糖果行业渠道模式变革（Confectionery industry; channel mode; change）.docVIP

糖果行业渠道模式变革（Confectionery industry; channel mode; change） At the same time, the current three or four level market channel format shuffle carried out also hinted that some brands of candy between the channel competition began to shift to the lower three or four market. 2, olive channel model led to fierce competition Although there are many types of candy industry channels, but in addition to business oriented Super channels, most sub channels are in circulation supplement or coverage function based on the form of the overall function of marketing channels in the distribution is relatively simple, the image display, product sales, brand promotion and function has not been fully covered in various types of channels then, horizontal linkage, the formation of product promotion, brand building, market competition, marketing and complete the final purchase process. It has a typical olive shape characteristic in function. This also led to the candy industry focused on KA stores, channel competition is extremely fierce. 3, the product form and consumption characteristics lead to the narrow channel distribution Candy traditional festival consumption characteristics and seasonal shopping behavior determine most candy brands are mainly concentrated in the KA chain stores channels. On the face of it, it seems to feel the multi structural and segmentation of the candy channel. In fact, it is found that KA and supermarket chains are the core channels for many enterprises to focus on. Especially in the front line market. At present, the traditional circulation wholesale market is gradually coming to the end with the rise of new terminal. The convenience stores, grocery stores, convenience stores as a couple new terminal is developing rapidly, but because of the price and consumption characteristics of candy, The product packaging forms, lack of market and enterprises ignore this type of candy channel marketing function training, integration, leading confectionery products in distr