K Company Frozen Food Channel Integration Research

Since the marketing channel becomes more flat, unique, electronic and members having more common interests, it will change from pure trading pattern to the pattern which is completely integrated and systematic inevitable.Thus it requires channel members to creat more methods of management unceasingly to integrate and coordinate the efficiency of marketing channels in order to build its core competencies and competitive advantages. Therefore, the enterprises should make the best use of the circumstances and plan ahead according to their own pace of the development. From the strategic perspectives of dynamic and forward-looking, the enterprises should integrate channel resources comprehensively and construct their own channel mode in response to the challenges established by the retail terminal, then improve the efficiency and safeguard the stability of the marketing channel.As an industry which is closely linked with people’s daily life, quick-frozen industry has sprung up in recent years, because of the rapid development of economy, the increasement of consumers’ disposable income, the changes in life style of urban and rural residents, the popularization of microwave oven and refrigerator, the improvement of production and packaging and the establishment and polishment of cold chain. But so far, most of the quick-frozen enterprises still use the traditional channel mode, they severely competing with each other. However, some super terminal such as Wal-mart, Carrefour, Hualian and so on are try to take full advantage of their channel influence and the grasp on consumers’ behavior, through all kinds of means to control manufacturers and gain more profits which has caused channel conflicts and contradictions in quick-frozen market currently. Therefore, trade integration implement and channel control is an effective path to acquire high profits and promote competitive advantages of quick-frozen enterprises.Based on the marketing channel integration in quick-frozen industry as the research object, this article takes the research technique which the theoretical analysis and the case analysis unifies. On the basis of summary of domestic and foreign related marketing channel integration research and on-the-spot investigation, combining with the present situation and problems in channel management of company K, this article proposes the necessity of channel integration implement of company K and puts forward relevant countermeasures and suggestions according to company K’s advantages, including the ideas and principles, the influence factors, the integration model selection, path and strategy of marketing channel integration. In order to achieve the purpose of total channel control and channel efficiency ascension.According to the research from company K, this article can also provide reference and guidelines to other enterprises which are similar to quick-frozen enterprise in integration, hope it can make some contribution to the development of China’s quick-frozen industry.