摘要：随着中国市场经济的发展，中国的各行各业借助经济发展的大浪潮均得到飞速发展，各行各业的竞争也越来越激烈，以饮料为例，行业竞争相当激烈，各大饮料厂商使出浑身解数推动自己饮料的市场占有率，尽相模仿知名饮料厂商的产品、价格和促销策略，类似的产品、相同的价格与一样的促销策略出现在许多饮料产品上，但是饮料的销售渠道模式却很难被竞争对手模仿，如果企业能够设计出绝无仅有、独具创新的销售渠道新模式，就能在竞争激烈的饮料行业站稳脚跟，并且可以在较长时间内不能被模仿，不能被超越。
顶津食品有限公司从成立至今已经有十多年的历史了，在这段时期内企业的销量持续上涨，迅速占领饮料市场的半壁江山，成功成为国内饮料行业领导者。回顾顶津，这些年来顶津在饮料行业所取得的成就是有目共睹的，成功将康师傅推上饮料行业的霸主地位，所取得的这些成就不得不归功于顶津独具创新的饮料销售渠道———“通路精耕”。
本文共分为五个部分。第一部分是绪论，简要陈述了本篇论文的研究背景和意义，并且阐述了国内外著名学者对销售渠道研究的重要观点；第二部分介绍了目前饮料市场的特点和销售渠道的特点，由康师傅饮料销售渠道的演变过程引出康师傅的“通路精耕”；第三部分是本文的重点，深入浅出的研究了康师傅的“通路精耕”，了解其运作模式和相关问题；第四部分提出了通路精耕实施过程中出现的问题以及解决方案。第五部分是结论，通过前四节的理论与实际的研究，总结全文，得出相关研究结论。
关键字 销售渠道；康师傅饮料；通路精耕
Abstract：With the development of market economy, Chinese industries have developed rapidly and has become increasingly fierce competition in all, a highly competitive industry, beverages, for example, major beverage makers pull out all the stops to promote their own drinksmarket share, although relative to imitate the well-known beverage manufacturers product, price and promotion strategy, similar products, the same price with the same promotional strategy in many beverage products, beverage sales channel model it is difficult to be imitated by competitors, if the company is able to design a unique, unique innovative new model of sales channels, will be able to gain a firm foothold in the highly competitive beverage industry, and a long time can not be imitated, can not be surpassed. Dingjin from its inception more than a decade, corporate sales continued to rise during this period, and quickly occupied half of the beverage market, and become a successful domestic beverage industry leader. Review Dingjin these years Dingjin in the beverage industry's achievements are obvious to all, successfully pushed KSF dominance of the beverage industry, these achievements have to thanks to the top-chun's innovative beverage sales channels - path precision farming. "It can be said that if there is no top-chun innovation in building sales channels, without Dingjin brilliant today. This paper is divided into five parts. Section I Introduction briefly thesis research background and significance, and describes the important views of the famous scholars at home and abroad sales channels; Section II describes the characteristics of the characteristics of the beverage market and sales channels, by Master Kong beverage sales channels evolutionary process leads to a Master of Access, Broader "; Section III, the focus of this article, in simple terms Tingyi Access, Broader understand its mode of operation and related issues; Chapter IV Access, Broader implementation process problems and solutions. Section 5 Conclusion, the first four of the theoretical and practical research, concludes the paper and draw the conclusion of the study.
Keywords Kangshifu The Beverages The Channel Strategy Sales Channels
