关于功能性饮料的新型特色渠道设计方案——以R蛋白饮料公司为例

Functional Beverage's Channel Design Scheme with New Characteristics:Taking R Protein Beverage Company as an Examples

俗话说"品牌为王,渠道王中王,得渠道者,得天下"。营销渠道是一种长期的、复杂的人际管理,在如今"渠道为王"的市场环境下,如何通过营销渠道管理取得竞争优势,是每一个公司管理者必须面对的难题。渠道创新以及高效利用渠道资源为企业增强核心竞争力已成为不争事实,所以本文以功能饮料行业为大背景以R公司为例设计了一套新型特色渠道方案。

As the saying goes, ＂Brand is the king, and channel is the king of kings. The person that get channel gets the world＂. Marketing channel is a long and complicated interpersonal management. Under the current marketing conditions, how to gain a competitive advantage through the channel management is the problem that each company manager must face. Channel innovation and efficiency of making use of channel resources can improve enterprise＇s core eornpetiveness. The article designs a set of channel scheme for functional drinks with new characteristics taking the R company for example.