中国饲料龙头企业营销渠道发展现状及优化分析  

Development status and optimization analysis of marketing channel of feed leading enterprise in China

作　　者：寇改红[1] 米静[1] KOU Gaihong;MI Jing(Shijiazhuang Institute of Technology,Shijiazhuang,Hebei Province 050228,China)

机构地区：[1]石家庄理工职业学院,河北石家庄050228

出　　处：《中国饲料》2022年第22期139-142,共4页China Feed

摘　　要：新希望集团是中国农业产业化国家级重点龙头企业,中国最大的饲料生产企业,中国最大的农牧企业之一,拥有中国最大的农牧产业集群。其旗下的饲料产品如禽料产品位居全国第一,猪料产品名列全国前三。不可否认的是,市场环境的变化也给新希望集团带来了新的挑战。基于其基本概况和营销渠道优势,文章重点探索新希望集团营销渠道存在的主要问题,并制定有效的市场营销渠道优化策略。建议新希望集团基于市场需求规划企业分销策略;改善营销渠道提升产品差异化优势,制定企业渠道成员开发策略,从而增强自身的市场竞争力。New Hope Group is a leading enterprise in China's feed industry,occupying the top spot in the industry for many years.Its feed products such as poultry feed products ranked the first in China,and its pig feed products ranked among the top three in China.The changing market environment also brings new challenges to the New Hope Group.Based on its basic situation and marketing channel advantages,it focuses on exploring the main problems existing in the marketing channel of New Hope Group,and develops an effective marketing channel optimization strategy.It is suggested that New Hope Group plan its enterprise distribution strategy based on market demand,improve marketing channels,enhance product differentiation advantages,and develop strategies for enterprise channel members'development,so as to increase its own market competitiveness.

关 键 词：龙头企业 营销渠道 发展现状 新希望集团 

分 类 号：F3[经济管理—产业经济]