摘要

基于企业品牌战略的渠道销售建立起的优势是企业持久的竞争优势，因为渠道战略是具有持续性和长期性的特点。为了建立和维持一个高效的营销渠道，企业需要持之以恒的努力。现代市场营销已从销售实体产品走向了销售品牌、概念、形象时代。而其中以饮品为代表的快速消费品，由于市场开发早、市场需求大、市场竞争较为充分，因而如何根据产品及市场的特点设计良好的渠道销售，在企业的经营战略中显得非常重要。渠道销售创造了企业的核心竞争力，我们必须明确认识到它在企业经营中的重要性。企业渠道销售模式中每一种渠道模式都有其它自己的优势和劣势以及适用条件，只有综合考虑了市场环境、产品自身、消费者和中间商等等的各种因素，才能选择适合自身的渠道模式，没有最好的只有最适合的模式。

关键字：渠道销售，品牌战略，饮料销售

Abstract

Based on the enterprise brand strategy of channel sales set up is the advantage of enterprise durable competitive advantage,because the channel strategy is continuity and the characteristics of the long-term. In order to establish and maintain an effective marketing channel, enterprises require a sustained effort.Modern marketing from the sales of products to the sales entity concept, brand, image era. And among them to drink, as a representative of the fast moving consumer goods，because the market development early, the market demand and market competition more fully, and according to the characteristics of the products and the market design good channel sales, in the management of the enterprise strategy is very important. Channel sales created the core competitiveness of the enterprise, we must clearly realize it in enterprise management of importance.Enterprise channel sales model channel of each mode has its own advantages and disadvantages, as well as the applicable conditions, only integrated marketing environment, factors of the product itself, consumers and intermediaries,to selected packs fit’s own channel mode, is not only the best of the best mode.

Keyword：Channel Marketing ;Brand Strategy;beverage