writer hopes that the paper will be able to accumulate data for the research on marketing channels in our country, offer supports in relative decision-making and offer helps for the marketing channels of other dairy enterprises.