Structure description of fruit marketing channel network system
1 Define the structural type of fruit marketing channel system.
(1) One-stop marketing channel mode of fruit production and sales. Fruit operators directly control or own the control and management rights of fruit production bases.
2 the implementation of fruit chain monopoly and network marketing
The organic combination of fruit marketing channel construction in China fruit industry, the combination of chain monopoly and network marketing, has grown rapidly as a fruit business format. At present, first-tier cities and fruit chain stores occupy an important position in the whole fruit marketing channel network system.
3 Describe the architecture of fruit marketing channel system
On the basis of investigation, analysis and demonstration, this paper describes the structure of the fruit marketing channel network system, that is, all links in the whole industrial chain of fruit chain operation are composed of channel members under the unified coordination and command of the headquarters, that is, the fruit marketing channel network system with the headquarters as the leader, the fruit producers as the supply base, the distribution center as the support and the terminal stores (online stores and physical stores) as the forefront.
4. Scientific site selection and reasonable number of outlets.
Defining the design of fruit marketing channel system at the level of fruit channel is to find the best and most economical contact point between fruit production and consumers, and to carry out point selection and wiring. The construction of fruit marketing channel system should follow the scientific location technology, form the secret of company location, set up the number of outlets reasonably and develop effective outlets.
Operation and management of fruit marketing channels
The whole fruit industry chain includes seedling breeding, base planting, fruit deep processing, sales and after-sales evaluation. This paper focuses on the fruit from orchard to fruit bowl, through picking, sorting, packaging, distribution, terminal stores or third-party logistics to consumers, and after-sales evaluation. It is a complete industrial chain, and every link is very important.
Third, the relationship between the members of the fruit marketing channel.
Management and maintenance should treat channel members not simply as trading relations, as logistics channels and financing channels, but as resources of strategic alliances, partners and enterprises, establish a close relationship between fruit supply and marketing, and enhance the core competitiveness of fruit chain management. To this end, we should design the following series of work.
1 fruit marketing channel price system
The price system and incentive policy of fruit marketing channel is one of the core contents of the long-term benign operation of the whole fruit marketing channel network system, which involves the interests of channel members.
The headquarters gives great support and encouragement to fruit bases, terminal stores and distribution centers.
The policy pays attention to the management and maintenance of fruit marketing channel network, and strengthens the centripetal force and loyalty among channel members. It is generally required to strengthen communication and cooperation among channel members.
Constructing the operation mode of fruit chain monopoly and fruit e-commerce industry chain is the general trend of fruit marketing channel development and the inevitable choice to establish the competitive advantage of fruit marketing channel. The operation of this fruit marketing channel has become an important content to enhance the competitiveness of fruit management enterprises. The construction of fruit marketing channel system involves the composition of channel members. It is necessary to strengthen the construction and control of the whole industrial chain of fruit marketing channel network system with modern management means and information means, which can greatly enhance the core competitiveness and profitability of fruit management enterprises. It is hoped that more fruit enterprises can scientifically construct and operate their own marketing channels to become bigger and stronger.