Study On The Domestic Beverage Marketing Channel Management And Optimization

In recent years, China’s beverage market has entered into a rapid growing stage, and the competition of beverage market is becoming increasingly fierce. Product, price and promotion strategy can be easily imitated by competitors in a short time, but the competitive advantage of marketing channels is generally more difficult to be imitated. If an enterprise gains a competitive advantage through the tailor made channels, it will undoubtedly hold the initiative in the fierce market competition. “Successful Duty Terminal” and “to those who may end the world” are the description and reflection of the importance in the terminal market. Terminal competition has become extremely important just as the competition of scale, brand and variety. The success of the marketing channels has gradually become the watershed of success or failure of the company operation. The enterprises are paying much attention on improving the distribution channels and lowing the loss of channels to reduce costs and to get benefit maximum, instead of producing some better goods. Therefore, it is of great significance to design marketing channels according to the characteristics of product and market in the enterprise’s business strategy.After almost 20 years of development and operation, Top-Chun has had a rapid growth in product sales. But facing the increasingly fierce market competition, Hangzhou Top-Chun has realized that the current outstanding issue is to enhance the competitiveness of itself and to improve the market share. In this paper, in order to provide some useful reference for channels development, the present condition of marketing channel structure and management in Hangzhou Top-Chun are analyzed, and a series of reasonable improvement measures are made.In this paper, through the use of some basic theory of marketing and channel management, the status of the channels of Hangzhou Top-Chun is studied. Firstly, the characteristics of the domestic beverage market and the basic status of channel development about beverage companies are analyzed. Secondly, the company’s business scope, organizational structure and operating conditions of Hangzhou Top-Chun are introduced to let the readers understand this company’s profile, and then, the current outstanding issues come out via the analysis of its current channel structure and management status. Finally, it put forward to some specific countermeasures of optimizing the structure and improving the management content of the Hangzhou Top-Chun marketing channels.