Research On Optimization Of Rice Marketing Channel Management Of Z Company

As is known to all,China is a traditional agricultural country with a large population base.Rice is the main food for the Chinese people and also the main bearing food for the world’s populous regions.With the rapid development of social economy,the demand of consumers is constantly improving.At the same time,with the rise of network channels,the competition between enterprises has become more fierce,and the related issues of marketing channels have become the key points of concern of enterprises.The company needs to deeply study and find the problems in the existing marketing channel strategy,improve and optimize the marketing channel so as to maintain sustainable development in the fierce market competition.Aiming at Z Company,this paper uses 4CS,4PS theory and other research methods,based on the relevant theories of marketing channel management,combined with questionnaire survey,employee interview and internal data of the company,analyzes the current situation of Z company’s marketing channel,starting from two aspects of the company’s structure management and personnel management.Weak online channels,the marketing channel conflict question obviously,the marketing channel member performance appraisal and incentive mechanism is not sound and so on four issues,after analyzing the reason of the problem,around these issues sorting out the integration of multiple channels,strengthen the channel member incentive mechanism,scientific selection of rice plate channel members,such as channel conflict relief optimization scheme,and the implementation of the program safeguard measures to ensure the normal implementation of marketing channel optimization.The research results of this paper,to a certain extent,can promote the future development of the company,and also provide certain reference for other peer companies in the new economic background of marketing channel optimization.