1、可口可乐公司中国市场营销渠道策略研究(八)（Research on marketing channel strategy of Coca Cola Co in China (eight)）The fifth chapter is the inspiration and reference of the marketing channel strategy of Coca-Cola ChinaThrough the above four chapters of Coca-Cola marketing channel Chinese operation strategy summary and a
2、nalysis, we can understand that Coca Cola Co is a very great importance to the construction of marketing channels and the development of enterprises, is a strictly abide by its localization development strategy and pragmatic multinational enterprises, on the other hand are extremely important the en
3、lightenment and reference in theory and practice.Section 1. Theoretical inspiration of Coca-Cola channel operation strategyReview of the marketing strategy of the Coca Cola Co, namely “value for money“ and “everywhere“ and “heart“ interlocking “preferred“ three strategies (see figure 5-1-1), can be
4、found, it includes three meanings: one is the Coca-Cola attention to marketing elements of the role of each one, never ignore any aspect, including, “value for money“ strategy mainly refers to the product and price strategy, “everywhere“ strategy refers to the channel strategy, “heart preferred“ str
5、ategy means that Coca-Colas advertising and promotional strategies; two is the marketing strategy of Coca-Cola also adhere to the real point of the consumers decision of enterprises marketing goal; three is the overall efficiency of the pursuit of Coca-Cola marketing, emphasizes the various elements
6、 of the balanced and comprehensive effect, the pursuit of product, price, channel and promotion and other marketing The factor of sale is most important to the comprehensive efficiency of enterprises. This is the embodiment of the principle of interlocking.Thus, an important principle can be found i
7、n Coca-Cola can lead the global marketing, is not only to the pursuit of perfection of marketing elements to improve the efficiency, but also the pursuit of the balance between the marketing factors, need to pay attention to improve the comprehensive efficiency of marketing factors. So what determin
8、es the success of Coca-Colas marketing strategy? It is the marketing element (4P) that acts on the actual way of the business.So, how exactly does the marketing element act on the enterprise?According to the marketing practice in the past ten years and the knowledge of magnetism, force and friction
9、in physics, the author summed up the actual form of marketing factors acting on the enterprise as a “mutual exclusion model“. In order to simplify the discussion, we must make the following 3 hypotheses:1., there is an enterprise (X) that sells only one product (Y);2., consumers only include two cat
10、egories, namely, target consumers and non target consumers, there is no intermediate state of consumers, and consumer spending capacity is not the difference.3., the product Y has only a target group of consumers (Z), and this group of consumers can be separated from the total consumer population, s
11、o the enterprise X and its consumer group Z form a complete function system (S).Then, the four elements of marketing (4P) can be analyzed from the following three perspectives:Graphically represent:Express in words:First, we introduce the specific contents of the four forces in the graph:1. repulsio
12、nMutual repulsion is the natural force that exists objectively among consumers and enterprises and their products.The essence of this repulsion is produced by the mixing of the three forces of the enterprise and the product itself, repulsion force (FP), consumer repulsion (FT) and external environme
13、nt repulsion force (Fe). Among them, enterprises and their products the repulsive force size is determined by the life cycle of products, product quality, the relative price of the products, technical level, product characteristics, corporate reputation factors and so on; consumers repulsive force s
14、ize is by the consumer brand escape tendency, disposable income level, consumption habits and so on factors; external environment repulsion the size is determined by the market competition, technological innovation, social customs, policy guidance, macro control, emergency and so on. Of course, it d
15、oes not rule out that there is a small number of attractive factors between the two.The existence of repulsion is the natural force that determines the value of enterprise marketing, and is also the basis of the establishment of mutually exclusive model.2. leverageIn fact, leverage is the main way t
16、hat product prices affect the efficiency of enterprises.If enterprises can determine the optimal price of the product, which is to maximize the enterprise long-term benefit of the price, then the relative level of the actual price and the optimal price of the enterprise, is the relative price, deter
17、mines the enterprise relative to the target consumer group (consumption) the inclination (alpha), which affects the actual efficiency of enterprises the. In fact, the relative price is low or high, will affect the long-term benefits of enterprises, and when the high price or low price exceeds a cert
