Marketing Channel Management Of R Company

Mid and later 1990s, " Unite selling " channel mode of R Company have obtained great success. With further aggravation of channel competition in beverage industry and fast evolution in retail trade, the limitatin of the " Unite selling " mode in R company emerged. It become critical and imminent issue how A Company optimize it's existing channel manage in time.The study of this thesis uses positive research. And this thesis has thorogh analysis of the channel mode, distribution system, the retailers, customer service and organization structuring ,etc. Seconly, it has put forward problems existing in R Company's channel planning and management. In the base the theories above, it has excavates very crux of the channel planning and management in R company. Finally, according to the demand channel structure , channel mode , terminal covering , marketing organization of R put forward, key retail customer's management , covering management to plan and design deeply, thus the thesis offered a set of channel solutions of more overall implementation for R Company. The important conclusion of this thesis has lain in planning a new marketing channel solution for R Company: the direct selling mode of modern key customer's channel + the deep distribution of...