Marketing Channel Research Of Hebi Sm Feed Co., Ltd.Company

After thirty years development of China feed industry, the market has entered a mature stage, the overall scale of production in2011ranked first in the world. Face the increasingly fierce market competition, each feed enterprises, especially small and medium-sized enterprises need to constantly feed fast to improve their core competitiveness, only in this way, cannot be eliminated by the market. The competition of the enterprises, cannot do without the marketing competition, but the traditional marketing4P, product, price, promotion of these three factors is difficult to win the comparative advantage in the fierce competition of market, only the marketing channel has its unique characteristics, because the competition is usually very difficult to in a short time to imitate. Based on this, the modern feed enterprises begin to pay attention to, pay attention to the construction of the channel and the scientific management, and even the channel construction of ascension to the corporate strategy level.In this paper, through the competition situation analysis Chinese feed industry of Hebi SM feed Limited company locates, and combining with the characteristics of Hebi SM feed Limited company of the existing flat channels and marketing channel management rules of weak, find the problem of channel design, company of the existing channel is simple, channel incentive is not perfect, the lack of channel evaluation system, and the analysis of the causes of the problems. By analysis of the causes of problems, let channel management personnel to understand the importance of channel construction, status of channel construction in the company’s overall development strategy of the company is located in, and channel strategy significance. On the basis of this, this article through the use of scientific marketing theory and channel construction, management measures, put forward close to the terminal client programs in the channel design of Hebi SM Feed Co. Ltd.(take direct marketing, the one middleman channel, network marketing and telephone marketing), the use of channel members in the selection of channel members selection methods matrix of the graph, the motivation of channel members on the proposed rebate and rebate scheme process combining with the results of the application, using the weighted average method in the channels of the assessment of the assessment plan, formulation and application of a series of similar this channel scheme, is the company establish channel system with high rate, the guarantee is feasible, scientific support the sustainable development of the company channel. Finally, on the specific safeguard measures three aspects of the company raised funds, in the channel construction of manpower and material resources for the smooth operation of the marketing channel scheme.Through the analysis and study, the actual application and the current situation, to improve the marketing channel of Hebi SM feed company, make the channel efficient and healthy operation. To further increase the market share, establish a corporate brand image, the overall strategic target finally to realize the sustainable development of the Hebi SM Feed Co. ltd..At the same time, also hope to provide reference for the small and medium-sized enterprise feed company marketing channel construction and management.