国产代可可脂巧克力的渠道之争管理（Management of domestic cocoa chocolate channels）.doc

国产代可可脂巧克力的渠道之争管理（Management of domestic cocoa chocolate channels） Every summer is the off-season for the candy industry. Especially chocolate, this product is slightly higher temperature will melt, and in the summer, whether it is channel (channel special): Let these entrepreneurs worry a lot of things, such as the current production staff arrangements, production equipment overhaul / update, as well as the second half of the new product development, sales team building, dealer maintenance and so on. There seems to be one of the most frequently asked questions: what should we do in the second half of the year? In fact, this problem is a strategic problem involving enterprise positioning, resource allocation and competition mode choice. But from the current domestic cocoa butter chocolate market competition, these enterprises are in a completely competitive market. In this market, the products of each enterprise are highly homogeneous and can be replaced by each other, and the market competition is highly competitive. Enterprises in the same market to maintain a close rival with the state, often need to exhaust all the resources and capabilities of the enterprise. Therefore, the question how exactly does the market do is a tactical question of how to compete here. When the product is determined, the target market and target customers are identified, and the main battlefield of the competition is in the channel. Regional dispute In the traditional channel theory, channel construction seems to begin with the length and width of the channel. In fact, there is a prerequisite here: before the channel construction, the regional market has been chosen; in other words, the layout of the region has been determined. The price of raw materials, formula, production equipment and production process, product sales model, are highly homogeneous under the condition of the enterprises competitive advantage mainly from the first to enter the market, dealer customer maintenance and ade