Study On The Innovation Of Xinjiang Tianrun Dairy Marketing Channel

Marketing channel is the basic elements of the marketing mix, is connected to the bridge and link of the production enterprises and the consumer market, is the platform and media of communication products, and customers, is to achieve the final passage of customer value and enterprise value. With the formation of world market and factory, product homogeneity and profit, the average, promotion of identical and so on question highlights day by day just by product, price and promotion way to gain competitive advantage is becoming increasingly difficult, which makes enterprise channel construction and channel model of innovation and management, has increasingly become the focus of enterprise marketing management.Xinjiang Tianrun dairy Limited by Share Ltd (hereinafter referred to as "Tianrun Dairy") was established in 1992, the real development is in 2009, business investment 74 million yuan completed an annual output of 10 million tons of fresh milk technological transformation project.2010 acquisition of peer brand Gary, in 2012 the implementation of an annual output of 30 thousand tons of fermented milk technology projects, in 2013 in the Shanghai Stock Exchange main board listing,2015, the day of the group of dairy industry consolidation. After nearly six years of development, the total income of more than 3.6 billion yuan business enterprises in 2015, the net profit of more than 240 million yuan, form a set of forage grass planting, dairy farming, dairy production, scientific research and development, market marketing, one of five specialized dairy enterprises and achieved good results. But in the deal with the domestic dairy market and international dairy market competition, Tianrun dairy industry as a whole is still in the initial stage of development, in terms of marketing channels exposed a series of problems, the width of the channel construction, channel function, structure, channel model and control system are urgently to be improved.In this context, in the hope that by learning the related theory of marketing channel and discussion, build a more efficient marketing channels for Tianrun dairy, Tianrun dairy marketing channel as soon as possible with the rapid development of enterprises to match. Firstly, the theory of marketing channel analysis, research Tianrun dairy development present situation, the existence of status of marketing channel focuses on the enterprise, marketing channel and the main problems. On this basis, combined with the development strategy of the enterprise and the advantages and opportunities of the enterprise, put forward the goal of enterprise marketing channel innovation, and make the design of the specific content of the enterprise marketing channel.The main part of this paper is to explore innovative Tianrun dairy marketing channels, the proposed new marketing channels to achieve the goal, to establish the process and methods of evaluation. Innovative point is that the combination of enterprise practice, a convex advantage, expand marketing channels, to provide opportunities for the rapid development of enterprises.