Study On Marketing Channel Innovation For Inner Mongolia Mengniu Dairy (Group) Co., Ltd

Marketing channel is the basic elements of marketing mix, which is the bridge to connect the enterprise and the market, the medium of the communication between products and customers, and the channel to achieve customer value and enterprise value. With the formation of the world market and the world's factory, the problems which about product homogeneity and profit equality and promotion similarity have become more and more prominent. It is too difficult to obtain the sustainable competitive advantage which just using the strategies of product, price and promotion and so on. It makes the channel construction and channel innovation management become the focus of marketing management.Inner Mongolia Mengniu Dairy (Group) Co., Ltd. (hereinafter referred to as Mengniu Dairy Company, Mengniu Dairy, Mengniu) was found in August 1999. After decades of development, it has become the first domestic dairy enterprise which the income over＄30 billion, the overall market share of the dairy industry has become the NO.1 in China, it has achieved impressive results. In the next 10 years, the dairy market in China will continue to maintain high growth, the competition will become fiercer. In the process of coping with competition, especially international competition, Mengniu revealed a series of problems in the marketing channel. The function and the pattern of the channel, the structure of business processes and the control system are urgently to innovation.According to the above-mentioned background, the paper provided the ideas and programs for the innovation of Mengniu's marketing channel by discussing the related theories of marketing channel innovation. In the study, the paper first explained the related theories about marketing channel innovation, explored the guiding role of innovation theory in marketing channel innovation, proposed the concept of marketing channel innovation and the main innovation dimension. Next, the paper researched the development of Mengniu Dairy Company, focused on analyzing the status of Mengniu's marketing channel, effectively identified the existing problems in the main channels. On this basis, the paper applied the market life cycle theory and SCPR industry analysis model, combined with the company's green strategy, analyzed the motivation of Mengniu Dairy Company's marketing channel innovation, and proposed the necessity and urgency of marketing channel innovation. Meanwhile, the paper analyzed the internal and external conditions of Mengniu Dairy Company to carry out marketing channel innovation, provided the fundamental basis for marketing channel innovation's solutions.The main part of the article proposed the overall conception of the Mengniu Dairy Company's marketing channel innovation(the basic goal and the innovative route planning of marketing channel innovation), and combined with the new general idea of marketing channel innovation, designed the Mengniu Dairy Company's marketing channel and the daily management mechanism from the marketing channel mode selection, marketing channel structure designing, marketing channel business flow and the marketing channel control system and so on.The innovation points of this paper are defining the concept and characteristic of channel management, and proposed the overall vision and innovation focus for Mengniu's marketing channel innovation.