安徽H公司市场营销渠道优化设计

发布时间：2018-07-03 19:38

本文选题：市场营销 + 营销渠道　；参考：《云南师范大学》2017年硕士论文

【摘要】：本文研究的目的在于:通过分析安徽H啤酒公司市场营销渠道状况,对市场营销渠道进行系统设计,并探索其具体的完善对策。啤酒行业是目前中国快速消品行业整合相对快速及系统的行业,渠道建设与发展日趋完善,并具备典型特征。21世纪的中国啤酒市场经过几家啤酒巨头的兼并收购,已经基本完成市场整合。资本力量在重新塑造该行业的同时,渠道建设与整合的能力改变了企业整合的进程。本文采用案例分析、财务分析、方案制定以及对策论等方法探索安徽H啤酒的市场营销方案及其对策。市场营销渠道建设是啤酒公司运营的重要工作,通过本文研究可以起到完善市场营销理论、优化安徽H啤酒公司市场渠道系统、拓展其市场营销渠道、提升营销绩效、增加盈利能力以及促其可持续发展等。因此,本课题的研究具有重要的理论意义和实践价值。本文主要通过市场实践回顾、啤酒销售的实际案例及啤酒渠道商的实际调查,总结出当前市场状况下市场渠道建设对于啤酒市场操作绩效的关键作用。本文研究成果的应用将会更进一步促进安徽H啤酒公司市场渠道的完善以及经营绩效的提升。
[Abstract]:The purpose of this paper is to analyze the marketing channel situation of Anhui H Beer Company, to design the marketing channel systematically, and to explore its concrete and perfect countermeasures. Beer industry is a relatively rapid and systematic industry in China's fast consumer goods industry at present. The channel construction and development are becoming more and more perfect, and the Chinese beer market with typical characteristics in the 21st century has gone through the merger and acquisition of several beer giants. Has basically completed the market integration. At the same time, the ability of channel construction and integration has changed the process of enterprise integration. In this paper, case analysis, financial analysis, scheme formulation and game theory are used to explore the marketing scheme and countermeasures of Anhui H beer. Marketing channel construction is an important work of beer company operation. Through the research of this paper, we can improve the marketing theory, optimize the marketing channel system of Anhui H Beer Company, expand its marketing channel, and improve its marketing performance. Increase profitability and promote its sustainable development. Therefore, the research of this topic has important theoretical significance and practical value. Based on the review of the market practice, the actual cases of beer sales and the actual investigation of beer channel dealers, this paper summarizes the key role of market channel construction in beer market operation performance under the current market conditions. The application of the research results in this paper will further promote the improvement of the market channel and the improvement of operating performance of Anhui H Beer Company.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

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