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1、可口可乐公司中国市场营销渠道策略研究(六)（ResearchonmarketingchannelstrategyofCocaColaCoinChina(six)）Thirdsection,CocaColaComarketingchanneloperationstrategycontrolandguarantee"Control"isthemostbasicsurvivalprincipleofanenterprise!Outofcontrol,theenterprisewilllosetheconstantscale,lostitso
2、wnnervoussystem,basicabilitywilleventuallymaketheenterpriselosewealth."Flexibility"isthemostbasicdevelopmentruleofanenterprise!Withoutflexibility,enterpriseswilllosethebasicabilitytoadapttocompetitionandadapttochange,andeventuallywillmakeenterpriseslosemarketadvantagean
3、dbecomeoutdated.Therefore,itisatopicworthstudyingthathowtomaintainbalancebetween"control"and"flexibility"inenterprises,especiallythosewithmedium-sizedenterprisesabovedesignatedsize.TheabovetwoisintroducedtheCoca-Colagiantmultinationalenterprisestomaintainthestrategiesan
4、dmethodsofoperationalflexibilityinChinesemarketchannels,andthissectionwillintroduceisanequallyimportanttopic,Coca-Colamaintainstheprincipleandmethodoftheeffectivecontrolofthesestrategies.First,thepurposeofcontrolAsinothercountriesorregions,theCocaColaCoinChinesealsoface
5、dagreatchallenge:ahugecontradictionbetweentheincreasinglylargeoperationsystemandservicecostsandshrinkingprofitmargins.IntheChinamarketasanexample:inordertoensurethesmoothimplementationofthesalesstrategy,CocaColaCoanditsbottlingsystemeveryyeartodirectlyemploymorethan20th
6、ousandemployeesChinese,directserviceterminalandwholesalecustomersmorethan100million,completedsalesofnearly1billionteus.Atthesametime,duetothefiercecompetitionsuchasPepsi,CocaColaCo'scurrentsingleboxpricescontinuetodecline,theproductprofitscontinuetodilute.Aseachboxcanpu
7、llCoca-Colaexfactorypriceof50yuanfromthebeginningof90shasdroppedtothecurrent40yuan,thepricecutofmorethan20%;inaddition,inthefaceofalternativecompetitivenoncarbonatedproducts,Coca-Colamustalsocontinuetolaunchnewproducts,especiallynoncarbonatedproducts,whichfurtherincreas
8、esthecostburdenofCoca-Cola.Infact,theaverageprofitattheCoca-Colabottlingplantisnowonly5%-10%.Therefore,themain
