Research Of MH Company's Marketing Channel Design And Management

With the improvement of living standard and expansion of foreign trade, more and more import products enter Chinese market and some of these products already come into ordinary Chinese families. Salmon is one these. Because of excellent product attributes, salmon has been accepted by Chinese consumers, and market grows faster than other countries. But the marketing channel of salmon drops behind the market growth due to the market situation, and the fact negatively impacts the development of China salmon market.Base on this background, this thesis takes a Norway salmon supplier MH Company as object, explorers how to breach currently marketing channel, creates new channel model for MH in China and discusses channel design and management of the channel.The thesis firstly analyses market situation of salmon in China and MH's factors, then research marketing channel with channel theory and marketing research tools, providing design plan. Lastly, the thesis has more research about channel power and channel conflicts, and then provide some strategic solutions.