| Along with the rising of super markets, the traditional channel has had the earth-shaking change. Each big factory suddenly discovered that the situation which factories controlled absolutely in the past has disappeared. Taking super markets as representative, KA terminal has suddenly become to be consumer's pet. The KA terminal pinches the consumers to control the factories, It not only does not see the followings as before, but also setting all sorts of harsh requests;not only requests enjoying each kind of factories' preferential policy, but also requesting high gross profit, high sales volume and entering expense, bar code expense, festival celebrating spends and so on emerges one after another incessantly. Many factories have not rapidly responded in this transformation but feel helpless at a loss: Not entering super markets means giving up sale opportunities, entering and selling in the super markets means to be defeated in a terrible fix. Then "the terminal time" how to follow the development of the time rapidly has become the question which many factories need to solve in reality but also urgently.Tang Ren Shen Group have also bump into many thorny questions in the social dealings with each super markets: How the product production to enter the selling areas? How to sale fast the product in the selling areas? How to have the social dealings with the super markets when they become more and more specialized? How to lower the expenses?This article takes the ham intestines project of Tang Ren Shen Group as the actual background. With the analysis of the reality difficulties which Tang Ren Shen Group has faced in its ham intestines marketing embarks, and the consumer's behavior investigation and the competitor analysis, and also the analysis of the questions existing in the ham intestines project's KA marketing of Tang Ren Shen Group, the author made some discussions on the corresponding marketing strategy unifying his own experiences. |
