案例研究：GL公司蔬菜种子渠道管理

发布时间：2018-03-31 10:40

本文选题：蔬菜种子　切入点：渠道管理　出处：《华南理工大学》2015年硕士论文

【摘要】：农业是国家的基础产业,在保障国家经济发展上起着不可忽视的重要作用,而农业发展水平的好坏主要依赖于种业,尤其是在2001年,我国加入世贸组织以后,与多个国家都产生了直接的经济往来,这也在一定程度上加强了竞争力,影响了我国种业公司的发展,尤其是国外的种业公司在各个方面都比较完善,这就加剧了我国种业公司与其的差距。蔬菜种子行业对服务能力方面要求较高,因为这个行业存在市场分散的特点,而且顾客购买蔬菜种子的量一般都比较少,这种种子的寿命跟其他产品比也较短,并且顾客通常都会选择新型的种子,这些都要求企业要不断提高自身的服务质量来满足客户的需求,要想让企业在蔬菜种子行业方面能够立足就要不断地开阔销售渠道提高自身的管理能力。本文聚焦种子渠道,对种子渠道的现状进行深入的调查了解,分析渠道现状,各个方面都与跨国种子企业有着很大的差距,特别是在渠道维护和模式创新方面,一些企业的发展还处于原始阶段。GL种子公司作为广东省农业龙头企业,随着经济全球化的不断发展,该企业所面临的竞争者也越来越多,那么怎么才能在这个大背景下得到发展,在市场竞争中立于不败之地,就是该公司在这一时期内的主要发展目标。文中对上述的这些问题进行总结和分析,结合GL公司营销渠道发展的实际情况,对GL公司在蔬菜种子营销渠道中遇到的问题进行分析,并提出自己的意见,希望能够为公司以及种子行业以后的发展提供一定的借鉴意义。全文分为五个部分:一绪论,二GL公司概况,三GL公司种子渠道管理现状,四影响GL公司种子渠道存在的问题及分析,五GL公司种子渠道的改进与创新。
[Abstract]:Agriculture is the basic industry of the country and plays an important role in ensuring the national economic development. The level of agricultural development mainly depends on the seed industry, especially after China's accession to the WTO in 2001. Direct economic contacts with many countries have taken place, which to a certain extent has strengthened our competitiveness and affected the development of our seed industry companies, especially the foreign seed companies, which are relatively perfect in all aspects. This has exacerbated the gap between the seed companies in our country and them. The vegetable seed industry has a higher demand for service capacity, because the market is fragmented in this industry, and the amount of vegetable seeds purchased by customers is generally relatively small. This seed has a shorter lifespan than other products, and customers often choose new seeds, which require companies to continuously improve their service quality to meet their customers' needs. In order for enterprises to be able to establish a foothold in the vegetable seed industry, it is necessary to continuously broaden the marketing channels and improve their management ability. This paper focuses on the seed channels, carries out an in-depth investigation and understanding of the current situation of the seed channels, and analyzes the current situation of the channels. There is a big gap between various aspects and multinational seed enterprises, especially in the maintenance of channels and model innovation, some enterprises are still in the original stage of development. GL seed companies as the leading agricultural enterprises in Guangdong Province. With the continuous development of economic globalization, the enterprise is facing more and more competitors, so how can we develop against this background and remain invincible in the market competition? Is the company's main development objectives in this period. In this paper, the above problems are summarized and analyzed, combined with the actual situation of GL company marketing channel development, This paper analyzes the problems encountered by GL company in vegetable seed marketing channel, and puts forward its own opinions, hoping to provide some reference significance for the company and the future development of seed industry. The full text is divided into five parts: introduction, Second GL company general situation, three GL company seed channel management present situation, four influence GL company seed channel existence question and the analysis, five GL company seed channel improvement and the innovation.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F324.6;F274

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