Chengdu Coca-cola Marketing Channel Management Issues

Marketing channels to connect companies with the market are a bridge of communication products and consumer media, refers to products or services from the manufacturer by the flow of consumers through the various intermediaries linking the entire channel. In recent years, with the increasingly fierce market competition, retailers, gradually have the right to speak of the value chain, marketing channels to become the establishment and development of core competencies essential business resources and corporate marketing strategy and decision-making focus, and not just as a the daily operation of the management functions. Coca-Cola Company as the industry leader in the marketing channel management has accumulated some experience, but also the formation of a number of unique practices, but the management of marketing channels also have to improve and enhance the corresponding space.Based on the Chengdu Coca-Cola Company marketing channel management summed up the problem of existence, for Coca-Cola for different sales channels, develop the corresponding product distribution, pricing, packaging portfolio, as well as promotional activity, etc. channel strategy partially addressed in this article . Combined with modern management theory and analysis of marketing channels for enterprises to its own characteristics and the characteristics of beverage products, as well as the enterprise's specific market environment, the beverage industry marketing channel management, construction methods, for the fast consumer goods industry with a reference value and must experience. The research on how to improve Chengdu Coca-Cola company's channel management will provide a helpful guidance to this beverage industry.At the same time, this article also for the enterprise from the theory of marketing channels, as well as modern channels of a high degree of management and construction of the actual point of view of sales channels for the terminal to do a comprehensive analysis of specific, have put considerable experience in marketing and management of enterprises in the channel design, subdivision and sale of demarcation point to do so on the basis of a more perfect exposition, especially in this article at the construction of channel management channel of modern customer management strategy of the implementation process path, which is one of the major innovation of this article.The problems of marketing channel are earnestly to be settled, but many enterprises in China are still confusesed.The investigation of Chengdu Coca-Cola company's channel management provides abroad catholicity and guidance to those enterprises,who faces in its channel competition, the issues it sees in the channel management and its causes analysis, solutions as well as strategic decision.