山东生物有机肥市场分销渠道管理研究.docVIP

山东生物有机肥市场分销渠道管理研究 摘?要 随着农资经营体制的改革和供求关系由卖方市场向买方的转变, 山东生物有机肥市场 出现产品种类多,层次不齐,价格混乱,商家众多,农民无所适从的局面。? 产品同质化和买方市场的形成使生物有机肥市场竞争日趋激烈,企业若只想用广告 如何真正赢得客 此时, 实践证明是难上加难的。 价格战就想占领农村市场, 促销战、 战、 户青睐,从而构建一个有竞争优势的分销渠道就显得尤为迫切。? 而我国农资市场的销售渠道正从旧的流通体制 向构建新型市场营销网络体系转轨时 进入了一个 无序竞争严重, 缺乏整合状态, 混乱, 农资市场经营网络变得非常复杂、 期, 使得中小 分销渠道力量的扩大, 新型分销渠道模式的出现, 同时, 多元化发展的新阶段; 提升渠道控制力的紧 更加意识到进行渠道管理创新, 型生物有机肥企业渠道控制权丧失, 迫性。? 本论文在分析现在生物有机肥分销渠道环境、 多种分销渠道模式自身的问题的基础 提出了中小型生物有机肥企业进行分销 针对山东生物有机肥市场, 站在企业的角度, 上, 最后提 提出了一些建议, 对提升生物有机肥企业分销渠道控制权, 渠道管理创新的策略, 出了生物有机肥企业在当前市场环境下,有效的渠道控制模式。关键词:生物有机肥,分销渠道,终端管理, 关系营销,渠道控制力 ⅠABSTRACT? Along with the reform of the agricultural management system and transformation of the Supply and Demand relations, the biology organic fertilizer market in Shandong is displaying many problems, such as, several types of product, uneven development level, chaotic price, multitudinous merchants, and wondering farmers Product homogeneity and buyer’s market formation caused the competition of the biology organic fertilizer market to be more intense increasingly. It is very difficult for enterprises to seize the rural market if they only execute advertisement war, promotion war, and price warCurrently, it becomes very urgent to construct competitive advantage of distribution channels to win customers’ trustThe agriculture material distributing channels in our country is encountering the switching time from the old circulation system to constructing a new market network, the agricultural material market network becomes extremely complex, chaotic. Non-conformity, seriously disordered competition. It’s extending to a new multiplex development stage;At the same time, appearance of new distribution channel patterns and channel expansion strength caused the biologic organic fertilizer enterprises to lose the market control power, realize the importance of the innovation on channel management and the urgency of promoting channel controlling forceBasing on the analysis of th