Chengdu Unified Company Beverage Products Distribution Channels For Diagnosis And Improvement Strategies

The inquiring object of this paper is the distribution channel of beverage products in domestic food market. The writer reaches the conclusions of the channel management essentiality to this industry and the inevitability of channel reform by analyzing the industrial and consumption characteristics, comparing the channel modes and the market competitive status. The Chengdu President Food Enterprise is used as an example in this issue to elicit some principles about channel improvement and design, which should be consistent with the different phases of corporations and the market situation.The point of the article is that beverage enterprises should adopt multiple channel modes to ensure their abilities of channel control and market occupancy by lower cost. In current Chinese market, making good use of middleman to distribute the products is the main approach of channel management. However, for most manufacturers, it is a real problem that how to management middleman efficiently and effectively. This will directly influence whether they can cooperate harmoniously to reach their targets.After consulting the channel management and design methods of worldwide beverage companies and markets, the writer comes to some conclusions, which can make the enterprises manage their channels efficiently. And the main point is that the enterprises should exactly know the essence of the middleman during their management. In this way, the both sides can set up a long-term symbiosis to serve their different aims. Furthermore, corporations should evaluate the channel members termly in order to improve the way of channel management, such as channel efficiency and conflict disposal. In addition, the article brings forward some new means like channel-member training course and sales representative KPI (Key Performance Indicator) assessment, which will...