Research Of Vegetable Seed Enterprise Marketing Channel Of Taigu County Based On The SWOT Analysis Method

"Agricultural species for the first", the seed is the most basic and important means of production. China is one of countries who need seeds most. And the seeds market has developed in a high speed to become the world's second largest seed market of china following the United States. Currently Taigu has nearly 100 vegetable seed Companies,9 of which own more than 5 million of the registered capital and more than 30 of which have more than 2 million of the registered capital. This showed a great potential of the development of vegetable seed industry in Taigu county.Since the implementation of the Seed Law, both the vegetable seed industry and vegetable seed enterprises in Taigu County have gained a rapid development, while the competition vegetable seed enterprises has changed from the simple competition between companies to the competitions in the marketing channels and seed varieties. Based on the field research on 98 vegetable seed companies in the form of investigation report, this paper analyzes the current problems urgently to be solved in the development process of the marketing channels for vegetable seed enterprises in Taigu County:Channels members do not have enough enthusiasm, making the seed companies less competitive; the low qualities of the employees in the seed companies and incomplete after-sales service system have made the terminals of the seed companies too weak. Based on the analysis of the existing problems, this paper takes example of Xinke Vegetable Seed Company in Taigu County, uses the swot analysis method, by integrating the internal environment and external resources of the vegetable seed company, this paper proposes advice on how the vegetable seed enterprises in Taigu County could gain a development and growth and improve the existing marketing channels under the big environment with severe competition between international vegetable seed enterprises and the promulgation&implementation of "new seed policies":Pay more attention to marketing channel management, establish an emergency mechanism, follow the principle of channel flow, improve the marketing channels of Taigu county vegetable seeds, have the marketing channels play a role in their own so as to better promote the healthy, rapid and effective development of vegetable seed industry in Taigu County.