Research On The Distribution Channel Of Seeds Enterprises

Product is an enterprise's lifeline while sale is the enterprise's cornerstone. The distribution channel, as the intangible asset, is one of the most important, complicated and challenging strategic resources. Nowadays, distribution channels dominate the market and make the competition fiercer and fiercer day by day. The similarity of products, prices and promotion patterns among companies has been resulting in the decrease of marketing power. Therefore, distribution channel gradually stands for the core competitive force, which impelled many companies compete for.Farming is a country's foundation while seed is farming's lifeblood. As the most essential production material, seeds become the most important scientific carrier and starting point of value chains. Recently our economic market, scientific and technological policies and seeds enterprises are undergoing a profound and systematic revolution during the important transformative period in seeds industry. Nevertheless, under the enormous change of seeds market, on the other hand, the traditional inequitable distribution channels, such as single pattern, blocked information, high cost with low efficiency, the breakup and conflicts between production and sale, and the poor quality of sellers, etc. These serious disadvantages bottlenecked the development of seeds industry. Under such circumstances, only the distribution channels can lead companies to develop along the steady, continuous and internationalized way. Therefore it's necessary to research on seeds distribution channel.Under the guidance of the theory of distribution channel and seeds management, by surveying and analyzing the marketing environment and status of seeds companies, the thesis analyzes the problems in seeds distribution channels and finds the reasons as well as the way to solve them. What's more, on the basis of thoroughly investigation, the author make a theoretical summation on the distribution channel at every aspect, and try to make innovation for developing and managing the seed distribution channel reasonably. The main contents including: Firstly, the thesis analyzes thoroughly the marketing environment of seeds enterprises, demonstrates some micro-environment, such as supplier, marking medium, fanner, competitor and the mass; and some macro-environment, including population, economy, nature, technology politics and law, culture; and the chance and threat which caused by the marketing environment and influence seeds distribution channel.Secondly, the thesis investigates and analyzes the state of seeds enterprises, the history and development of seed industry in our country and present conditions of seed's market. By investigating and analyzing some seeds companies, especially in Anhui province, the author summed up seven traditional channel patterns. And on basis on these patterns, the author diagnosed the disadvantages and problems of distribution channel in our seeds companies after discussing and collecting expert's opinion, and draw out following conclusions: pyramidal channel systems, channel operating system is centered on agents and wholesalers, loosen trade relationship among channel members, unidirectional and multilayer channel connections, imperfect channel function, the quality of management is urgent to be improved and so on.Thirdly, according to above mentioned disadvantages of distribution channel, the author decided to take following changes for traditional channel:Optimize the traditional channel structure, build flat and thin channel system, apply diverse reconstruction strategy, facing the fierce competition bravely, move the channel center down, strengthen the management of retailing-end, build up the channel expert image, consummate the function of technological service, reinforce the logistics system construction, improve whole channel productiveness, manage distribution channel systematically. Guiding by the channel theory and seed management, the thesis expounds how to choose and encourage channel members, how to deal with retailers, and how to evaluate its members work, especially searching the status quo of channel conflicts and some measures had been taken. And then the innovational pattern of seed distribution channel is explored.By analyzing distribution channel theory and the status quo, and adopting successful experience at home and abroad, the author make a bold proposition to build up innovational seed distribution channel. According to the specific practice in Anhui Yushun seed company, the author suggest adopting four patterns as follows, the chain pattern of technology-goods service (that's, pass on the technology as well as the goods to customers at the same time), crosswise coalition pattern, association-style and graft-compatible pattern. After two years practice the company has got excellent economic and society result.