Shandong ZK Marketing Channel Management Study

Weak in recent years, the international and domestic economic situation, the country will be key to boosting domestic consumption, economic development and bear the brunt of the fast-moving consumer goods would be affected. As residents’ purchasing power has increased, fast-moving consumer goods, the beverage industry, in particular, will usher in a new market development opportunities.In the face of new opportunities, enterprise how to develop became in front is an urgent need to solve the problem. Fast-moving consumer goods, especially the beverage industry, the importance of marketing channel construction and management is self-evident, marketing channel management is more and more regarded as a strategic competitive factors. So more and more enterprises realize the "channel" to the world, "the channel is king" is getting popular.This paper, taking shandong ZK as the research object, to deeply research the marketing channel, and channel management theory, combined with modern analysis shandong ZK in the current market situation, marketing strategy and channel construction are faced with the problem, combined with the theory and practice, put forward the new idea of shandong ZK channel distributor management.This article is divided into five parts.The first chapter is introduction, introduces the topic background, research significance and research ideas.The second chapter is the theory of marketing channel management.The third chapter is to analyze the special requirements of fast-moving consumer goods are introduced in the marketing channel, and the drinks industry structure, market structure and development status, with the principle of combining theory with practice expounds the beverage industry marketing channel should be how to set up. This section is about the current situation of the research object, the ZK company in shandong, made a brief introduction.The fourth chapter discusses the shandong ZK the present situation of the marketing channel management, as well as to the control standard of shandong ZK marketing channel management, as well as the problem of channel management.The fifth chapter is in shandong ZK marketing channel optimization Suggestions, this chapter mainly discusses under the ZK current channel strategy, how to realize the multi-channel, the members of different channels and the terminal sale point of control and the resulting effects.This article for fast-moving consumer goods, especially of the beverage industry channel structure design and dealer management strategy research, puts forward the thinking of innovation, channel construction provides the reference for other enterprises.