Deepening Seven Steps of Development for Traditional Distributors in Poultry Feed Industry--With DSM ANH Channel Management as an Example

Abstract

This article summarizes the development plans of traditional distributors in the poultry feed industry, including the layout and distribution of poultry feed marketing channels. The in-depth development of businesses is elaborated in steps, which has certain reference value for promoting channels and brand coverage in the traditional poultry farming industry. The author of this article has been mainly engaged in channel research in China's aquaculture industry for more than 15 years, trying to find a channel that best matches China's agricultural and animal husbandry industry. In improving the company's channel model, we have made use of 23 major laying hen breeding provinces, 237 townships and nearly 700 laying hen terminal dealers visited in 9 years of practical work. Collect a large number of on-site sample data, combined with my channel management theory. Using quantitative and qualitative analysis and quantitative research methods combined with experience summary methods, a complete set of professional papers suitable for the seven-step development of traditional dealers is created. This article uses research methods such as literature analysis, interviews, and induction. Firstly, point out the current situation of distributors; Analyzing the problems in dealer development and management, it is found that there are a series of problems in dealer development, such as unclear goals, unclear responsibilities, lack of development methods, as well as a lack of performance assessment, motivation, and maintenance strategies in management. Based on this issue, according to the theoretical principles of terminal demand, a seven step deep development strategy and implementation method should be proposed according to the channel architecture. Finally, establish a data-driven management method for performance evaluation of cooperating dealers, increase cooperation enthusiasm through incentive policies for product prices and channel promotions, maintain cooperation relationships through the establishment of channel dealer loyalty and channel conflict management, establish competitive advantages of channels, and establish a set of channel development theories and methods that can be promoted and used.