冷饮企业营销渠道的构建与有效管理

The Designing of the Marketing Channel and the Valid Management about the Cold Drinks Business Enterprise

以W公司为例 ,就冷饮企业营销渠道的构建与有效管理进行探讨。在分析产业特点和目标市场分布的基础上 ,提出对不同的消费市场构建相应的营销渠道模式 ,建立优化的营销网络 ,培育渠道核心能力。通过渠道成员的选择、激励政策的引入、对其物流及资金的有效控制以及渠道冲突的解决 ,来实现营销渠道的有效管理。

The article takes W company as all example and study about the designing of the marketing channels and the valid management about the cold drink business enterprises.On the foundation of the analysis about industry characteristics and the distribution of the target ,it sets up the optimum model of the marketing channel according to the different consumption market , establishing the optimum marketing network , fostering the core ability of the channel . The enterprise realizes the valid management of the marketing channel , through the choice of the members in the channel, the introduction of motivation system ,the valid control about it's logistics and funds ,and the solution of conflict about the marketing channel .