Study On Marketing Channel Strategy For Drinking Natural Mineral Water Of YIXUN Com Pany

In recent years,with the increasingly fierce competition in the drinking water market,the products,price and promotion strategies are easily imitated by competitors,but the competitive advantage of marketing channels is generally more difficult to be imitated.If the enterprise gets a competitive advantage through the design of differentiated marketing channels,it can relatively keep being not imitated for a long time.“The terminal determining the victory”,“who gains the terminal,who can rule the world” is the description and portrayal of terminal market's importance.Terminal competition has become as same important as scale competition,brand competition and species diversity competition.The success of the marketing channel has become the crucial strategy of enterprise operating conditions.The focus of enterprise is to decrease the channel loss to reduce costs by improving distribution channels and maximize the benefits.Therefore,how to design the good marketing channel according to the characteristics of the product market plays an important role in business strategy.Although YiXun Spring has a certain market share in Beijing,Tianjin and Hebei region,especially the surrounding drinking water market in Chengde,in the face of intense market competition environment,how to enhance the competition ability of the enterprise itself and improve market share of products in Beijing,Tianjin and Hebei is one of tasks with strategic significance for Iran Company.This paper analyzes the current status and management structure of the marketing channel of YiXun Company Chengde,and puts forward a series of reasonable improvement,providing a beneficial reference for the company development and channel widening.This paper is divided into five parts.The first part mainly expounds the background,purpose and significance of the project research.The second part mainly sorts out the recent results of FMCG industry,which is based on the summary of the literature,and that will lay the theoretical foundation for the research of this project.The third part tries to analyze the competition situation of the drinking water industry;especially for the actual situation of YiXun Spring Co.Ltd,find out the main competitors in the region of the company and analyze the main problems that company will face in channel management,through the analysis of the its own characteristics in Beijing,Tianjin and Hebei,the company's main sales territory.The fourth part is investigation of the drinking water market.Through the network channels to collect surveys about drinks brands and market share in Chengde and its surrounding cities,know about the investigation on the demand of drinking water in Chengde and its surrounding markets so far,as well as investigation on the customers' cognition and purchase channels for YiXun Spring from the primary data and secondary data collection.According to the results of previous studies,the fifth part proposes the improvement strategies of company's channel construction from the two aspects of the traditional physical channel and network channel based on competition analysis by using channel theory.