| With the development of Chinese economy and the improvement of people’s living standard,the consumption market of Chinese milk tea has developed from the potential market in the past to the real market.Milk tea,which combines the advantages of milk and tea,has the characteristics of pure taste and fragrant smell.It is favored by the young generation of consumers and has become one of People’s Daily drink choices.At present,the market of cup milk tea in China has gradually presented the trend of oligopoly,among which xiangpiaopiao,Lipton,youlemei are the leading brands,followed by xiangyue,the market competition is extremely fierce.At the same time,more and more new milk tea brands enter the market.On the one hand,it expands the competition of the whole milk tea industry,on the other hand,it also shows that the market prospect of milk tea is very broad.The present market presents the situation of more manufacturers,more commodities,more promotions,limited channel resources and limited consumers.Channel advantage is not only the indispensable competitive advantage of any enterprise,but also the lifeline of enterprise survival.Therefore,how to manage and maintain the existing channel resources,and how to effectively and quickly develop new channels are important issues that every manager needs to face.At present,milk tea brands in the industry are facing increasingly fierce market homogenization competition,how to effectively strengthen marketing channel management has become an important issue facing enterprises.Therefore,it is extremely important and urgent to study the marketing channel strategy of milk tea products of X food company to improve the utilization efficiency of marketing resources and realize the maximum benefit of resources.This paper takes the milk tea brand of X food company as the research object,adopts the methods of literature review,investigation and interview,comparative analysis,etc.,through the analysis of the current situation of channel management of the brand,analyzes the main problems existing in the marketing channel management of the brand,and analyzes the causes of the problems.Meanwhile,case analysis andcomparison were made on the channel strategy of youlemei milk tea,the main competitor of X company.Based on the analysis of the problem,combined with the relevant theory,to put forward targeted Suggestions and countermeasures.This paper proposes five aspects to further improve the sales channel strategy of X food company,that is,to improve the channel incentive policy,select the best channel providers according to the channel optimization mechanism,resolve channel conflicts,implement the excellent channel management talent plan and apply the information channel management method.The article also puts forward the guarantee strategy for the implementation of marketing channel strategy,including the adjustment of organizational structure,the establishment of special funds,the strengthening of marketing analysis and measurement,the measurement and recruitment of talent demand,the strengthening of the training of business personnel,the reform of assessment mechanism,and the strengthening of departmental communication mechanism. |
