Research On Marketing Channel Management Optimization Of Ningxia XingTang Rice Industry

my country is the world’s largest country in terms of population,as well as the world’s largest rice producer and consumer.Rice,as the main food of the Chinese people,its sales channels have developed from the traditional circulation,catering,and large supermarkets to multi-channels.New channels are constantly emerging,especially with the rise and development of the Internet and the upgrading of social consumption.Consumers also have more new choices in how they buy.Due to the regional characteristics of the rice processing industry,the competition pattern of the rice industry is divided into two parts,one is the fierce competition between small and medium-scale rice processing enterprises in the low-end market,and the other is the regional dominant brands in the mid-to-high-end market and the national Fierce competition among sex brands.Therefore,under the current competition in China’s rice industry,the optimization of marketing channels is one of the ways to achieve high market share.This paper takes Ningxia Xingtang Rice Industry Group Co.,Ltd.as the research object,sorts out the relevant literature and materials of domestic and foreign channels,and uses case analysis,literature research,data research and other methods in the research process to analyze the current status of Xingtang Rice Industry,macroscopic The environment,advantages and disadvantages and opportunities and threats were analyzed,and the channels were researched through interviews and questionnaires,and the targeted analysis was carried out from the aspects of channel strategy,channel structure,channel design,and channel management to find out the channel management of Xingtang Rice Industry.problems,and put forward corresponding solutions according to the actual situation.The purpose is to provide help to Xingtang Rice Industry through the research of this paper,so that it can improve and perfect its marketing channels,increase the sales surface of its products,and help its brand development.At the same time,it also provides reference for other rice processing enterprises in channel management.