The Research Of China’s Beverage Market Strategy

With the development of economy, the homogenization of products has become increasingly evident;consumers are not only concerned about the product, but also pay more attention to the products’ reputation,convenience and value added services. In this environment, to grasp the marketing channel which has thelarge scale, high efficiency, flexible operation and low cost is the sharp weapon to win the market. Besidefierce competition in product, price and brand, the competition in channels which has been subsequenthidden is gaining considerable effect, and there comes a saying "channel is the king". Therefore, themarketing channel strategy has the profound significance to promote enterprise development, to reducebusiness operating costs, to inspire enterprise innovation, to enhance the competitiveness of enterprises andto realize enterprise development strategy. Although the channel contains distributors, wholesalers andretailers, retail site is terminal. It connects links between the product and the consumer, and takes the lastand the most important role in the process of product circulation. True sales will be finished when we havecompleted the retail terminal sales. Therefore, the quality of the terminal channel, not only affects thecustomer acceptance, but also dominates the complete marketing objectives. Nowadays, the one whocontrols the terminal will grasp the initiative in the market. The importance of the control in the retailterminal cannot be ignored by any enterprises."Who win the terminal will win the world". Oriented by theretail terminal and channel, terminal winning strategy has always been an important means to expand themarket in the consumer goods industry, especially to those fast moving consumer goods (FMCG)companies. Apparently, the retail terminal has its far-reaching impact for business performance.Our academy circle has fruitful achievement in the discussion of the terminal channels. When all kindsof channel strategy are being used by the global marketing circle today, the model of the terminal channelwhich is useless in developed countries is germinating in China and being implemented by Chineseenterprises. In sake of different competition strategies, some companies such as C-BONS, TG andCoca-Cola China accurately grasp the characteristics of the domestic market as the representative of anumber of Chinese enterprises and instantly put a large-scale development and utilization of the terminal asstrategic marketing resources. It runs out a Chinese characteristic channel marketing road, expressing aglobal marketing in the valuable China chapter. Therefore, discussing on the terminal channels theory should be started from the analysis of marketing channel theory.In view of this, this paper discussed the problem of beverage marketing channel and terminal marketfrom three aspects. The first part has summarized and reviewed the marketing channel theory on theconcept, contents and significance and other aspects for the terminal marketing theory. Secondly, we carryon the overall analysis of the environment of China’s beverage market. In the end, taking Zhengzhou TGCompany as an example, we will analyze some aspects and problem, just like the terminal channel mode ofCoca-Cola by the way of direct control. Basically, we will put forward the countermeasures andsuggestions for reference.