Research On Guangxi Coca Cola Co. Marketing Channel Management

2015,China's rapid economic growth from low to moderate,economic growth showed a downward trend,followed by China's FMCG market has also changed accordingly.In 2016,the fast consumer goods industry growth stagnation,industry mergers and acquisitions frequent phenomenon,consumer trends are quietly changing,consumers are more concerned about the health and safety of food,with this trend,FMCG industry channel is also diversified,new channels emerge,electricity supplier channels are erode the market share of traditional channels.However,in view of the current China FMCG market,the degree of the product homogeneity deepened,marketing homogenization is more and more obvious,which means that manufacturers more difficult from the talent shows itself numerous products and services,so that consumers have to keep buying long-term intention.In face of such fierce competition environment,the major manufacturers are racking their brains thinking about how to make products from the terminal successfully transferred to the hands of consumers,marketing channels focus from the terminal gradually shifted to consumers,that is what kind of marketing activities can be effectively transformed into consumer behavior.In face of such external environment,as a representative of the FMCG market "direct control terminal",the Coca Cola Company has a relatively rich experience in marketing channel terminal management,and it also has a more profound insight into the various channels of consumer behavior,while Coca Cola Company have good end terminal stores in the implementation and promotion mechanism,but still can enhance and improve the space in the process of management of marketing channels in.The research and improvement of Coca-Cola marketing channel management has certain reference significance for FMCG industry.In this context,this paper will study the effectiveness of channel management,improve the effectiveness of channel production,enhance the probability of consumers in the store to buy.The article content can be summarized as:First of all,from the point of view of consumer behavior patterns and consumer behavior,find out the impact factors for marketing activities;secondly,through the store terminal point of effective analysis,clear terminal shop investment priorities;thirdly,through planning and positioning in store promotional activities to enhance the consumer activities influence;finally,based on advancing terminal the effectiveness of management,strengthen the internal organization mechanism,strengthen the monitoring and early warning of marketing channel terminal investment,to ensure the rationality of investment channels.The innovation of this paper is base on the perspective of consumer behavior,the effectiveness of the investment in the channel terminal store is explained,and through strengthening the organizational mechanism,the monitoring and early warning of the terminal input of the marketing channel is enhanced.FMCG industry as a leader,Guangxi Coca Cola Co in the marketing channel management innovation has guiding significance.