金橡湖南子公司进口葡萄酒营销渠道优化研究

发布时间：2018-01-01 11:11

本文关键词：金橡湖南子公司进口葡萄酒营销渠道优化研究　出处：《中南大学》2013年硕士论文　论文类型：学位论文

【摘要】：摘要：作为我国的朝阳行业之一,葡萄酒行业因国内外资本和人员的流入而不断扩大。受葡萄酒知识的传播和人均收入水平的提高等因素的影响,我国葡萄酒消费量持续增加,葡萄酒行业的前景可观且竞争激烈。对于金橡湖南子公司来说,有关营销渠道方面的问题正是公司现在所需要深入考虑的大方向。本文在对国内外有关营销渠道方面的文献梳理的基础上,通过实地发放调查问卷和访问介绍了金橡湖南子公司的基本简况,并分析了公司在营销渠道上的现状和存在的问题,结合我国葡萄酒行业发展状况对几个主要的国产葡萄酒企业和进口葡萄酒企业与金橡湖南子公司进行比较分析,从而运用SWOT分析方法对公司的营销渠道方面进行了分析,然后以渠道模式为重点,渠道结构和渠道管理为辅助,对这三方面提出了互相配套的合理优化建议,最后从公司领导的重视、制度、营销队伍等方面进行保障。本文的结论认为,金橡湖南子公司的组织结构较为简单,在营销渠道上存在渠道策略缺失、渠道成员类型匮乏、对渠道成员的管理方法滞后以及市场推广力度小四方面的问题；公司真正的竞争对手应该是与公司相类似的中小型葡萄酒企业；面对公司内部在营销渠道上的优劣势与外部环境的机会和威胁,公司应采取“抓住机会,改善不足”的策略；以拓展营销渠道宽度为重点,形成以传统渠道模式为主,直营店模式、网上销售模式、大客户直销模式和大品牌经销模式为辅的新渠道系统；在营销渠道管理上,以渠道终端控制为中心,对不同的模式进行区别管理,同时注意渠道冲突的预防与解决；最后,从以公司领导的重视为基础,建立和完善绩效管理制度、市场推广制度和日常管理制度,在营销队伍的建设上进行人才引进、系统性培训和更注重精神激励等方面来保障优化措施的顺利进行。
[Abstract]:Absrtact: as one of the sunrise industries in China, the wine industry has been expanding because of the inflow of capital and personnel at home and abroad, which is influenced by the spread of wine knowledge and the improvement of per capita income. China's wine consumption continues to increase, wine industry prospects and fierce competition. For the subsidiary company of Golden Oak Hunan, the problem of marketing channel is the main direction that the company needs to consider deeply now. This paper reviews the literature about marketing channel at home and abroad. Through the field distribution of questionnaires and interviews to introduce the basic situation of Golden Oak Hunan subsidiary, and analysis of the company's marketing channels in the current situation and existing problems. Combined with the development of wine industry in China, several major domestic wine enterprises and imported wine enterprises and gold oak Hunan subsidiary were compared and analyzed. Then we use the SWOT analysis method to analyze the marketing channel of the company, and then focus on the channel model, channel structure and channel management as the auxiliary. Finally, the author puts forward some reasonable optimization suggestions for these three aspects, and finally guarantees the company leaders' attention, system, marketing team and so on. The conclusion of this paper is that the organizational structure of Golden Oak Hunan subsidiary is relatively simple, there is a lack of channel strategy in the marketing channel and the lack of channel member type. To the channel member's management method lags behind and the market promotion dynamics is small four aspects question; The company's real competitors should be similar to the company's small and medium-sized wine enterprises; Facing the advantages and disadvantages of the internal marketing channels and the opportunities and threats of the external environment, the company should take the strategy of "seize the opportunity and improve the insufficiency"; In order to expand the width of marketing channels, a new channel system supplemented by the traditional channel mode, the direct store model, the online sales model, the large customer direct selling model and the big brand distribution mode is formed. In the marketing channel management, take the channel terminal control as the center, carries on the different management to the different pattern, at the same time pays attention to the channel conflict prevention and the solution; Finally, on the basis of the company leaders' attention, establish and perfect the performance management system, market promotion system and daily management system, and introduce talents in the construction of marketing team. Systematic training and more attention to spiritual incentives to ensure the smooth implementation of optimization measures.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.82;F274

【共引文献】