某凉茶在XX地区的分销渠道建设和管理策划书.rar

摘要：近年来，凉茶行业发展迅速，市场竞争愈发激烈。作为新进入凉茶市场的清酷，面临着产品市场覆盖率、产品知名度较低等问题。对此，清酷首先对凉茶市场状况、清酷凉茶的产品优势和消费需求等方面进行了重点分析，从分销渠道的目标构建和渠道结构设计等方面入手，建设一条健全的、适合清酷发展的分销渠道；然后提出对渠道成员管理、渠道冲突与窜货的管理等问题的解决策略，保持渠道的通畅和产品的快速市场响应；最后对渠道绩效进行评估，保持分销渠道的竞争力，提高市场知名度，提升市场份额，促进清酷长远健康地成长壮大。

关键词：凉茶，清酷，分销渠道，管理，激励

Abstract：In recent years, the herbal tea industry developed rapidly, and the market competition becomes increasingly fierce. As the new entrants into the herbal tea market, Clear Cool Tea is faced with the problem of small product market coverage, and less well-known brand. So firstly,this paper focuses on the herbal tea market conditions and the product advantages and consumer demand of Clear Cool Tea. Firstly, starting from the goal of distribution channel and channel structure design, building an distribution channels that sound and suitable for Clear Cool Tea,and then proposing the solution strategy for the management of channel members and channel conflict,keeping the channels of smooth and fast market response.Finally,assessing the channel performance,maintaining the   competitiveness of the distribution channels,

improving market visibility and market share, and promoting  the long-term healthy growth and maturity.

Key Words：herbal tea,Clear Cool Tea,distribution channels, management, encourage

　　　通过对凉茶市场的发展现状进行详细的了解，结合清酷凉茶的企业发展方向和产品优势定位等，从清酷凉茶分销渠道的多渠道营销、密集型营销和渠道成员选择这几个方面入手，制定了一条完善健全的分销渠道。在这个渠道为王的时代，分销渠道就是清酷更好地面对激烈的市场竞争时的立足和支持，拥有一条健全的分销渠道能够极大地提高清酷的市场竞争能力和市场覆盖率。将产品更好地推广出去，获取利润是清酷的最终目的，通过分销渠道，能够加快市场反应速度，提高市场覆盖率，提升清酷凉茶的知名度，建立清酷良好的企业品牌，吸引更多地消费者需求。

　　　分销渠道是清酷产品营销的不可或缺的一个重要步骤，清酷必须时刻关注市场的发展动态，根据企业的发展状况、方向和消费者需求，对分销渠道和渠道成员进行适当的管理、激励与维护，只有维持分销渠道的活力与竞争性，才能令渠道保持通畅，实现高效营销，令清酷走得更远更强。