可口可乐公司中国市场营销渠道策略研究(六)（Research on marketing channel strategy of Coca Cola Co in China (six)）.docVIP

可口可乐公司中国市场营销渠道策略研究(六)（Research on marketing channel strategy of Coca Cola Co in China (six)） Third section, Coca Cola Co marketing channel operation strategy control and guarantee Control is the most basic survival principle of an enterprise! Out of control, the enterprise will lose the constant scale, lost its own nervous system, basic ability will eventually make the enterprise lose wealth. Flexibility is the most basic development rule of an enterprise! Without flexibility, enterprises will lose the basic ability to adapt to competition and adapt to change, and eventually will make enterprises lose market advantage and become outdated. Therefore, it is a topic worth studying that how to maintain balance between control and flexibility in enterprises, especially those with medium-sized enterprises above designated size. The above two is introduced the Coca-Cola giant multinational enterprises to maintain the strategies and methods of operational flexibility in Chinese market channels, and this section will introduce is an equally important topic, Coca-Cola maintains the principle and method of the effective control of these strategies. First, the purpose of control As in other countries or regions, the Coca Cola Co in Chinese also faced a great challenge: a huge contradiction between the increasingly large operation system and service costs and shrinking profit margins. In the China market as an example: in order to ensure the smooth implementation of the sales strategy, Coca Cola Co and its bottling system every year to directly employ more than 20 thousand employees Chinese, direct service terminal and wholesale customers more than 100 million, completed sales of nearly 1 billion teus. At the same time, due to the fierce competition such as Pepsi, Coca Cola Cos current single box prices continue to decline, the product profits continue to dilute. As each box can pull Coca-Cola ex factory price of 50 yuan from the beginning of 90s has dropped to the current 40 yu