Beverage Marketing Channel Management Research From Top-Chun Company In Shenyang

In recent years, as the market competition of beverage is becoming increasingly fierce. Product, price and promotion strategy can be easily imitated by competitors, but the competitive advantage of marketing channels is generally more difficult to be imitated, if an enterprise gain a competitive advantage through the channels in different design, relatively all can be maintained to be imitated no longer in a long period of time."Successful Duty Terminal","to those who may end the world" is a description and reflection of the importance in the end markets, terminal competition has to compete with the size, brand competition, multiplied competition of all kinds seems equally important..The success of the Marketing channels has gradually become watershed of success or failure, the focus of attention from the enterprise is no longer the production of better products, but reduce costs and get benefit maximum by improving the distribution channels and lower losing channels. Therefore, It is very important to design marketing channels according to the characteristics of product and market in the enterprise’s business strategy.After several years of operation and development, although Master Drink takes the possession of a certain share in the domestic beverage market, with the face of increasingly fierce market competition, it has been known as the current outstanding issues of the Shenyang Top-Chun to enhance the competitiveness of the enterprises themselves, improve market share.Present condition of marketing channel structure and management in Shenyang Top-Chun are analyzed in this paper, then make a series of reasonable improvement measures and provide useful lessons and reference for channels development in the future.In this paper, through the use of marketing, channel management, the basic theory and methods, the status of the channels in Shenyang Top-Chun is studied. First, the characteristics of the domestic beverage market and the status of channel development about beverage companies are analyzed. Following, with introducing the company’s business scope, organizational structure, operating conditions to Shenyang Top-Chun and making the reader to understand the company’s profile, while the analysis of Top-Chun company’s current channel structure and management status, which leads the current outstanding issues. Afterwards optimizing the structure of the Top-Chun channels and improving the management content of the channel, and further put forward to specific measure of improvements in this paper.