Research On The Optimization Of Marketing Channel Management Of F Seed Company

With the increasingly fierce competition of market economic activities,it is increasingly difficult for enterprises to carry out marketing activities.Especially in recent years,the agricultural market has become more and more open and free,and the competition of agricultural enterprises has become more and more fierce.Agricultural and industrial enterprises and service enterprises marketing is different,the current agricultural enterprise marketing activities mainly depends on the channel nodes connected,relatively direct way in seed enterprises still occupies a very small proportion,especially the seed enterprises as the core of the agricultural industry,to join each other channels node is particularly important.Under the background of the current rural revitalization,the traditional seed enterprises' channel extension sales mode has been increasingly unable to adapt to the current industrial pattern under the new situation.Therefore,traditional seed enterprises need to think on their own,find a breakthrough in marketing channel reform,and gain a foothold in the new wave of market economic development.Based on big sales F type seed enterprises in sichuan area as the research object,and the F in 2012-2017,marketing channel management status of development to the actual case,the structure of marketing channel management theory,behavior management theory,the efficiency of management theory to the comprehensive guidance,combined with marketing 4Cs marketing theory and the 4Rs marketing theory to the comprehensive analysis of actual cases.Found F in the process of marketing channel management,the problems of structure of marketing channel management and marketing channel management issues,and on the basis of the comprehensive macro environment factors and industry competition environment,analyzing the influencing factors of enterprise internal environment,find out F the channel management the main problems of the important reasons for the diagnosis,and guided by reason diagnosis and combining the theory of systematic channel management system framework,put forward F company should take new measures of marketing channel management.Finally,the development conclusion of F company's marketing channel management is proposed: F company should establish its channel value proposition,adopt flat channel structure design,carry out information-based channel network expansion,and improve multi-dimensional channel support.At the end of this paper,F company's channel management development is prospected.