Research On Marketing Channels Of Yunnan HH Seed Company

After China’s entry into WTO,foreign seed giants are pouring into China’s seed market,and competing with domestic seed businesses in the marketing mode of variety,market and channel.The competition of seed industry in the future will be competition between varieties and marketing channels.The seed market of our country is reformed on the basis of the marketing channel under the original planned economy system,so the time is lagging behind for many years.Facing the cruel competition,the domestic seed companies have to accelerate the pace of development,and accelerate the establishment of their marketing channels,so as to correspond to the increasingly fierce market changes.Generally speaking,there is still a big gap between domestic seed companies and multinational companies in terms of scale,capital and brand competition.How to get a place in fierce competition is a pressing problem for domestic seed businesses.The marketing channel of Yunnan HH seed companies have emerged package varieties,dumping,unfair competition,marketing channels,marketing channels of bloated structure instability,unreasonable structure of marketing channels can not effectively control the sales channels,Cuanhuo phenomenon,the company does not trust dealers and other phenomena,combined with the actual situation in Yunnan and HH seed company,respectively from the macro the external environment and the internal environment of the micro analysis of the factors affecting the marketing channel of HH seed company.Faced with fierce competition,HH seed company must establish a suitable marketing channel for its own businesses,and effective management and control system is an important way to solve the existing problems of seed companies’ marketing channels.Based on the analysis of marketing channel theory and marketing environment,based on the actual situation of HH seed company,this paper puts forward the improvement principles and improvement strategies of seed marketing channel,andanalyzes the current situation and existing problems of marketing channel of HH seed company.Analysis HH seed company marketing channel status and existing problems and reasons.On the basis of summarizing the marketing channel of HH seed company,we systematically analyze the factors that influence the marketing channel of HH seed company from the aspects of asking questions,analyzing problems and solving problems.Using marketing channel theory,this paper discusses the construction and management method of marketing channel of HH seed company,and provides a way for other seed businesses to establish and improve existing marketing channels.This article is divided into six chapters:The first chapter is the introduction,which introduces the background,ideas and methods of this study.The second chapter is the theoretical basis,mainly introducing the basic theory of marketing and marketing channels.The third chapter is the current situation of the development of seed industry at home and abroad and the problems in the marketing mode of seed company.The fourth chapter affects the analysis of the factors of the marketing model of Yunnan HH seed company.The problems of concentration is relatively low,China’s seed industry funds affected by inadequate investment in scientific research,seed companies,small scale,weak strength,poor competitiveness,marketing channel structure bloated,marketing channel is not stable,it is difficult to effectively control the sales channels,abnormal phenomenon is serious,multi-layer structure impede efficiency,manufacturers can not get effective sales policy the implementation of operation,the cost of domestic seed companies,analysis of the problems,seed company(industry)SWOT analysis.The fifth chapter is about the improvement and innovation of marketing mode of HH seed company in Yunnan.It adopts different innovation strategies,price innovation strategy,channel innovation strategy and promotion policy respectively.The focus is to improve the channel,mainly: first,to select partners correctly and to improve channel dependence.Two the rational use of relationship marketing and experiential marketing.Three strengthen the company’s cultural propaganda and enhance the cohesiveness of the marketing team.Four establish a partnership ofchannel members.Five establish the marketing mode of compound channel.Six agricultural integration(seed,pesticide,chemical fertilizer).The seven seed industry Internet plus marketing.The seed industry Internet plus marketing mode,in the Internet application providers to seed marketing,characteristics of seed market is the market pattern of messy,vast territory,it is difficult to achieve effective coverage network and customer service service,market management is difficult,the overall consumer a huge space for development,but the individual consumer market development ability is limited,high cost,high logistics costs.The product cycle is longer,the breakage rate of serious,brand awareness has been strengthened,but the brand loyalty is not high.The mission determines the strategy,the strategic decision structure,and the structure of the decisiSeed industry is the most important link in the agricultural industry chain.With the promulgation and implementation of the "People’s Republic of China Seed Law",the production and operation of crop seeds in China has entered the market operation track,and the market competition is becoming increasingly fierce.Some commercial marketing modes have been gradually applied to the seed sales link,so seed marketing has been made.In the marketing of seed industry,promotion strategy is a necessary means for the seed companies to gain profit and establish a brand.