本文關鍵詞：基于短渠道深度分銷的KW啤酒營銷渠道模式研究　出處：《湘潭大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 營銷渠道模式 短渠道 深度分銷

【摘要】：隨著世界經濟的高速發(fā)展，企業(yè)間的競爭日趨激烈，而國外大品牌、大企業(yè)的紛紛涌入，中國國內市場競爭環(huán)境更是日益慘烈，尤其是快速消費品行業(yè)，其營銷環(huán)境、市場營銷理念和營銷戰(zhàn)略、戰(zhàn)術均發(fā)生了顯著的變化。作為企業(yè)重要的市場競爭資源，營銷渠道的重要性日益突顯。在某種程度上，可以說“誰掌控了渠道，誰就贏得了市場”。 本文以KW啤酒公司營銷渠道目前現(xiàn)狀與存在的問題為研究對象，采用調查研究和企業(yè)案例研究相結合的方法，以渠道理論為指導，以筆者在KW啤酒公司工作期間的實際案例及調查研究為基礎，對現(xiàn)行渠道模式進行定性分析，找出現(xiàn)有渠道模式要求與渠道設置狀況之間存在的主要矛盾，并通過對現(xiàn)有渠道主要成員及營銷管理人員進行訪談式問卷調研，聚焦影響市場運作的主要“不滿意”因素，深入分析該因素的產生原因和相互關系，，從而得出當前所存在的主要問題。針對企業(yè)市場渠道現(xiàn)狀和存在問題，創(chuàng)新提出基于短渠道的深度分銷模式的變革對策，并從營銷渠道的實際運作層面，描述渠道成員的選擇、廠商職能的分工、渠道成員的激勵、經銷商的評估、渠道的權利及控制等過程，從而建立起營銷渠道的整體管理體系及有效實施保障方案。 通過分析，本文最終得出的結論是，面對激烈的市場競爭，為了穩(wěn)定市場，提升銷量，KW啤酒公司必須對營銷渠道模式進行重新的設計，完善管理體系，這樣才能達到有效控制渠道運作成本，最大限度地提升渠道運作效率的目的，并通過細化營銷渠道管理，幫助企業(yè)快速提升市場競爭力并促進企業(yè)的良性發(fā)展。本文的研究對國內大部分啤酒企業(yè)的營銷渠道設計與管理有較重要的實際借鑒意義，也為啤酒行業(yè)對營銷渠道模式的設計、改進及創(chuàng)新提供探討的素材。
[Abstract]:With the rapid development of the world economy, the competition between enterprises is becoming more and more fierce. With the influx of foreign big brands and large enterprises, the domestic market competition environment of China is increasingly fierce, especially the fast moving consumer goods industry. Its marketing environment, marketing concept, marketing strategy and tactics have all changed significantly. As an important market competition resource, the importance of marketing channel has become increasingly prominent. To some extent. It can be said that "who controls the channel, who won the market." This paper takes the current situation and existing problems of the marketing channel of KW Beer Company as the research object, adopts the method of combining the investigation and research with the enterprise case study, and takes the channel theory as the instruction. Based on the actual cases and investigation of the author during the working period of KW Beer Company, the qualitative analysis of the current channel model is carried out to find out the main contradiction between the requirement of the channel mode and the situation of the channel setting. And through the existing channels of the main members and marketing managers interview questionnaire survey, focusing on the market operation of the main "unsatisfactory" factors, in-depth analysis of the causes of this factor and the relationship between them. In view of the current situation and existing problems of the enterprise market channel, the innovation puts forward the reform countermeasures of the deep distribution mode based on the short channel, and from the actual operation level of the marketing channel. Describe the selection of channel members, the division of manufacturer's functions, the incentive of channel members, the evaluation of distributors, the rights and control of channels, etc. So as to establish the overall management system of marketing channels and effective implementation of security programs. Through the analysis, this paper comes to the conclusion that in the face of fierce market competition, in order to stabilize the market, we must redesign the marketing channel mode and perfect the management system in order to improve the sales volume of KW beer company. Only in this way can the channel operation cost be effectively controlled, the channel operation efficiency be maximized, and the marketing channel management be refined. To help enterprises to quickly enhance market competitiveness and promote the benign development of enterprises. The research of this paper has important practical significance for the design and management of marketing channels of most domestic beer enterprises. It also provides the material for the design, improvement and innovation of marketing channel mode in beer industry.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.82

【參考文獻】

相關期刊論文 前10條

1 符少玲;;渠道成員選擇評價體系及其優(yōu)化方法研究[J];商業(yè)研究;2006年15期

2 莊貴軍;營銷渠道控制:理論與模型[J];管理學報;2004年01期

3 賀和平;;營銷渠道中公平、信任、承諾之間的關系——基于供零關系的實證研究[J];技術經濟與管理研究;2011年01期

4 楊慧;21世紀營銷渠道結構理論的重大變革[J];江西社會科學;2002年10期

5 郭海沙;;營銷渠道中間商價格競爭博弈分析[J];科技創(chuàng)業(yè)月刊;2012年01期

6 李飛;分銷通路的形成機制研究[J];清華大學學報(哲學社會科學版);2003年03期

7 范小軍,陸芝青,阮青松;基于交易成本的營銷渠道模式選擇[J];企業(yè)經濟;2005年03期

8 范小軍;;基于顧客的營銷渠道模式戰(zhàn)略性整合[J];企業(yè)經濟;2006年11期

9 胡保玲;;營銷渠道成員間信息共享研究述評[J];江蘇商論;2011年02期

10 李先國,鳳陶;產生渠道沖突的原因探析[J];商訊商業(yè)經濟文薈;2005年01期

本文編號：1440864