Optimization Strategies JH Agricultural Marketing Channels

The times is the marketing channel competition time. So, the fertilizer enterprisesalso gradually pay attention to the importance of marketing channel. Now, there aremore than1000fertilizer enterprises in our country. Some enterprises have their ownmarketing channels, and some enterprises build their marketing channel with thestrategic alliance of their distributors. In different development stages, enterprises needto build different marketing channels to meet various demands. In the fertilizer market,the situation is saturation of nitrogenous fertilizer，excess of phosphate fertilizer andabsence of potash fertilizer saturation excess. According to this, market of urea andcompound fertilizer becomes more competitive. At the same time，by the influence ofthe international financial crisis，the fertilizer market appeared depressed phenomenon，which brings fertilizer enterprise management the huge impact. The competition inenterprise’s marketing channels is more intense. In this situation，how to continue in theoriginal market gain a firm foothold and open up new markets to increase influence is aproblem worthy of study.Based on the review of China fertilizer industry development and circulationreform process of fertilizer market in our country, analyze the present situation offertilizer market and then compare different modes of existing marketing channel. Next,according to development situation, fertilizer products and marketing channel presentsituation of JH company, use the Potter five forces model and SWOT analysis methodto analyze the competitiveness of JH company in fertilizer industry respectively. Finally,based on these analysis, the corresponding optimization of JH company’s marketingchannels strategies is put forward. This article is based on the investigation of its market.It has some of the objectivity, and, to some extent, can guide the optimization of JHcompany’s marketing channels strategies. And at the same time, it also have someinfluence on marketing channels strategies in the same industry.