The Research On The Function Of Brands Promotion Of Small Medium Milk Enterprises' Distribution Channels

Along with the opening of the market of dairy products and changing of the consumptive concept about dairy products in our country, the competitions in the market of dairy products becoming more and more fierce. At present, the great dairy products corporation such as Mengniu and Yili occupy the main market of the domain of dairy products which is struggled by many other local dairy products. All of that compose the pattern of the dairy products market of our country.Based on the exist theory of the brand communication, this paper analyzed the actuality of channel and the brand of the Small Medium milk Enterprises, then bring forward the mode of brand communication through distribution channels which is other than the common advertisement communication mode. To settle the lack of the theory of the function of brand communication through channels, six aspects such as storefront, personnel, product, channels serve, sales promotion activity and the communication mode of concatenate sale which is most useful to brand promotion are wrote to analyze the infection and effect of distribution channels act on brand communication, then analyzed the possibility of brand figure through channel communication.At the same time, based on the actual instance of the Small Medium milk Enterprises, idiographic channel mode of brand communication which is appropriate for is brought forward. In addition, the emphases of channel mode of each phases of brand communication is expatiated. Besides, in order to keep the coherence of the brand communication through channels ,and to produce a distribution channels with multi-function comprise brand communication, brand maintenance, client relation management and public relations, this paper prosecute staggered discussed the problems about brand communication through distribution channels of Fengxing milk such as consolidate problem of channel visualize, person inspiring problem, leaguer of channel management and the problem of assorted use of the other tool of brand communication.