长沙百事可乐饮料有限公司分销渠道改进方案研究

发布时间：2018-03-08 17:44

本文选题：分销渠道　切入点：渠道改进　出处：《湖南大学》2015年硕士论文　论文类型：学位论文

【摘要】：中国是有着近14亿人口的庞大市场,吸引着众多快消品品牌蜂拥而至,而竞争的加剧催化了市场上品牌的整合。21世纪的竞争,企业的生产技术和成本都不再是竞争的核心部分,求生存、求发展,就必须要充分利用好渠道中各个环节的资源,通过整合渠道链,进而发掘新的利润源泉。利润在何处?市场告诉我们,利润就在渠道中,利润就在终端里。本文通过文献研究法、案例研究法、实地考证法、深度访谈法等方法,对长沙百事可乐公司分销渠道管理进行研究。首先对快速消费品行业的现状进行描述,引出分销渠道相关概念。然后结合目前长沙百事可乐公司的渠道现状,及实际工作过程中遇到的问题诸如渠道设计中的不合理、厂商矛盾、窜货问题,对产生原因进行分析。接着设立渠道改进的目标和原则,根据影响改进的因素,从渠道模式设计、成员选择、对渠道的控制、冲突治理和渠道激励几个方面提出改进的方案。最后根据该方案从品牌文化、人力、财力、物力、信息系统的运用等方面,提出实施的保障措施本文以作者在百事多年的工作经验,根据分销渠道的相关理论,通过对百事公司的分销渠道现状进行分析,全方位的展现行业领导品牌的渠道模式,同时根据其日常管理中发现的不足,以及正在做出的改进,将渠道演变的过程生动的展现给大家。对长沙百事可乐公司分销渠道管理有一定的指导和借鉴作用。
[Abstract]:China is a huge market with a population of nearly 1.4 billion people, attracting a large number of fast goods brands to come, and the intensification of competition has catalysed the integration of brands in the market. The competition in the 21st century, the production technology and cost of enterprises are no longer the core part of the competition. In order to survive and develop, we must make full use of the resources of each link in the channel, through the integration of the channel chain, and then explore the new source of profit. Where is the profit? The market tells us that the profit is in the channel and the profit is in the terminal. In this paper, the literature research method, the case study method, the field research method, the depth interview method and so on are adopted. Research on distribution channel management of Changsha Pepsi Co., Ltd. First of all, describe the current situation of fast moving consumer goods industry, then introduce the related concept of distribution channel. Then combine the current situation of distribution channel of Changsha Pepsi Co., Ltd. And the problems encountered in the actual working process, such as unreasonable channel design, manufacturer contradictions, channeling of goods, analysis of the causes. Then set up the goal and principle of channel improvement, according to the factors that affect the improvement, From the aspects of channel mode design, member selection, channel control, conflict management and channel incentive, this paper puts forward an improved scheme. Finally, according to the scheme, brand culture, human, financial, material and information systems are used. Based on the author's working experience in Pepsi for many years, according to the relevant theory of distribution channel, through the analysis of the current situation of distribution channel of Pepsi Company, this paper shows the channel mode of industry leading brand in all directions. At the same time, according to the shortcomings found in its daily management and the improvement being made, the process of channel evolution is vividly displayed to everyone, which has a certain guidance and reference to the distribution channel management of Changsha Pepsi Co., Ltd.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.82

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