The Research On Distribution Channel Strategy Optimization Of Hei Long Jiang Province For Perfetti Confectionary(china) Co.ltd

Chinese is a country with a large population, the relevant data shows, the current per capita consumption of 0.8 kg Chinese candy, about 1/10 of the developed countries, the level of per capita 1/3, per capita consumption of Chinese candy if they can reach the international level, so the total demand China candy chocolate volume will reach 2900000 tons, the market has a visible China candy great potential, in this context, bring market space and opportunity to expand the candy sales promotion and market share, while at home and abroad literature found, the current academic circles for candy distribution research strategy optimization channel research is very little, and specific to the distribution channels of Perfetti is no more candy. Therefore, from this perspective, whether it is for Perfetti candy distribution channels or in Heilongjiang Province this particular geographic areas, has certain theory significance and the practical significance.In this paper, through a combination of questionnaire survey and empirical research around Heilongjiang Province Perfetti candy market situation investigation, summary and analysis, aimed at discovering the Heilongjiang Province Perfetti candy distribution channel exists the problems, aiming at these problems, the distribution channel optimization strategy, through wholesale channels and retail channels and e-commerce channels of product mix, pricing strategy, promotion strategy and display strategy formulation, Perfetti candy based operating mode in Heilongjiang Province of the various distribution channels, to meet the different needs of the consumer is, high Perfetti candy sales.On research methods, this paper adopted the method of combining the qualitative and quantitative research, heilongjiang distribution optimization strategy of uncommon candies are discussed, hope this article can for uncommon candies in today’s fierce competition under the candy, improve the efficiency of distribution channels, enhance enterprise competitiveness, uncommon emperor in heilongjiang province, to achieve the steady development of the confectionery market in heilongjiang province and even the whole country.In a word, this paper through the study on the two aspects of theory and practice, summarized Perfetti candy distribution channel exists the problems, and accordingly put forward some optimizing suggestions, in hope that they will be helpful to the development of Perfetti candy business.