Research On Marketing Channel Strategy Of Kangshifu Beverage

In recent years, along with market competition day by day intense, product, price and promotion strategy extremely easily by competitor imitation, but the marketing channel competitive advantage is generally more difficult to imitate, the enterprise if can obtain the competitive advantage through the design difference channel, relatively may maintain a longer time not to imitate.But take beverage as representative's fast consumable, because market demand big, market development early, market competition fuller, this had decided it widely needs to be crowded retails the channel. How thus acts according to the product and the market characteristic design good marketing channel, appears the count for much in enterprise's management strategy.Dingjin has been established until now approximately ten years ago, unceasingly rises in this period sales volume, the market share rapid growth, completely occupied the domestic tea beverage profession dominant position. The review goes against these achievements which Dingjin obtains, the channel construction, in went against Dingjin in the high speed development to act the important role. It can be said that, has not gone against Dingjin the channel innovation - circuit fine to plough and the construction, has not gone against Dingjin today the magnificence.In his paper, there are four parts: In the First chapter, the paper introduced the beverages profession background and goes against Dingjin at present the channel strategy.In the second chapter for the channel marketing strategy rationale, the author has analyzed the marketing channel structure type and the channel marketing strategy concrete content, and introduced the beverages profession characteristic and the channel pattern. By goes against the Dingjin marketing channel the development to draw out its present channel marketing strategy, namely "the channel fine ploughed" (multi-channel strategy which modern channel and traditional channel coexisted).Third chapter is this article key point. It studied has gone against Dingjin in the traditional channel and the modernized channel concrete operation way. Introduced with emphasis "the circuit fine ploughs" in the middle of the implementation, how transforms traditional the wholesaler as well as how manages the company staffs, "fine retails the terminal execution the channel to plough", simultaneously proposed has the problem in the execution process, has analyzed the reason which the question produces and put forward the countermeasure proposal.