Optimization Strategy Of QL Company’s Corn Seed Marketing Channels

After China joined the WTO in 2003,the seed industry,which was previously protected by the state,was gradually opened to the outside world,and international seed industry giants have entered Chinese seed industry market one after another.Domestically,relying on traditional corn breeding technology to increase yield has entered a bottleneck period,and the homogeneity of products of various companies has become increasingly serious.The entry of foreign seed industry giants and the homogenization of products have made the competition in Chinese seed market more intense.In such a market environment,it is difficult for enterprises to gain competitive advantages in the market by relying on product differences.The role of channels is particularly important.This paper takes QL Company,a large seed enterprise in Henan Province as the research object,in order to solve the problems existing in QL Company’s current corn seed marketing channels,firstly by sorting out the theories about marketing channels at domestic and foreign,and has a certain understanding of the current channel research status.Then,by consulting relevant policies,regulations and industry reports,the PEST model is used to analyze the macro environment in which QL is located,and the Porter’s Five Forces model is used to analyze the industry competition environment in which QL is located.a preliminary understanding.Afterwards,I went to the sales front line with QL’s marketing staff to conduct inspections and interviews with them.After sorting out the interview content and research records,a record of more than 8,000 words was formed.Finally,it is concluded that QL’s corn seed marketing channel has the following problems:first,the marketing channel is single and the level is too long;second,the channel information transmission efficiency is low;third,the channel membership is loose,and the company has insufficient control over the channel;fourth,aftersales service lack.Then,guided by the channel theory,based on the reality of QL,and based on the industry’s leading enterprises,combined with the current situation and future development trends of the industry,an optimization plan for QL’s marketing channels is proposed.The first is to flatten the pyramid-shaped channel model.At the same time,it established network marketing channels,and innovatively proposed a model for the integration and development of offline channels and online channels.In order to ensure the smooth operation of the optimized channel,this paper puts forward corresponding safeguard measures in the aspects of organizational management,customer service,human resources and financial resources.Through the optimized design of QL company’s channel,this paper is expected to help QL organizational management,customer service,human resources and financial resources.Through the optimized design of QL company’s channel,this paper is expected to help QL company get out of the channel predicament and gain a competitive advantage.Since the channel model of most domestic seed companies is basically the same as that of QL company,this study can also provide reference for other seed companies facing the same problem.