渠道延伸一次县城与农村市场的运作历程（Channel extension the operation process of a county seat and rural market）.docVIP

渠道延伸一次县城与农村市场的运作历程（Channel extension the operation process of a county seat and rural market） In September 8, 2003, the regional manager of JL city received the task notification in 2004, and A enterprises required to complete the sales target of 30% growth rate (A enterprises in September of that year to September the next year for annual sales assessment). A enterprises are well-known brands of cold drinks enterprises, JL city is the location of the factory, the strategic significance is very important. In 2003, in the city of JL in distribution channels through self station operations, created a sales record, this channel reform also attracted national competitive brands and local brands follow up strong resistance, intense competition state to make incremental space very narrow, urgent requirement of the construction of production base and market model sales breakthrough, marketing center need to continue down. Channel expansion, the development of other cities and rural markets weak competition, is a sales disruption road! There is a big difference between the JL city and the central city, and the county and the rural market have strong local flavor characteristics. Market characteristics: County level cities are small, the population is generally between 150 thousand - 200 thousand, rural population living scattered, consumption capacity is generally not high, poor brand awareness, price sensitivity. The traditional channels have an absolute proportion, the wholesale market and the grocery store are still the mainstream, and the modern channels are in the bud. The center distance between the city and the external market is far, traffic inconvenience, the distribution cost is higher, the development between town and county is not balanced, a big gap between rich and poor. Market status: Low priced and inferior products flooded the market. Strong brand of energy mainly concentrated in the central city, resource matching does not match the county market features,