Optimization Design Of Marketing Channels For Hangzhou Wahaha Group Co. Ltd.

Hangzhou Wahaha Group Co., Ltd. As one of China’s largest food and beveragemanufacturers, after years of rapid development, expanding production scale, thebrand has been increasing. Wahaha companies in the development process, promotionchannels Wahaha has always been the company’s marketing tool,"aggregators body"mode is also widely eulogized industry and academia and research, but marketing is adynamic process, in the company’s development process will continue to optimize thedesign of marketing channels, at different times will face a new marketing networkissues, from "aggregators body" to the secondary path, to embody the two sets ofnetworks are trying to continue to optimize the network. In particular, in recent years,with the marketing competition, changes in market conditions, so that the originalmarketing network in weakening the competitive advantage of them, and evenbecome a bottleneck for further development of enterprises, obviously felt it difficultto continue the existing marketing network carrying business sales goals and strategicplanning must be to present an effective marketing network optimization, hopethrough research and optimization of the system, to solve the problem bearer salesmarketing network, and can match with the strategic development of enterprises,while addressing a good distribution the profits of security issues, how can weincrease their ability to control terminal problem, how to create a new marketingnetwork in the new stage of Internet development, competitive advantage and make itregained marketing network.Through studies show that (1) the dealer’s profit levels are not guaranteed,(2) twobatches of existing commercial channels significantly reduced ability to control, thetraditional weak (3) K/A channels,(4) terminal ability to control the market decline,(5) terminal management costs, is a major factor Wahaha marketing network currently uncompetitive, analyze the main reason is because the marketing channelmanagement structure and management methods to upgrade lag, managers mode ofoperation methods and channels of low degree of matching, structural changes ofdealers. Accordingly made to local conditions to carry out network optimization, tomeet the dealer profit Meanwhile, the length, depth and breadth of marketing networkregrouping for different types of market environments, different optimizationmunicipal market should be shortened pathway to increase the breadth and width ofthe channel to the length of combination for the county and township market,increasing the width and breadth of the customer to resolve the current difficultiesencountered, and to make full use of the current e-commerce channels, to create anew Internet marketing network mode.Through the course of development of Hangzhou Wahaha Group Co., Ltd., theprocess of change in the channel lessons and analyze the pros and cons, andaccording to the analysis of problems currently facing, as well as future trends FMCGchannels, its channel optimized design and we hope that these studies will helpHangzhou Wahaha Group Co., Ltd., provides a marketing network to solve some ofthe problems currently facing the reference scenario, it can promote sustained andhealthy development, and explore some of the new network management architectureand management model.