Study On The Channel Development Strategy Of Coca-Cola In Shandong Township Market

China is a huge market for the beverage industry, the existing brand Coca-Cola, Pepsi Cola, Kangshifu, Huiyuan, in the market competition is increasingly intense. Each channel in the urban market, the brand for a client, an end frame, a card shop have to pay a high price.In order to in the fierce competition in the market to maintain the advantages and the sustained and stable development, it is necessary to develop new markets, the township market.In this paper, the research on the channel development strategy of Coca Cola Co in the township market in Shandong Province, mainly completed the following work:First, surveys the township market in Shandong Province, understand the market characteristics, consumption habits, market performance information. According to the level of population, per capita income, types of the township market, targeted distribution channels design.Second, the establishment of a professional service team township market, need to increase the number of personnel structure and change the way of work, such as the step change of driving to visit customers, mobile phone to enter oneself for an examination work frequently, in order to meet the characteristics and needs of the township market.Third, vigorously develop the distributor partners, make full use of the partner marketing network and distribution capacity, to improve business coverage and the company’s customer service quality, save logistics cost.Fourth, the formulation of terminal management method has the steps, there is the focus of. Give priority to the development of economic developed towns population quantity, the ability to purchase channels, covering all types of clients; underdeveloped towns focus on the development of wholesalers. Priority service modern channel customers and wholesalers, the promotion of the whole series of products; the other channel sale advantage products.Through the research on the township market of Shandong Province, around the Coca Cola Co marketing channel objectives, market in the township to explore the distribution channel structure design, structure design, dealer management and terminal management, let Coca-Cola products to buy, affordable, happy to buy, store the implementation of this "4A" target in villages and towns the market, allowing consumers to constantly repeat purchase, cultivate a good habit of drinking.