可口可乐公司中国市场营销渠道策略研究(八)（research on marketing channel strategy of coca cola co in china (eight)）

可口可乐公司中国市场营销渠道策略研究八（RESEARCHONMARKETINGCHANNELSTRATEGYOFCOCACOLACOINCHINAEIGHT）THEFIFTHCHAPTERISTHEINSPIRATIONANDREFERENCEOFTHEMARKETINGCHANNELSTRATEGYOFCOCACOLACHINATHROUGHTHEABOVEFOURCHAPTERSOFCOCACOLAMARKETINGCHANNELCHINESEOPERATIONSTRATEGYSUMMARYANDANALYSIS,WECANUNDERSTANDTHATCOCACOLACOISAVERYGREATIMPORTANCETOTHECONSTRUCTIONOFMARKETINGCHANNELSANDTHEDEVELOPMENTOFENTERPRISES,ISASTRICTLYABIDEBYITSLOCALIZATIONDEVELOPMENTSTRATEGYANDPRAGMATICMULTINATIONALENTERPRISES,ONTHEOTHERHANDAREEXTREMELYIMPORTANTTHEENLIGHTENMENTANDREFERENCEINTHEORYANDPRACTICESECTION1THEORETICALINSPIRATIONOFCOCACOLACHANNELOPERATIONSTRATEGYREVIEWOFTHEMARKETINGSTRATEGYOFTHECOCACOLACO,NAMELY“VALUEFORMONEY“AND“EVERYWHERE“AND“HEART“INTERLOCKING“PREFERRED“THREESTRATEGIESSEEFIGURE511,CANBEFOUND,ITINCLUDESTHREEMEANINGSONEISTHECOCACOLAATTENTIONTOMARKETINGELEMENTSOFTHEROLEOFEACHONE,NEVERIGNOREANYASPECT,INCLUDING,“VALUEFORMONEY“STRATEGYMAINLYREFERSTOTHEPRODUCTANDPRICESTRATEGY,“EVERYWHERE“STRATEGYREFERSTOTHECHANNELSTRATEGY,“HEARTPREFERRED“STRATEGYMEANSTHATCOCACOLASADVERTISINGANDPROMOTIONALSTRATEGIESTWOISTHEMARKETINGSTRATEGYOFCOCACOLAALSOADHERETOTHEREALPOINTOFTHECONSUMERSDECISIONOFENTERPRISESMARKETINGGOALTHREEISTHEOVERALLEFFICIENCYOFTHEPURSUITOFCOCACOLAMARKETING,EMPHASIZESTHEVARIOUSELEMENTSOFTHEBALANCEDANDCOMPREHENSIVEEFFECT,THEPURSUITOFPRODUCT,PRICE,CHANNELANDPROMOTIONANDOTHERMARKETINGTHEFACTOROFSALEISMOSTIMPORTANTTOTHECOMPREHENSIVEEFFICIENCYOFENTERPRISESTHISISTHEEMBODIMENTOFTHEPRINCIPLEOFINTERLOCKINGTHUS,ANIMPORTANTPRINCIPLECANBEFOUNDINCOCACOLACANLEADTHEGLOBALMARKETING,ISNOTONLYTOTHEPURSUITOFPERFECTIONOFMARKETINGELEMENTSTOIMPROVETHEEFFICIENCY,BUTALSOTHEPURSUITOFTHEBALANCEBETWEENTHEMARKETINGFACTORS,NEEDTOPAYATTENTIONTOIMPROVETHECOMPREHENSIVEEFFICIENCYOFMARKETINGFACTORSSOWHATDETERMINESTHESUCCESSOFCOCACOLASMARKETINGSTRATEGYITISTHEMARKETINGELEMENT4PTHATACTSONTHEACTUALWAYOFTHEBUSINESSSO,HOWEXACTLYDOESTHEMARKETINGELEMENTACTONTHEENTERPRISEACCORDINGTOTHEMARKETINGPRACTICEINTHEPASTTENYEARSANDTHEKNOWLEDGEOFMAGNETISM,FORCEANDFRICTIONINPHYSICS,THEAUTHORSUMMEDUPTHEACTUALFORMOFMARKETINGFACTORSACTINGONTHEENTERPRISEASA“MUTUALEXCLUSIONMODEL“INORDERTOSIMPLIFYTHEDISCUSSION,WEMUSTMAKETHEFOLLOWING3HYPOTHESES1,THEREISANENTERPRISEXTHATSELLSONLYONEPRODUCTY2,CONSUMERSONLYINCLUDETWOCATEGORIES,NAMELY,TARGETCONSUMERSANDNONTARGETCONSUMERS,THEREISNOINTERMEDIATESTATEOFCONSUMERS,ANDCONSUMERSPENDINGCAPACITYISNOTTHEDIFFERENCE3,THEPRODUCTYHASONLYATARGETGROUPOFCONSUMERSZ,ANDTHISGROUPOFCONSUMERSCANBESEPARATEDFROMTHETOTALCONSUMERPOPULATION,SOTHEENTERPRISEXANDITSCONSUMERGROUPZFORMACOMPLETEFUNCTIONSYSTEMSTHEN,THEFOURELEMENTSOFMARKETING4PCANBEANALYZEDFROMTHEFOLLOWINGTHREEPERSPECTIVESGRAPHICALLYREPRESENTEXPRESSINWORDSFIRST,WEINTRODUCETHESPECIFICCONTENTSOFTHEFOURFORCESINTHEGRAPH1REPULSIONMUTUALREPULSIONISTHENATURALFORCETHATEXISTSOBJECTIVELYAMONGCONSUMERSANDENTERPRISESANDTHEIRPRODUCTSTHEESSENCEOFTHISREPULSIONISPRODUCEDBYTHEMIXINGOFTHETHREEFORCESOFTHEENTERPRISEANDTHEPRODUCTITSELF,REPULSIONFORCEFP,CONSUMERREPULSIONFTANDEXTERNALENVIRONMENTREPULSIONFORCEFEAMONGTHEM,ENTERPRISESANDTHEIRPRODUCTSTHEREPULSIVEFORCESIZEISDETERMINEDBYTHELIFECYCLEOFPRODUCTS,PRODUCTQUALITY,THERELATIVEPRICEOFTHEPRODUCTS,TECHNICALLEVEL,PRODUCTCHARACTERISTICS,CORPORATEREPUTATIONFACTORSANDSOONCONSUMERSREPULSIVEFORCESIZEISBYTHECONSUMERBRANDESCAPETENDENCY,DISPOSABLEINCOMELEVEL,CONSUMPTIONHABITSANDSOONFACTORSEXTERNALENVIRONMENTREPULSIONTHESIZEISDETERMINEDBYTHEMARKETCOMPETITION,TECHNOLOGICALINNOVATION,SOCIALCUSTOMS,POLICYGUIDANCE,MACROCONTROL,EMERGENCYANDSOONOFCOURSE,ITDOESNOTRULEOUTTHATTHEREISASMALLNUMBEROFATTRACTIVEFACTORSBETWEENTHETWOTHEEXISTENCEOFREPULSIONISTHENATURALFORCETHATDETERMINESTHEVALUEOFENTERPRISEMARKETING,ANDISALSOTHEBASISOFTHEESTABLISHMENTOFMUTUALLYEXCLUSIVEMODEL2LEVERAGEINFACT,LEVERAGEISTHEMAINWAYTHATPRODUCTPRICESAFFECTTHEEFFICIENCYOFENTERPRISESIFENTERPRISESCANDETERMINETHEOPTIMALPRICEOFTHEPRODUCT,WHICHISTOMAXIMIZETHEENTERPRISELONGTERMBENEFITOFTHEPRICE,THENTHERELATIVELEVELOFTHEACTUALPRICEANDTHEOPTIMALPRICEOFTHEENTERPRISE,ISTHERELATIVEPRICE,DETERMINESTHEENTERPRISERELATIVETOTHETARGETCONSUMERGROUPCONSUMPTIONTHEINCLINATIONALPHA,WHICHAFFECTSTHEACTUALEFFICIENCYOFENTERPRISESTHEINFACT,THERELATIVEPRICEISLOWORHIGH,WILLAFFECTTHELONGTERMBENEFITSOFENTERPRISES,ANDWHENTHEHIGHPRICEORLOWPRICEEXCEEDSACERTAINLIMIT,THELONGTERMINTERESTSOFENTERPRISESTENDTOZERO3THRUSTTHRUSTISTHEMEANSOFMARKETINGANDPROMOTIONINMARKETINGMEANS,ANDALSOTHEDOMINANTFORCEOFMARKETINGTHEMAINTHRUSTOFSALESPROMOTIONISTHROUGHTHEENTERPRISE,PRODUCTORBRANDWORK,ANDSTRIVETOCULTIVATECONSUMERACCEPTANCE,PREFERENCES,PREFERENCES,LOYALTY,ETC,SOASTOPROMOTESALESREALIZATIONINSHORT,SALESPROMOTIONFORCEISTHEFORCETHATPUSHESTHETARGETCONSUMERTOTHEENTERPRISEORPRODUCT,THATISTOSAY,THE“PULL“INTHETRADITIONALMARKETINGTHEORY“THEREAREMANYFACTORSTOPROMOTESALESPROMOTION,INCLUDINGBRAND,ADVERTISEMENT,PACKING,DISPLAY,PUBLICRELATIONS,REPUTATION,ETCTHEMAINFUNCTIONOFTHECHANNELTHRUSTISTHROUGHTHECHOICEOFMARKETINGCHANNELS,CONSTRUCTION,INCENTIVEWORK,EFFORTSWILLENTERPRISEPRODUCTSISCONVENIENTANDEFFECTIVE,APPROPRIATEANDTIMELYPROVIDETOTARGETCONSUMERS,SOASTOPROMOTESALESINSHORT,THECHANNELTHRUSTISTHESTRENGTHOFTHEENTERPRISEORPRODUCTINCLUDINGSERVICESTOTARGETCONSUMERS,THATIS,THESOCALLED“THRUST“INTHETRADITIONALMARKETINGTHEORY“THEREAREMANYFACTORSCONTRIBUTINGTOCHANNELTHRUST,INCLUDINGCHANNELSELECTION,CLASSIFICATION,COLLOCATION,MOTIVATION,CONTROL,ANDSOONTHEREFORE,SALESPROMOTIONTHRUSTANDCHANNELTHRUSTAREAGROUPOFCORRESPONDINGFORCES,ANDTHEYAREALSOTHEMAINMEANSFORENTERPRISESTOOVERCOMETHENATURALREPULSIONANDOBTAINSALESPERFORMANCE4FRICTIONFRICTIONMAINLYREFERSTOTHEINTERACTIONBETWEENSYSTEMSANDOTHERPARTSOFTHESYSTEM,ANDISTHENATURALFORCEOFOBJECTIVEEXISTENCEFRICTIONISTHEMAINCAUSEOFTHEENTERPRISEMARKETINGMETHODSOFTENHINDERANDDELAYPHENOMENONFRICTIONHASTHEDUALFUNCTIONOFHINDERINGANDSTIMULATINGTHEDOUBLEVALUEOFENTERPRISEMARKETINGVALUETHEREAREMANYASPECTSOFFRICTIONEMBODIEDINENTERPRISEMARKETINGPRACTICES,SUCHASTHEBARRIERSTOBREAKDOWNTHETARGETCONSUMERGROUPFROMCONSUMERS,THEDELAYEDEMBODIMENTOFTHEEFFECTOFMARKETINGACTIVITIES,ANDSOONITISBECAUSEOFTHEEXISTENCEOFFRICTIONTHATMAKESTHEMARKETINGACTIVITIESOFENTERPRISESMORECOMPLEXANDMOREDIFFICULTANDVALUABLEFORMARKETINGSECONDLY,ITINTRODUCESTHESPECIFICWAYSOFMARKETINGELEMENTSAFFECTINGTHEENTERPRISE1,THEENTERPRISEALWAYSCANREALIZETHEEXCHANGEWITHTHETARGETCONSUMERWITHTHEHELPOFTHEPRODUCTORTHESERVICE,ANDTHUSCREATESTHEENTERPRISEBENEFITTHECLOSERTHEENTERPRISEISTOTHETARGETCONSUMERGROUP,THEGREATERTHEEFFECTIVEAREAIS,ANDTHEMOREBENEFITSTHEENTERPRISEWILLCREATE2,THEREPULSIONBETWEENPRODUCTSANDCONSUMERSTENDSTOWIDENTHEDISTANCEBETWEENENTERPRISESANDCONSUMERS,WHICHNATURALLYTENDSTOWEAKENTHEABILITYOFENTERPRISESTOCREATEBENEFITS3ENTERPRISESTHROUGHMARKETING,PROMOTIONANDCHANNELISTHEMAINTHRUSTTHRUST,TOOVERCOMETHEREPULSIVEFORCEBETWEENTHETWO,BETWEENTHEENTERPRISEANDTHETARGETCONSUMERGROUPTOSHORTENTHEDISTANCE,TOHELPENTERPRISESTOCREATEMOREBENEFITS4,THEPRICEOFTHEPRODUCTMAINLYINFLUENCESTHECREATIONOFTHEENTERPRISESBENEFITBYCHANGINGTHEINCLINATIONOFTHEENTERPRISEFACETOTHECONSUMERFACEFINALLY,THE“MUTUALEXCLUSIONMODEL“OFMARKETINGINCLUDESTHEFOLLOWINGBASICRULES1,THEREARETWOMAINWAYSTOIMPROVETHEINTERESTSOFENTERPRISESFIRST,TOENLARGETHEEFFECTIVEAREABETWEENENTERPRISESANDTARGETCONSUMERGROUPS,ANDTHESPECIFICMEASURESUSUALLYINCLUDETWOKINDS,EXPANDINGTHENUMBEROFTARGETCONSUMERGROUPSREDUCETHERELATIVEDIFFERENCEBETWEENTHEACTUALPRICEANDTHEOPTIMALPRICE,IE,REDUCETHEANGLEOFINCLINATIONALPHAASMUCHASPOSSIBLETHETWOISTOSHORTENTHEDISTANCEBETWEENTHEENTERPRISEANDTHECONSUMERASMUCHASPOSSIBLEINORDERTOSIMPLIFYTHEDISCUSSION,ACCORDINGTOOURASSUMPTIONS,THISARTICLEDOESNOTDISCUSSCAREFULLYHOWTOEXPANDTHETARGETCONSUMERGROUPS2PRODUCTSINCLUDINGSERVICESISAVERYIMPORTANTLINKINTHEENTERPRISEMARKETING,BECAUSEALLOFTHEMARKETINGEFFORTEVENTUALLYHAVETORELYONPRODUCTSINCLUDINGSERVICESANDTHECOMBINATIONOFTARGETCONSUMERSTOACHIEVE,THEREFORE,MAINTAINANDIMPROVEPRODUCTVALUEISTHEBASISFORMARKETINGOFCOURSE,MANYWAYSTOMAINTAINANDIMPROVE,SUCHASIMPROVINGTHEQUALITYOFPRODUCTS,IMPROVINGTHETECHNICALCONTENTANDSOONOFCOURSE,THEPRODUCTDOESNOTREPRESENTALLTHEWORKOFENTERPRISEMARKETING,ANDTHE“MUTEXMODEL“ALSOSHOWSTHISVERYCLEARLY3,PRICEISONLYANIMPORTANTPARTOFMARKETING,ANDTHEPRICECANNOTFUNDAMENTALLYIMPROVETHEABILITYOFENTERPRISESTOGAINPROFITSWITHOUTCONSIDERINGTHETRANSFORMATIONOFPRICESINTOOTHERFORCESONLYWHENITMATCHESTHEPRODUCT,PROMOTIONANDCHANNELCANTHEPRICEBEBROUGHTINTOFULLPLAYTHEREFORE,ITISNOTFEASIBLETOBEINFATUATEDWITHPRICECOMPETITION4,THEFARTHERTHEDISTANCEBETWEENTHEENTERPRISEANDTHETARGETCONSUMERGROUP,THESMALLERTHEREPULSIONFORCEBETWEENTHETWOCOMPANIES,ANDTHEEASIERTHEMARKETINGEFFORTOFTHEENTERPRISEISHOWEVER,ASTHEDISTANCEBETWEENENTERPRISESANDTARGETCONSUMERSISAPPROACHING,THESTRENGTHOFEXCLUSIONWILLGRADUALLYINCREASETHEREFORE,THEMARKETINGEFFORTSWILLBECOMERELATIVELYDIFFICULTTOSHOWACTUALRESULTSINFACT,INTHEENTERPRISEORINDUSTRYTOCREATETHEINITIALCONSUMERSDUETOTHEDISTANCEDISTANCE,THEREFORE,ASUCCESSFULMARKETINGEFFORTSARELIKELYTOQUICKLYBRINGHUGERETURNSFORTHEENTERPRISE,HOWEVER,ASTHEREPULSIONFORCESCONTINUETOSTRENGTHENTHISEFFORTWILLBEMOREANDMOREDIFFICULTTOSHOW5,WHENTHEREPULSIONBETWEENTHEENTERPRISEANDTHECONSUMERISGREATERTHANTHENATURALRESISTANCE,THEENTERPRISEMUSTMAINTAINACERTAINEXTERNALTHRUSTINORDERTOMAINTAINTHEEXISTINGLEVELOFINCOMETHATIS,WHENTHEENTERPRISEHASACERTAINSCALEORMARKETPOSITION,THEENTERPRISEMUSTMAINTAINACERTAINMARKETINGINVESTMENT,TOMAINTAINTHEORIGINALINCOMEANDMARKETPOSITION6ENTERPRISESWANTTOOBTAINFURTHERDEVELOPMENT,MUSTALSOWORKHARDINTHETHRUSTANDTHRUSTONTHEPROMOTIONALCHANNELS,ONLYBOTHMAINTAINSUFFICIENTTHRUSTCANENABLEENTERPRISESANDCONSUMERSCLOSER,BETTEREARNINGSMOREOVER,INTHELONGRUN,ENTERPRISESMUSTMAINTAINTHERELATIVEBALANCEOFTHETWOTHRUSTSINORDERTOACHIEVEBETTERRETURNSINFACTDETERMININGTHELONGTERMPROFITABILITYOFANENTERPRISEISONEOFTHEWEAKESTFORCESOFTHETWOKINDOFTHRUSTTHATIS,THEEQUILIBRIUMPRINCIPLETHUS,THEDECISIONOFTHELONGTERMSTATUSOFENTERPRISESANDINCOMELEVELS,OFTENNOTTHEKINDOFENTERPRISEISBESTATTHETHRUST,BUTTHEENTERPRISEISNOTTHEKINDOFTHATIS,FORAPARTICULARSTAGEOFTHEENTERPRISE,THEMOSTECONOMICALANDEFFECTIVEMARKETINGMODELISTOMAINTAINTHERELATIVEBALANCEOFTHETWOTHRUSTTHEABOVEPRINCIPLEISCALLED“EQUILIBRIUMPRINCIPLE“INMARKETING“ITISALSOANIMPORTANTPRINCIPLEABOUTTHEMARKETINGELEMENTSACTINGONTHEENTERPRISETHROUGHTHE“MUTUALEXCLUSIONMODEL“,ANDISTHECOREPRINCIPLEOFTHE“MUTUALEXCLUSIONMODEL“7,THEEXISTENCEOFFRICTIONMAKESTHEENTERPRISEHAVEAPRACTICALSIGNIFICANCEBYCONCENTRATINGRESOURCESONAKINDOFTHRUST,SOASTOIMPROVETHESHORTTERMINCOMEOFENTERPRISESINFACT,THISALSOENABLESENTERPRISESTOCONTINUOUSLYIMPROVETHEIRMARKETINGCAPABILITIESTHROUGHABALANCED,UNBALANCED,BALANCEDCYCLE,ANDULTIMATELYIMPROVELONGTERMPROFITABILITYOFENTERPRISESOFCOURSE,THEEXISTENCEOFFRICTIONISALSOANIMPORTANTREASONTOGUIDEENTERPRISESINTOVARIOUSMARKETINGTRAPSESPECIALLYWHENINTERACTINGWITHTHEFOURTH,ITISEASIERTOMISLEADALARGENUMBEROFENTERPRISESANDMAKETHEMSUPERSTITIOUSABOUTSOCALLED“IDEAMARKETING“,“ADVERTISEMENTWINNINGTHEORY“ANDSOON8,DIFFERENTENTERPRISES,DIFFERENTPRODUCTCHARACTERISTICS,DIFFERENTTARGETCONSUMERGROUPSHAVETHEABILITYTOREPELTHEMSELVES,INFACT,ISNOTTHESAMETHISISANIMPORTANTREASONFORTHEAVERAGELIFECYCLEOFENTERPRISESINDIFFERENTINDUSTRIES9,THEFOURELEMENTSOFMARKETING,INPRACTICE,CANREALIZESOMEFUNCTIONSOFEACHOTHERFOREXAMPLEPRODUCTPACKAGING,UNDERCERTAINCONDITIONSISAMINORITYMEDIACOMPONENT,THEREFORE,CANALSOPROMOTETHEPROMOTIONOFTHECOMBINEDEFFECTOFTHRUSTFORANOTHEREXAMPLE,THEPRICEOFAPRODUCTCANOFTENBEDIVIDEDUNDERCERTAINCONDITIONSITCANPARTIALLYDIFFERENTIATEINTOPRODUCTREPULSION,ANDCANALSOBEPARTIALLYDIVIDEDINTOPROMOTIONALORCHANNELTHRUSTOFCOURSE,INORDERTOSIMPLIFYTHEANALYSIS,WEWILLNOTDISCUSSITCAREFULLYINTHISARTICLEITCANBEEXPRESSEDCONCRETELYBYMATHEMATICALFORMULASXTHEENTERPRISESIDESHOWSTHETOTALAMOUNTOFPRODUCTSORSERVICESTHATANENTERPRISECANOFFERTOCONSUMERSSZTHECONSUMERSIDESHOWSTHETARGETCONSUMERGROUP,THEEFFECTIVECONSUMPTIONOFENTERPRISES,PRODUCTSORSERVICESATHEANGLEOFTHEENTERPRISEFACETOTHECONSUMERSIDEISTHEANGLEFORMEDBETWEENTHEENTERPRISEANDTHECONSUMERFTOTALTHRUSTFLTHRUSTOFCHANNELFACTORSFRTHRUSTOFPRODUCTELEMENTSFTOTALREPULSIONFPENTERPRISESANDPRODUCTSTHEMSELVESREPULSIVEFORCEFTCONSUMEREXCLUSIONFEREPULSIVEFORCESINTHEEXTERNALENVIRONMENTDTHEDISTANCEBETWEENANENTERPRISEANDACONSUMERREPRESENTSALLKINDSOFFRICTIONVONBEHALFOFENTERPRISEINCOMETHESPECIFICFORMULAISASFOLLOWSTHROUGHTHEABOVEMARKETING“MUTEXMODEL“ANALYSIS,COMBINEDWITHTHEACTUALCHINESEENTERPRISE,MARKETINGSTRATEGYCANBEFOUNDBETWEENCOCACOLACO,EVENCHINAFIRSTCLASSENTERPRISESALSOEXISTVERYSIGNIFICANTGAPS,INCLUDINGCHINAENTERPRISESGENERALLYLACKOFCOMPREHENSIVEUNDERSTANDINGOFMARKETING,OFTENTOOMUCHEMPHASISONSOMEFACTORS,ANDNOTKNOWTHETIMEDUETOTHEADJUSTMENTOFSTRATEGYCHINAENTERPRISESGENERALLYLACKOFSYSTEMATICANDLONGTERMPLANNINGANDCONCEPT,THEREFORE,ENTERPRISEMARKETINGCONFUSION,SERIOUSWASTEOFRESOURCESCHINAENTERPRISESGENERALLYLACKOFCONTROLABILITY,KEENTOHAVEASSETSANDNOTPAYATTENTIONTOTHEMANAGEMENTOFINFORMATIONCHINAENTERPRISESSTILLLACKTHECOURAGEOFSELFREALIZATIONANDRELATIVETHELACKOFAWARENESSANDABILITYOFENTERPRISETEAMLEARNINGINTHEEARLY2002“SALESANDMARKETING“JOURNAL“WAHAHAVERYVERYCRITICALPERIOD,REMINDING“PUTFORWARDCHINESEENTERPRISESANDMULTINATIONALENTERPRISECOMPETITIONIS“CHINESEENTERPRISEINTERNATIONALIZATION“AND“LOCALIZATIONOFMULTINATIONALCORPORATIONS“SPEEDSPEEDWHOFASTERHOWEVER,THEFEARISWHENTHECHINAENTERPRISESARECURRENTLYGENERALLYQUIETINTHEENDOF90STOTHEBEGINNINGOFTHISCENTURYAGOODMARKETPERFORMANCEOFMEMORIES,WHENFORGETTOLEARNANDPROGRESS,THEINTERNATIONALCORPORATIONSSTARTAGAINTHISTIME,THEYWILLDEFINITELYSPEEDUPLOCALIZATIONMYHUNCHISTHATTHEWINTEROFCHINESEENTERPRISESWILLCOMEAGAIN,WHETHERITISTHEMOBILEPHONEINDUSTRYORTHEBEERINDUSTRY,ANDWILLBEEVENCOLDERTHANINEARLY90STHEREFORE,INORDERTOSUCCESSFULLYSURVIVETHESEVEREWINTERANDACHIEVEDEVELOPMENT,CHINESEENTERPRISESMUSTACHIEVEATLEASTFOURGOALSINTERMSOFMARKETING1,COMPREHENSIVEUNDERSTANDINGOFTHEACTUALROLEOFMARKETINGINTHEENTERPRISE,ANDACCORDINGTOTHEENTERPRISESOWNMARKETINGCONCEPT,ESTABLISHANDCOMPLETETHEENTERPRISESMARKETINGPLAN2,CHANGETHEMANAGEMENTCONCEPT,PAYATTENTIONTOCULTIVATEGOODCORPORATEECOLOGICALENVIRONMENT,PAYMOREATTENTIONTOTHECONTROLOFMARKETINGINFORMATION,RATHERTHANTHEDESIRETOOWNASSETS3,ESTABLISHANOBJECTIVEANALYSISOFTHEIROWNSYSTEMSANDMETHODS,ANDSTRIVETODEVELOPANDIMPLEMENTTARGETEDMARKETPROGRAMSACCORDINGTOTHEIRACTUALSTAGE4,PAYATTENTIONTOTHECONSTRUCTIONOFTHEINTERNALPROCESSANDINFORMATION,IMPROVETHEEFFICIENCYOFTHEENTERPRISETHROUGHTHECONTINUOUSIMPROVEMENTOFTHEPROCESSANDMARKET,ANDCHANGETHESUBJECTIVEOPERATIONSYSTEMOFRELYINGSOLELYONTHEHEROSECONDSECTIONOFCOCACOLACHANNELOPERATIONSTRATEGYPRACTICEENLIGHTENMENTFROMTHEANGLEOFENTERPRISEPRACTICE,COCACOLACOCHINESEMARKETMARKETINGCHANNELSTRATEGYATLEASTINTHECHANNELCONCEPT,CHANNELCLASSIFICATION,OPERATIONSTRATEGY,SERVICETEAMORGANIZATIONANDUTILIZATION,MANAGEMENTANDCONTROLOFTHEFIVEASPECTSOFTHECHINESEENTERPRISEHASVERYIMPORTANTINSPIRATIONANDREFERENCEFIRST,THEIDEAOFDEALINGWITHCHANNELSCOCACOLACOISTHEMARKETINGCHANNELASANIMPORTANTMARKETINGFACTORS,FROMTHE1984“BUY“TOTHEPRESENT“EVERYWHERE“STRATEGYFULLYEMBODIESTHISIDEA,ATTHESAMETIME,COCACOLAALSOATTACHESGREATIMPORTANCETOMARKETINGCHANNELSANDOTHERMARKETINGELEMENTSOFTHEACTUALEFFECTWILLNOTCOLLOCATION,ONESIDEDEXAGGERATEDCHANNELSWHILETHEMAJORITYOFTHECHINESECONSUMERGOODSCOMPANIESFORMOSTOFTHECHANNELAREONESIDEDPOINTOFVIEW,SOMEENTERPRISESEXAGGERATEDTHEROLEOFMARKETINGCHANNELFORCORPORATEMARKETINGINTERESTSSUCHASSHULEIWHILESUPPORTING,THEREARESOMECOMPANIESTOOBELITTLEMARKETINGCHANNELSFORTHEPERFORMANCE,SUCHASHEALTHHALL,WHICHHAVEBECOMEANIMPORTANTFACTORTOHINDERTHEENTERPRISETHEFURTHERDEVELOPMENTOFTHETWOCLASSIFICATIONOFCHANNELCATEGORIESWHENCLASSIFYINGTHEMARKETINGCHANNELSOFTHECHINESEMARKET,COCACOLACOALWAYSINSISTSONTHEDIVISIONFROMTHECONSUMERSPOINTOFVIEW,EVENTHOUGHTHISDIVISIONWILLCAUSESOMEDIFFICULTIESFORITSACTUALBUSINESSOPERATIONSINFACT,INORDERTOMAINTAINTHEEFFICIENCYOFBUSINESSOPERATIONS,COCACOLAHASADDEDONTHEBASISOFCHARACTERISTICSOFCHANNELSERVICEDIVISIONCHANNELSETBASEDONCHANNELDIVISION,INCREASEENTERPRISEOPERATIONCOSTANDCOMPLEXITYTOACERTAINEXTENTINADDITION,COCACOLAALSOPAYSGREATATTENTIONTOTHEACTUALSITUATIONOFTHECHINESEMARKETINTHEPROCESSOFCHANNELCLASSIFICATION,RATHERTHANBLINDLYCOPYINGTHEADVANCEDCONCEPTSOFFOREIGNCOUNTRIESFOREXAMPLE,COCACOLAHASBEENDIVIDEDINTOOVER200CHANNELSABROAD,WHILEONLY57OFTHEMARECURRENTLYUSEDINTHECHINESEMARKETWHILEMOSTOFCHINASCONSUMERGOODSENTERPRISESHAVENOTYETDONEADETAILEDCLASSIFICATIONOFTHEMARKETINGCHANNELSFACEDBYENTERPRISES,ANDMOSTOFTHEMUSETHEGENERALONEORTWOANDTHREELEVELSOFCUSTOMERSEGMENTATIONONTHEONEHANDITINCREASESTHEENTERPRISEOPERATIONCOST,THEENTERPRISEOFTENBECAUSEPEOPLEUNDERSTANDTHEDIFFERENT,ANDCOMMUNICATIONBARRIERS,ONTHEOTHERHANDHINDERSTHEENTERPRISETOIMPROVETHECOMPETITIONABILITYOFTHELOCALMARKET,REDUCINGTHECOMPETITIVENESSOFENTERPRISESTHREE,THECHOICEOFDIFFERENTCHANNELOPERATIONSTRATEGYTHETHIRDCHAPTERCANSEECOCACOLAINTHECHOICEOFOPERATIONSTRATEGYOFCHANNELS,NOTONLYWILLBEBASEDONDIFFERENTCHANNELSSETTOCHOOSEDIFFERENTSTRATEGIES,BUTALSOONTHEBASISOFMARKETDEVELOPMENTANDTHESTAGEOFENTERPRISERESOURCESELECTIONINTHEOPERATIONSTRATEGYOFMARKETINGCHANNELINFACT,COCACOLACOSABILITYTOANALYZEANDGRASPTHEMARKETINATIMELYMANNERANDITSOWNSTAGEISVERYPROMINENTWHILETHEMAJORITYOFCHINACONSUMERGOODSCOMPANIESDONOTUNDERSTANDNORPAYATTENTIONTOANALYSISANDRESEARCHFORTHEMARKETANDTHEIROWNSITUATION,OFTENDEPENDSONTHEINDIVIDUALSUBJECTIVEJUDGMENTOFTHEELITE,ORTHEPASTSUCCESSFULEXPERIENCESOCHINESEENTERPRISEOBJECTIVE,BECAUSE,BECAUSE,BECAUSETHECHANNELHASTHEABILITYTOMAKETARGETEDMARKETINGCHANNELSTRATEGYISGENERALLYINADEQUATETHISISTHEMAINREASONFORTHECURRENTWAHAHAENTERPRISEDEVELOPMENTBOTTLENECKFOUR,THEORGANIZATIONANDAPPLICATIONOFTHECHANNELSERVICETEAMCOCACOLACOORGANIZATIONANDAPPLICATIONCHANNELSERVICETEAMPRINCIPLEMAINLYINCLUDESTHREEASPECTS,ONEISTOMAINTAINANDMARKETINGCHANNELSTRATEGY,ALWAYSSERVETHEMARKETMARKETINGSTRATEGY,THEREFORE,THEANALYSISOFCOCACOLASMARKETINGTEAMSTRUCTURECANBEACERTAINDEGREEOFUNDERSTANDINGOFCOCACOLASMARKETINGCHANNELSTRATEGYTHETWOISASABUSINESSINVESTMENTPROJECTSRATHERTHANCOSTPROJECT,SOCOCACOLACO,HASALWAYSATTACHEDIMPORTANCETOTHECONSTRUCTIONANDINVESTMENTOFTHEMARKETINGSERVICETEAMTHREEISTHESERVICETEAMWHILEPAYINGATTENTIONTOTHEBENEFITOFINVESTMENT,ENTERPRISESINDIFFERENTSTAGESOFDEVELOPMENTHASALWAYSATTACHEDIMPORTANCETOMAXIMIZESTAFFPRODUCTIVITYBU