上海A酒业公司经销商管理策略研究

发布时间：2018-11-20 16:18

【摘要】：营销渠道是指产品从生产领域向消费领域转移过程中所经过的由中间环节连接而成的路径或通道。营销渠道是连接生产者和消费者的桥梁,是营销活动的重要组成部分。伴随着业务发展,上海A酒业公司的营销渠道也不断扩展和完整,旗下销售分店和各级经销商的管理逐渐成为到上海A酒业公司营销管理的瓶颈。特别是2014年以来,各重要基础市场、电商平台大量、频繁出现低价倾销和窜货问题,严重破坏和扰乱了上海A酒业公司产品价格体系和市场秩序,严重危及着上海A酒业公司的生存和发展。制定有效的经销商管理制度对于上海A酒业公司具有重要意义。本文通过对上海A酒业公司渠道营销和经销商管理现状的深入分析,发现上海A酒业公司在经销商管理存在的主要问题,进而研究相应的经销商管理对策和保障措施,有利于规范上海A酒业公司的销售市场管理,强化控制营销渠道和酒类产品价格,引导经销商之间良性竞争,建立上海A酒业公司与经销商合作关系,提高产品营销率和铺货率,促进上海A酒业公司品牌发展和企业核心竞争力的提高。同时,本文对上海A酒业公司经销商管理策略的研究,有利于完善我国关于酒类产品市场经销商管理相关理论,还有利于其他酒产品经销商管理的理论借鉴。
[Abstract]:Marketing channel refers to the path or channel connected by intermediate links in the process of product transfer from production to consumption. Marketing channel is a bridge connecting producers and consumers, and an important part of marketing activities. With the development of business, the marketing channel of Shanghai A Wine Company is also expanding and complete, and the management of its sales branches and dealers has gradually become the bottleneck of the marketing management of Shanghai A Wine Company. Especially since 2014, a large number of important basic markets and e-commerce platforms have frequently encountered problems of dumping and channelling goods at low prices, which has seriously damaged and disturbed the price system and market order of Shanghai A Liquor Company. Seriously endangers the survival and development of Shanghai A Liquor Company. The establishment of effective dealer management system is of great significance to Shanghai A Liquor Company. By analyzing the current situation of channel marketing and dealer management of Shanghai A Liquor Company, this paper finds out the main problems existing in the dealer management of Shanghai A Liquor Company, and then studies the corresponding countermeasures and safeguards of dealer management. It is beneficial to standardize the sales market management of Shanghai A Wine Company, strengthen the control of marketing channels and the price of liquor products, guide the benign competition among dealers, and establish the cooperative relationship between Shanghai A Wine Company and dealers. To promote the brand development and core competitiveness of Shanghai A Liquor Company. At the same time, this paper studies the dealer management strategy of Shanghai A Liquor Company, which is conducive to perfecting the relevant theories of dealer management in the liquor market in China, and also to the theoretical reference of other wine product dealer management.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

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