M公司零售专卖渠道建设计划

发布时间：2018-01-02 18:44

本文关键词：M公司零售专卖渠道建设计划　出处：《华南理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国居民消费水平的提高，消费结构的变化，对乳制品的需求量会大幅度增加，未来我国市场潜力巨大，发展前景可观。目前我国奶业市场需求潜力远远没有开发出来。消费升级，市场旺盛，无疑对我国奶业大发展带来了难得的历史机遇。虽然目前广东的人均乳制品消费仍然较全国水平为低，但随着人民生活水平和消费力的不断提高，以及健康营养意识的增强，对牛奶的需求量也不断增加，广东奶业具有较大的市场发展空间。这为广东发展奶业和乳制品加工业带来了前所未有的契机。M公司作为华南地区最大的液态奶生产加工企业，具有领先的生产研发和检测技术及区域品牌影响力等优势。本文的目的就是研究M公司在进行下一步的发展规划时，如何在营销渠道方面进行相应的建设。本文首先对商业计划书和相关理论，以及对乳业市场进行了概述，之后介绍了M公司所处的行业背景以及公司的基本情况，提出了项目研究的意义和背景等，为后续章节做了铺垫；在第三章中，从环境和市场等方面对项目进行了机会分析，并根据公司自身的情况，进行了SWOT分析，，给出了不同形势下的应对策略；第四章则是结合第三章的机会分析，对M公司进行了市场环境分析，并制定了相应的战略规划，包括经营策略和营销策略；第五章中就项目的组织架构和管理办法进行了设计和制定；第六章为项目的财务评价，对项目的收入、成本、费用等进行了预测，以判断项目在财务上是否可行；第七章中，分析了实施项目可能遇到的风险，并提出相应的应对策略；最后一部分为论文的总结。经研究得到以下结论：广东乃至华南地区奶业市场潜力巨大，进行精耕细作，挖掘市场潜力，对M公司做大做强具有重要的意义。渠道建设是市场营销的重要内容，M公司实施零售专卖渠道的建设计划，是必要与可行的，能使销售渠道得到巩固与拓展，使产品更好地覆盖广东省内全部地区并辐射周边的海南、广西、福建、湖南、江西等省份市场，也将增强销售渠道的总体竞争力，将使M公司实现更好的经济效益和社会效益。
[Abstract]:With the improvement of consumption level and the change of consumption structure, the demand for dairy products will increase greatly, and the market potential of our country will be huge in the future. At present, the market demand potential of dairy industry in China is far from being developed. The consumption is upgraded and the market is prosperous. There is no doubt that the great development of dairy industry in China has brought a rare historical opportunity. Although the per capita dairy consumption in Guangdong is still lower than the national level, but with the continuous improvement of people's living standards and consumption power. As well as the enhancement of healthy nutrition consciousness, the demand for milk is also increasing. Guangdong dairy industry has a large market development space, which has brought unprecedented opportunities for Guangdong dairy industry and dairy processing industry. M company as the largest liquid milk processing enterprises in South China. The purpose of this paper is to study how M Company to build the marketing channel in the next step of development planning. In this paper, the business plan and related theory, as well as the dairy market were summarized, and then introduced the background of M company industry and the basic situation of the company, proposed the significance and background of the project research. Paving the way for the following chapters; In the third chapter, the opportunity of the project is analyzed from the environment and market, and according to the company's own situation, the SWOT analysis is carried out, and the corresponding strategies under different situations are given. Chapter 4th combines the opportunity analysis of the third chapter, analyzes the market environment of M Company, and formulates the corresponding strategic plan, including management strategy and marketing strategy; Chapter 5th designs and formulates the organizational structure and management of the project; Chapter 6th is the financial evaluation of the project. It forecasts the income, cost and cost of the project to determine whether the project is financially feasible or not. In Chapter 7th, it analyzes the possible risks of implementing the project, and puts forward the corresponding countermeasures; The last part is the summary of the thesis. By studying the following conclusions: Guangdong and even South China dairy market potential is huge, intensive cultivation, mining market potential. The channel construction is an important content of marketing. It is necessary and feasible for M company to carry out the construction plan of retail monopoly channel, which can make the sales channel be consolidated and expanded. To make the products better cover all areas of Guangdong Province and radiation surrounding Hainan, Guangxi, Fujian, Hunan, Jiangxi and other provinces market, will also enhance the overall competitiveness of sales channels. Will enable M Company to achieve better economic and social benefits.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F724.2;F426.82

【参考文献】