Research On Optimization Of Marketing Channels Of Pesticides In BAP China

As an old Chinese saying goes,"Food is the paramount necessity of the people while food safety is the top priority." With the rapid development of China's economy,great changes have taken place in Chinese people's life.As a result,they have gradually focused more on high-quality fruits and vegetables in their daily life.As is known to all,efficient pesticides of low toxicity and residue are indispensable in producing these high-quality fruits and vegetables.Being in line with this trend,the products of foreign pesticide enterprises have ushered in great development in the Chinese market and gradually become the mainstream in the past 10 years,owing to which their market share of products has even reached the highest------more than 40 percent in China.However,the introduction of the plan “zero growth” in pesticide,stricter environmental protection,the dramatic climate change in recent years and the poor crop harvest have made their pesticide sales faced with an unprecedented cold winter.In China's market,most pesticides are competitive but can be replaced by each other because of serious homogenization,resulting in confusion in the price system,overstocking of products and increasing complaints from channels at all levels.One of the important reasons is that some disadvantages of the development of traditional pesticide marketing channels have been gradually revealed.These disadvantages have become a great barrier to the development of the current pesticide market.Therefore,this paper,based on the present situation and problems of the marketing channels of BAP pesticide products in China,puts forward some optimization schemes.Meanwhile,it also brings forward some specific measures to ensure the sustainable development of BAP pesticide products in the Chinese market.In addition,this paper replicates and popularizes the successful experience gained after the optimization of the marketing channels in the industry in order to provide some innovative ideas on marketing and management for the development of the pesticide industry.With marketing channels of BAP pesticide products in China as the subject,this paper will carry out the research on its optimization by adopting the methods of literature research,theoretical research,case analysis,investigation and interview and so on to provide reference for the achievement of BAP pesticide products' leading sales in China.In order to make the following research more accurate and effective,first of all,it will begin with the basic concept---clarifying the definition of marketing channels and pesticide commodity---and explain the commonness and differences with other commodities in marketing channels.Then the relevant theories of marketing channels,like its structure,type,the selection of dealers and related incentive as well as its conflict management,will be brought in.At the same time,in combination with the latest research situation of channel structure,channel behavior and channel relationship at home and abroad,this paper provides a theoretical basis for the follow-up research.On the basis of all these,the paper adopts some analytical methods such as PEST analysis,Porter five-force model and SWOT analysis to provide the environment support for identifying the marketing channel problems of BAP pesticide products in China.Through the analysis of its present situation,it draws the conclusion that the problems lies in the structure and management of the marketing channels,such as the low coverage of the product retailers,the low loyalty of the channel dealers,the increase in channel conflicts,etc.and in the meantime reveals the main causes of the problem------the unreasonable structure design of the channel,the lack of scientific criteria in the selection of channel dealers,the failure of the incentive strategy of the channel,the insufficient coordination of the manufacturer strategy and the failure of the channel management.Based on all mentioned above,this paper will concentrate on the two major points: the optimization of the design and management of the marketing channel,which mainly include the optimization of the channel structure,the selection criteria of channel dealers,the incentive policy of channel dealers,the channel management system and the introduction of channel management talents.To ensure that the five aspects can come into use effectively,this paper will put forward three measures to ensure it,such as promoting "the value integration between manufacturers and dealers" in each province step by step.Finally,the paper comes to the conclusion and looks forward to the promising future of BAP pesticide products in China.Besides,it also points out the shortcomings of some quantitative analysis and other aspects and the need for further demonstration.