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1、渠道谈九-可口可乐新渠道开发宝典（TalkaboutChannelNine-Coca-Colanewchanneldevelopmentcollection）Weallsaythatmarketingistofindandmeettheneedsofconsumers,buttheconsumerneedstofalltotheground,intheconsumerplacetomeet,andfromtheenterprisetotheconsumerplaceofthewaytoformachannel
2、.Mostoftheconsumerdemandisinitself,marketingpeoplecanbethroughacertainmarketingtoolorwaytograsp,mininganddiscovery.Butconsumersarelikelytoachievethisdemandinverydifferentplaces,suchasthelovetodrinkbeerinthedininghabitsofthehome,thusforminganotherconsumersit
3、es,thusforminganewchannel.Therefore,theconsumerneedsindifferentenvironments,differentplacestomeet,willmaketheenterprisechannelconstructionmoreandmorecomplex.Thefiercecompetitionandtheimprovementofsalesindexarealsothethingsthatsalespersonnelhavetoface.Theref
4、ore,thedevelopmentofnewchannelshasbecomethemainwayforsalesmentoresistcompetitionandincreasesales.Newchanneldevelopmentismoreandmoredifficult,andhadtogotothedevelopmentofnewchannels,thecontradictionbetweenthetwo,themarketingpeoplecomplainincessantly,butwassc
5、orchedbytheflames,noway!Thesuccessofacentury'sbrandisthemostimportantthingforthesuccessofthebrand,butthe100yearbrandisstillontheglobalscale.Itshouldbesaidthatithasagreatrelationshipwiththeconstructionanddevelopmentofthechannel.CocaColaCohasmadeaverygoodproo
6、f:thecompanyadvocates"everywhere",infact,inadditiontodeepdiggingchannels,thecontinuousdevelopmentofnewchannelsresults!Onecase:Coca-Cola&EspiritstoredietWenotonlyputCoca-Coladietproductsontheseniorwomen'sEspiritstorecalledasaleschannel,alsoknownasaverygoodpr
7、omotionchannels,althoughmoreTongrenmorelovethatitisakindofpromotionmethods.Butinanycase,itreallytellsushowmarketersthinkandhowtodevelopnewchannels.Manymarketingpeoplelikethe"positioning"wordhangingonthemouth,CocaColaCocanpositionfromthemouth,fromthefiletoth
8、emarketapplication.Locationshouldbeunique,notcounterfeitcannotfollow,willgiveconsumersauniquefeeling,clear,giftedwithanextraordinaryretentivememoryandmemory.Infact,thechoiceofnewchannelsisconducivetoth
