Research On The Innovation Of Domestic Marketing Channel Model Of Agriculture Production Materials Based On The Theory Of Customer Value

Marketing channel plays an important role in the course of the sale ofagricultural production materials. The innovation of Marketing channels model is theimportant content management, the innovation of marketing channels model directlyrelated to the adequacy of agricultural production enterprises competitiveness in themarket. A good marketing channel model can promote the ability of enterprises ofregulating and controlling the market, it is benefit to promote the competitivenessability and the turnover and the profits of enterprise. This article is done for the targets.Firstly this paper introduced the concept of marketing channels, followed a briefintroduction of the evolution of marketing channels of domestic agriculturalproduction materials and the main model and the main problems in domestic market.agriculture production enterprises need innovate the marketing channel from thechanges of both internal and external agriculture production enterprises environmentalconditions. In this paper, the theory of channel innovation is based on the Theory ofCustomer Value, there are three main theories about channel innovation:the Theoryof Transaction Cost, the Theory of Competitive Advantage, the Theory of Integration.Next the article analyses the satisfy of farmer and purchase psychology and purchasebehave based on the Theory of Customer Value.. It take out the improving factorswhich agriculture production materials enterprises need from the Customer Value.Based on the three innovation theories of channels and the objective requirements ofthe farmers on agriculture production material marketing channel, the paper identifiedthe targets of the channel innovation and the model of channel. which is theintegration of the two channels model:chaining channel and direct marketingchannel model. Finally, the article constructs evaluation system of integrationmarketing based on the theory of Customer Value. Then the article evaluates thesystem by Analytic Hierarchy Process and Fuzzy Synthetical Evaluation.