18、ain limit, the long-term interests of enterprises tend to zero.3. thrustThrust is the means of marketing and promotion in marketing means, and also the dominant force of marketing.The main thrust of sales promotion is through the enterprise, product or brand work, and strive to cultivate consumer ac
19、ceptance, preferences, preferences, loyalty, etc., so as to promote sales realization. In short, sales promotion force is the force that pushes the target consumer to the enterprise or product, that is to say, the “pull“ in the traditional marketing theory“. There are many factors to promote sales p
20、romotion, including brand, advertisement, packing, display, public relations, reputation, etcThe main function of the channel thrust is through the choice of marketing channels, construction, incentive work, efforts will enterprise products is convenient and effective, appropriate and timely provide
21、 to target consumers, so as to promote sales. In short, the channel thrust is the strength of the enterprise or product (including services) to target consumers, that is, the so-called “thrust“ in the traditional marketing theory“. There are many factors contributing to channel thrust, including cha
22、nnel selection, classification, collocation, motivation, control, and so on.Therefore, sales promotion thrust and channel thrust are a group of corresponding forces, and they are also the main means for enterprises to overcome the natural repulsion and obtain sales performance.4. frictionFriction ma
23、inly refers to the interaction between system S and other parts of the system, and is the natural force of objective existence.Friction is the main cause of the enterprise marketing methods often hinder and delay phenomenon. Friction has the dual function of hindering and stimulating the double valu
24、e of enterprise marketing value. There are many aspects of friction embodied in enterprise marketing practices, such as the barriers to break down the target consumer group from consumers, the delayed embodiment of the effect of marketing activities, and so on.It is because of the existence of frict
25、ion that makes the marketing activities of enterprises more complex and more difficult and valuable for marketing.Secondly, it introduces the specific ways of marketing elements affecting the enterprise:1., the enterprise always can realize the exchange with the target consumer with the help of the
26、product or the service, and thus creates the enterprise benefit. The closer the enterprise is to the target consumer group, the greater the effective area is, and the more benefits the enterprise will create;2., the repulsion between products and consumers tends to widen the distance between enterpr
27、ises and consumers, which naturally tends to weaken the ability of enterprises to create benefits;3. enterprises through marketing, promotion and channel is the main thrust thrust, to overcome the repulsive force between the two, between the enterprise and the target consumer group to shorten the di
28、stance, to help enterprises to create more benefits.4., the price of the product mainly influences the creation of the enterprises benefit by changing the inclination of the enterprise face to the consumer face.Finally, the “mutual exclusion model“ of marketing includes the following basic rules:1.,
29、 there are two main ways to improve the interests of enterprises: first, to enlarge the effective area between enterprises and target consumer groups, and the specific measures usually include two kinds, expanding the number of target consumer groups;Reduce the relative difference between the actual
30、 price and the optimal price, i.e., reduce the angle of inclination (alpha) as much as possible. The two is to shorten the distance between the enterprise and the consumer as much as possible.In order to simplify the discussion, according to our assumptions, this article does not discuss carefully h
31、ow to expand the target consumer groups.2. products (including services) is a very important link in the enterprise marketing, because all of the marketing effort eventually have to rely on products (including services) and the combination of target consumers to achieve, therefore, maintain and impr
32、ove product value is the basis for marketing. Of course, many ways to maintain and improve, such as improving the quality of products, improving the technical content and so on.Of course, the product does not represent all the work of enterprise marketing, and the “mutex model“ also shows this very
33、clearly.3., price is only an important part of marketing, and the price can not fundamentally improve the ability of enterprises to gain profits without considering the transformation of prices into other forces. Only when it matches the product, promotion and channel can the price be brought into f
