Study On The Management Strategy Of Distributor For Cold Beverage Industry Low Cost Competition

Making Profit is the fundamental goal of most business, but in recent years with the domestic consumption environment from a seller’s market to a buyer’s market now, many commodities appeared to pile up in excess of requirement of the situation, enterprises in order to keep their market share only, have adopted the way of share price hit in the limited market for a cup of a thick soup. At this time, the profit for them, have become unreachable.Of course, there are also some enterprises in the experience of low price competition, have begun to explore new marketing mode. For a time, how in the low price competition environment has become an important topic of common profit of the enterprises. However, many domestic enterprises due to the lack of talent, service consciousness, restriction of integrated marketing is not comprehensive and other factors, have experienced a number of marketing innovations fail.In this case, the sales of cold beverage enterprise LJG company as the research object, starting from the system of marketing concept, based on the theory of relationship marketing, the five forces model and SWOT analysis method of Porter to analyze LJG company’s current marketing mode, summed up the four new marketing initiatives:1, preparation prepare marketing, including the training of personnel for the LJG company core competitiveness;2, pay attention to the application of relationship marketing, customer relationship with emphasis on building the concept of service, establish sales network, mutual benefit, win-win long-term stability;3, regulation of integrated marketing approach, through coordination with manufacturers-LJG-terminal the customer three level marketing mode, the successful completion of a single ice cream price1-2yuan goal, realize the fundamental purpose of profit;4, the development of complementary products in new, upgrade the existing channel value added at the same time, the company profit amount. Believe that the above conclusion for the low price competition environment of the enterprises of the same will have a certain reference value.