论文部分内容阅读
作为“康师傅”系列方便面的生产商,顶益公司取得的市场成就有目共睹。随着竞争的演进,一些新问题摆在顶益面前,主要表现在铺货率难于增长、货流控制不力、市场价格难以控制、新产品推广不易。为解决这些问题,顶益公司筹划实施了“通路精耕”行动,以缩短通路层级,提高产品流通效率,掌握市场覆盖面,达到最高铺货率,控
As a manufacturer of instant noodles in the “Master Kong” series, the top-tier company has achieved a lot of market success. With the evolution of competition, some new problems have been placed in front of the top benefit, mainly reflected in the difficulty in the expansion of the distribution rate, the ineffective control of the flow of goods, the difficulty in controlling the market price, and the difficulty in promoting new products. In order to solve these problems, Zhanyi Company planned and implemented the “Pathway intensive cultivation” initiative to shorten the access level, improve the product circulation efficiency, grasp the market coverage, and achieve the highest distribution rate.