Study Of Coca-Cola Daily Eat & Drink Marketing Channel Management In Changchun Area

Marketing channels is a medium between consumers and products, and is a bridge connecting business with the market. Marketing channels is a pipeline that the products or services from manufacturers can reach to consumers. With the competition of market is getting more and more intense, the true competition between the manufacturers is marketing channels. Establishment and development of marketing channels is the key to business success.Coca-Cola (Jilin) Beverages Ltd. Co. is established in 2002, its responsibility including to product and sales the Coca-Cola series products in Jilin Province. After nearly 10 years of development, the Coca-Cola series products were recognized by consumers. Now the opponent of Coca-Cola in Jilin Provence is Pepsi. The latest Ac Nielsen data shows that, the market share of Coca-Cola is 34%, but Pepsi is 66%. From the market share point of view, the competition between Coke and Pepsi is very serious, Coca-Cola always threats by Pepsi. As the favorite brand to Coca-Cola is increasing by consumer in Changchun, more and more series Coca-Cola products going on the market, the market environment is changing. Coca-Cola (Jilin) Beverages Ltd. Co. must be solved those problems as soon as possible, how to find out the new profit growth point, and how to rapid development, how to maintain the market share.Through analysis the Coca-Cola (Jilin) Beverages Ltd. Co. can draw a conclusion, that marketing channels is the lifeblood of beverage manufacturers.In Study of Coca-Cola Daily Eat & Drink Marketing Channel Management in Changchun Area,firstly of all, discussing the management theory of marketing channels. From the definition and development of marketing channels to the study of function and structure, draw a conclusion the significance of establishment and management the marketing channels. Secondly, analysis the status of beverage industry marketing channel in China. Then, analysis and research the Coca-Cola business operation situation in Changchun. Finally, design the ways of establishment and management for Eat & Drink channel in Changchun.