Y Drinks Co.Ltd. Marketing Channel Optimization Research

In recent years,with the global economy and the rapid and steady development of China's economy,the competition in the beverage industry is fierce.All kinds of domestic brand drinks are appearing rapidly there are many kinds of beverage brands,many kinds of them,many tastes and so on.Increase competition in that domestic competition.At the same time,foreign beverage products are in the Chinese market,again to improve the competitiveness of the beverage industry,promote the rapid development of the beverage market,the domestic and foreign beverage companies are competing in the market of China.At present,various beverage companies are similar in terms of products,prices and promotion strategies.They are almost imitated by others in a short period of time.Only the marketing channel is hard to imitate with his characteristic.So-called in the fast consumer goods industry "the channel person has the world".The construction and management of marketing channels have become the key factors for the success of various enterprises,and the success of marketing channels has been a sign of success in the operation of beverage industry.he focus of concern of the enterprise can not only is the production of better quality products,but with the improvement of marketing channels,reducing channel loss to reduce the cost,so as to maximize the benefits.Therefore,how to design a good marketing channel based on the beverage product and the characteristics of the market,is a very important position in the management of the marketing strategy of the enterprise.Founded in hengshui,hebei province Y beverage enterprise co.LTD.,the company has introduced plant protein drinks in the beverage market.After more than a decade of development,the company's performance has been outstanding.The company has set up five production bases in China,and the sales of products have continued to grow.The market share of the products has also been expanding,which has its own marketing channels in many cities around the country.However,faced with increasingly fierce competition pressure from home and abroad,how to have a place in such a competitive market environment,how to improve the market competitiveness of their own enterprises,how to occupy more market share and so on,there are still many key problems that need to be solved.In this paper,I'm looking at the basic theory of the marketing channel management,using the basic theory of the marketing channel,and I've been able to get a better look at the marketing channels of the Y beverage corporation through field tests,questionnaire surveys,and interviews.Y drinks enterprise co.LTD.is analyzed on the structure and management of the marketing channel problems,this paper expounds the necessity of marketing channel optimization,based on this,puts forward the Y drinks co.,LTD.In the marketing channel structure,channel management model and the optimization countermeasures of information-based.