Research On Marketing Channel Innovation Strategy Of Gansu Rare Earth Company

In February2012, the Ministry of Industry and Information Technology released the new material industry "Twelfth Five-Year Plan", China’s rare earth industry has entered a new stage of development. Nowadays, market competition has become cruel, the traditional marketing channel has not meet the demand of the development of China’s rare earth enterprises, the innovation of the marketing channel has become the key point of the rare earth enterprises’marketing work.This paper has studied the innovation of the marketing channel of Gansu Rare Earth Company. Based on the existing marketing channel of Gansu Rare Earth Company, the paper figures out the problems of the company’s marketing channels, according to the problems, combining the marketing theory and the actual situation of Gansu Rare Earth Company, the thesis puts forward the marketing channel innovation strategy, and through the future construction and operation of Gansu Rare Earth Company’s marketing center, it studies the strategy of the implementation of the process.According to the thesis, improving customer demand as the guidance of the marketing channel system, enhancing the enterprise market competitive ability, improving the brand awareness of enterprise, are essential conditions for the healthy fast sustainable development of enterprise. Constructing marketing center, based on innovation channel strategy, is the preconditions for enterprise to obtain market advantage, so enterprises, including rare earth companies, need to work hard on it.The research of this paper has a guiding significance for Gansu Rare Earth Company, and has a certain reference value for the rare earth industry.