Marketing Channels Design And Management Of Beverage Corporations

Marketing channels strategy as the part of 4P strategy is increasing the beveragecorporations' power of competition. Now, beverage corporations have realized theimportance of the constructions of marketing channels. The constructions ofmarketing channels, the management of marketing channels is becoming more andmore important. For some beverage corporations, marketing channels is the coreability of competitions. So, this paper gives emphasis to specify beveragecorporations how to design their marketing channels and how to manage theirmarketing channels.This paper consists of four parts:Part one is the importance of marketing channels of beverage corporations.Part two outlines how to design marketing channels, including the design ofmarketing channels, influence factors of channels design, the design of channelsorganizations and channels scale.Part three specifies the management of the members of channels, including dealersmanagement, wholesalers management, super markets management, and smalltradesmen management.Part four describes the conflicts management of marketing channels, including thetype of conflicts, the settlements of channels conflicts.