区域强势品牌pk全国寡头全攻略(二)（Regional strong brand pk national monopoly strategy (2)）.doc

区域强势品牌pk全国寡头全攻略(二)（Regional strong brand pk national monopoly strategy (2)） Chapter two: stable channel value chain, monopolizing regional marketing resources Wine is also afraid of deep alley, now more and more companies will channel is king and terminal winner is hanged in oral, it also illustrates the/distributors and terminal not only become the products from companies to consumers of the blood vessels, is also a value-added product realization way. A regional strong brand of enterprise to somewhere, but the market still has A few oligarchs domestic enterprises with strong advertising and crazy promotion to plunder of the market, continue for A long time, the market continuously eroded, also difficult to have A foothold, step by step to channel become A focus of enterprise value chain integration. According to the value of kotler marketing theory, the company product will be accepted by consumers and formed a lot of consumption, enterprise must according to the demand of the value chain, channel members, the enterprise to the consumer and the/distributors and retail terminals to a certain value to meet. Since the channel system adopted by the early-stage company is the traditional channel management mode, the whole new design of the value chain must start from the foundation. Enterprise A has implemented the following value chain repair work from the retail terminal to the dealer: I. market research: Consumer research: value demand of the retail terminal, A business begin from the research of consumer, then the main content of research for your company products for the consumer shopping habits, details of the shopping environment respectively the influence of recognized, shopping, shopping convenience, shopping price specific transaction process, etc. According to this, the classification of enterprise A is classified according to the type of terminal, such as the influence of the product position on shopping of various terminal consumers. Analyze the form of te