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1、:京邮电大学硕士学位论文康师傅饮料渠道营销策略研究姓名：王晓华申请学位级别：硕上专业：工商管理导教师：唐守廉20070618MarketingChannelStrategyofKangshifubeverageABSTRACTInrecentirs,alongwithmarketcompetitiondaybydayintense,dproduct、promotionstrategyextremelyeasilybycompetitorimitation,pricebutthemarketingchannelcompetitiveadvanta
2、geisgenerallymoredifficulttoimitate,theenterpriseifcanobtainthecompetitiveadvantagethroughthedesigndifferencechannel,relativelymaymaintainalongertimenottoimitate.Buttakebeverageasrepresentative'sfastconsumable,becausemarketdemandbig,marketdevelopmentearly,marketcompetitionfu
3、ller,thishaddecideditwidelyneedstobecrowdedretailsthechanneLHowthusactsaccordingtotheproductandthemarketcharacteristicdesigngoodmarketingchannel,appearsthecountformuchinenterprise'smanagementstrategy.Dingjinhasbeenestablisheduntilnowapproximatelytenyearsago,unceasinglyrisesi
4、nthisperiodsalesvolume,themarketsharerapidgrowth,completelyoccupiedthedomesticteabeverageprofessiondominantposition*ThereviewgoesagainsttheseachievementswhichDingjinobtains,thechannelconstruction,inwentagainstDingjininthehighspeeddevelopmenttoacttheimportantrole.Itcanbesaidt
5、hat,hasnotgoneagainstDingjinthechannelinnovation・circuitfinetoploughandtheconstruction,hasnotgoneagainstDingjintodaythemagnificence.Inhispaper,therearefourparts:IntheFirstchapter,thepaperintroducedthebeveragesprofessionbackgroundandgoesagainstDingjinatpresentthechannelstrate
6、gy.Inthesecondchapterforthechannelmarketingstrategyrationale,theauthorhasanalyzedthemarketingchannelstructuretypeandthechannelmarketingstrategyconcretecontent,andintroducedthebeveragesprofessioncharacteristicandthechannelpattern.BygoesagainsttheDingjinmarketingchannelthedeve
7、lopmenttodrawoutitspresentchannelmarketingstrategy,namely"thechannelfineploughed11(multi-channelstrategywhichmodernchannelandtraditionalchannelcoexisted)8、ationway.Introducedwithemphasisnthecircuitfineploughs11inthemiddleoftheimpl