34、ull play. Therefore, it is not feasible to be infatuated with price competition.4., the farther the distance between the enterprise and the target consumer group, the smaller the repulsion force between the two companies, and the easier the marketing effort of the enterprise is.However, as the dista
35、nce between enterprises and target consumers is approaching, the strength of exclusion will gradually increase. Therefore, the marketing efforts will become relatively difficult to show actual results.In fact, in the enterprise or industry to create the initial consumers due to the distance distance
36、, therefore, a successful marketing efforts are likely to quickly bring huge returns for the enterprise, however, as the repulsion forces continue to strengthen this effort will be more and more difficult to show.5., when the repulsion between the enterprise and the consumer is greater than the natu
37、ral resistance, the enterprise must maintain a certain external thrust in order to maintain the existing level of income. That is, when the enterprise has a certain scale or market position, the enterprise must maintain a certain marketing investment, to maintain the original income and market posit
38、ion.6. enterprises want to obtain further development, must also work hard in the thrust and thrust on the promotional channels, only both maintain sufficient thrust can enable enterprises and consumers closer, better earnings. Moreover, in the long run, enterprises must maintain the relative balanc
39、e of the two thrusts in order to achieve better returns. In fact：Determining the long-term profitability of an enterprise is one of the weakest forces of the two kind of thrust (that is, the equilibrium principle)!Thus, the decision of the long-term status of enterprises and income levels, often not
40、 the kind of enterprise is best at the thrust, but the enterprise is not the kind of. That is, for a particular stage of the enterprise, the most economical and effective marketing model is to maintain the relative balance of the two thrust.The above principle is called “equilibrium principle“ in ma
41、rketing“. It is also an important principle about the marketing elements acting on the enterprise through the “mutual exclusion model“, and is the core principle of the “mutual exclusion model“.7., the existence of friction makes the enterprise have a practical significance by concentrating resource
42、s on a kind of thrust, so as to improve the short-term income of enterprises.In fact, this also enables enterprises to continuously improve their marketing capabilities through a balanced, unbalanced, balanced cycle, and ultimately improve long-term profitability of enterprises.Of course, the existe
43、nce of friction is also an important reason to guide enterprises into various marketing traps. Especially when interacting with the fourth, it is easier to mislead a large number of enterprises and make them superstitious about so-called “idea marketing“, “advertisement winning theory“ and so on.8.,
44、 different enterprises, different product characteristics, different target consumer groups have the ability to repel themselves, in fact, is not the same.This is an important reason for the average life cycle of enterprises in different industries.9., the four elements of marketing, in practice, ca
45、n realize some functions of each other. For example: product packaging, under certain conditions is a minority media component, therefore, can also promote the promotion of the combined effect of thrust. For another example, the price of a product can often be divided under certain conditions. It ca
46、n partially differentiate into product repulsion, and can also be partially divided into promotional or channel thrust.Of course, in order to simplify the analysis, we will not discuss it carefully in this article.It can be expressed concretely by mathematical formula:SX: the enterprise side shows t
47、he total amount of products or services that an enterprise can offer to consumers;SZ: the consumer side shows the target consumer group, the effective consumption of enterprises, products or services;A: the angle of the enterprise face to the consumer side is the angle formed between the enterprise
48、and the consumer;F: total thrustFL: thrust of channel factors;FR: thrust of product elements;F: total repulsionFP: enterprises and products themselves repulsive force;FT: consumer exclusionFe: repulsive forces in the external environmentD: the distance between an enterprise and a consumerRepresents
49、all kinds of frictionV: on behalf of enterprise incomeThe specific formula is as follows:Through the above marketing “mutex model“ analysis, combined with the actual Chinese enterprise, marketing strategy can be found between Coca Cola Co, even China first-class enterprises also exist very significant gaps, including: China enterprises generally lack of comprehensive understanding of marketing, often too much emphasis on some factors, and not know the time due to the adjustment of strategy; China enterprises generally lack of systematic and long-term planning and concept, therefore, ente
