题目统一饮料淮安地区渠道销售——以企业品牌战略分析摘要基于企业品牌战略的渠道销售建立起的优势是企业持久的竞争优势，因为渠道战略是具有持续性和长期性的特点。为了建立和维持一个高效的营销渠道，企业需要持之以恒的努力。现代市场营销已从销售实体产品走向了销售品牌、概念形象时代。而其中以饮品为代表的快速消费品，由于市场开发早、市场需求大、市场竞争较为充分，因而如何根据产品及市场的特点设计良好的渠道销售，在企业的经营战略中显得非常重要。渠道销售创造了企业的核心竞争力，我们必须明确认识到它在企业经营中的重要性。企业渠道销售模式中每一种渠道模式都有其它自己的优势和劣势以及适用条件，只有综合考虑了市场环境、产品自身、消费者和中间商等等的各种因素，才能选择适合自身的渠道模式，没有最好的只有最适合的模式。关键字：渠道销售，品牌战略，饮料销售AbstractBasedontheenterprisebrandstrategyofchannelsalessetupistheadvantageofenterprisedurablecompetitiveadvantage,becausethechannelstrategyiscontinuityandthecharacteristicsofthelong-term.Inordertoestablishandmaintainaneffectivemarketingchannel,enterprisesrequireasustainedeffort.Modernmarketingfromthesalesofproductstothesalesentityconcept,brand,imageera.Andamongthemtodrink,asarepresentativeofthefastmovingconsumergoods，becausethemarketdevelopmentearly,themarketdemandandmarketcompetitionmorefully,andaccordingtothecharacteristicsoftheproductsandthemarketdesigngoodchannelsales,inthemanagementoftheenterprisestrategyisveryimportant.Channelsalescreatedthecorecompetitivenessoftheenterprise,wemustclearlyrealizeitinenterprisemanagementofimportance.Enterprisechannelsalesmodelchannelofeachmodehasitsownadvantagesanddisadvantages,aswellastheapplicableconditions,onlyintegratedmarketingenvironment,factorsoftheproductitself,consumersandintermediaries,toselectedpacksfit'sownchannelmode,isnotonlythebestofthebestmode.Keyword：ChannelMarketing;BrandStrategy;beverage目录摘要........................................................................................................................2Abstract..................................................................................................................3目录....................................................................................................................41序言.....................................................................................................................51.1研究背景..................................................................................................51.2研究意义..................................................................................................52相关概念.............................................................................................................62.1渠道..........................................................................................................62.2品牌战略..................................................................................................62.3品牌与销售关系......................................................................................73统一饮料淮安地区渠道销售分析.....................................................................73.1统一饮料的品牌优势..............................................................................73.2统一饮料在淮安地区的行业地位..........................................................83.3渠道选择影响因素.........................................................................
