| Along with market competition tending to incandesce and product tending to homogeneity, based upon distribution theory oriented by enterprise and product, market distribution concept has worked up with distribution theory focused on customer and developed. Going with founding and perfecting of market economy system in our country, meanwhile improving of the people's standard of living, a brad-new and normative ginseng market faces to plentiful manufactory enterprise.Based upon distribution of ginseng industry, distribution strategy was researched. Product of ginseng, industry, behavior of customers, competition in the market, national policy and market potential were labored. With analyzing the competition circumstance of the ginseng product, aiming at product and distribution of the enterprise, superiority and problems were found out. In the course of making distribution strategy, status quo of distribution in enterprise was analyzed and mostly problems that impacted product distribution such as product, price, sales promotion and distribution sell were found out. It was assured that ginseng sale promotion and figure corporation brand were pivotal problems. Distribution strategy of ginseng and implementing advice were expounded and emphases goal market aimed at town was confirmed. New product strategy, price strategy, terminal sale promotion strategy and channel strategy were established and product combination strategy which prolonged product life circle was emphasized. Price discount and yielding benefit strategy oriented by cost of product were adopted. Brand distribution was aggrandized in terminal sale promotion. With making channel strategy, "shorten" and "widen" rules were put forward by using designing thought that access distribution selling. In order to guarantee the implement of distribution, advice was brought forward. Changing distribution concept was emphasized and that can realize the transformation from product distribution to brand distribution. Meanwhile distribution members' constructing and manage were emphasized.This article's research was in the background of sale status quo in Xinkaihe Corporation. Through analyzing of domestic market environment, target of product exploitation in Xinkaihe Corporation and sale strategy according with present market situation were established. Through analyzing domestic market, the third terminal exploiting strategy which is in the ascendant was researched. Meanwhile, with analyzing competition circumstance inside and outside of the product of Xinkaihe Corporation, discrepancy strategy was brought forward. The strategy was that through discussing survival crisis of brand product, essentiality in logistics charging was realized. We can choose appropriate clients and cooperate with them. This can change the embarrassed situation that brand product was in and make industry and commercial double-gain.ChapterⅠof this article focused on the research background and significance of the history of ginseng industry in Jilin Province and the ginseng industry is now facing the opportunities and challenges of doing a brief introduction and Xinkaihe for example, to find and provide hope to Xinkaihe worthwhile to learn from the company's success.ChapterⅡthe main Ginseng on the domestic marketing channel development of the industry has done a detailed account of the ginseng industry in the development of marketing channels, as well as the question of the existence of the cause of the formation of a more in depth analysis.ChapterⅢof the main sectors of the ginseng industry competition analysis and SWOT analysis Xinkaihe analysis of the competitive position of the company's market, as well as end consumers and analysis of retail personnel.ChapterⅣof ginseng through the above industries for the production of the external environment and internal environment analysis, for proposed Xinkaihe Xinkaihe company ginseng marketing mix strategy.It is hopeful that this article can help the enterprise which want to entrance the ginseng industry. |
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