康师傅方便面现代渠道管理策略研究
发布时间：2019-06-14 16:35
【摘要】：进入21世纪，随着人们生活的节奏不断加快，人们消耗快速消费品的量也越来越大，随之应运而生的快速消费品工业（快速消费品）也蓬勃发展。与快消品同样蓬勃发展的则是零售业的蓬勃发展。在快消品中出现了一批业界的第一品牌，诸如康师傅、可口可乐、宝洁等。而在零售业中也开始出现了业界的巨无霸，诸如沃尔玛、大润发、华润万家。这些大型零售商我们在本文中统称现代渠道。在中国的零售市场上，从大城市到二三线城市，以至未来的农村市场正一步一步被现代渠道的门店所占领，，与之相对应的传统渠道（经销商、批发商之类）的市场份额正被现代渠道无情蚕食。而作为供应商也正一步一步被现代渠道的强有力的通路控制权所钳制，经营之路越来越艰难。 本文以顶益食品有限公司（下文简称康师傅方便面公司为研究对象，基于康师傅方便面公司组织结构和分销渠道的管理现状，借助渠道管理、市场营销管理等理论方法，对康师傅康师傅公司的现代渠道经营方式进行了深入的研究分析，并对其在渠道中所执行的管理策略进行了诊断，提出了相应的改进建议。 经过本文的诊断分析，康师傅现代渠道的运作模式在行业中处于领先地位，但其运作过程中也存在一些实际操作问题，包括人员架构、运营成本、覆盖区域，物流配送等问题。同时，由于康师傅处于行业中的第一品牌，因此该建议也针对各品类别中的一、二线品牌提出，对于中小型企业、三、四线品牌相对不适合。
[Abstract]:In the 21st century, as the pace of people's life is increasing, people consume more and more rapid consumer goods, and the rapid consumer goods industry (fast-consumer goods), which comes into being, is also booming. The same development as the fast-ending product is the booming of the retail industry. A number of the industry's first brands, such as Shifu, Coca-Cola, P & G, and so on. In the retail sector, there has also been the industry's big Mac, such as Wal-Mart, Runfa, and CR Vanguard. These large retailers are collectively referred to herein as modern channels. In China's retail market, from the big city to the second three-tier city, the future rural market is being occupied by the store of the modern channel, and the market share of the traditional channels (dealers, wholesalers, etc.) corresponding to it is being eaten by the modern channel. As a supplier, it is also one step to be clamped by the powerful access control of the modern channel, and the road of operation is getting more and more difficult. This paper is based on the current situation of the management of the organization structure and distribution channel of the instant noodle company based on the current situation of the management of the channel, marketing management and so on based on the management of the company's organization structure and distribution channel. In this paper, the author makes an in-depth study and analysis of the modern channel management mode of Kangfu Kangfu Company, and makes a diagnosis on the management strategy in the channel, and puts forward the corresponding improvement and construction. On the basis of the diagnosis and analysis of this paper, the operation mode of the modern channel of Kangfu is in the leading position in the industry, but there are some practical problems in the process of operation, including personnel structure, operation cost, coverage area and logistics distribution. At the same time, due to the first brand in the industry, the proposal also aims at the first and second-line brands in the category. For small and medium-sized enterprises, the three-and four-wire brands are opposite
【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;F426.82
本文编号：2499527
[Abstract]:In the 21st century, as the pace of people's life is increasing, people consume more and more rapid consumer goods, and the rapid consumer goods industry (fast-consumer goods), which comes into being, is also booming. The same development as the fast-ending product is the booming of the retail industry. A number of the industry's first brands, such as Shifu, Coca-Cola, P & G, and so on. In the retail sector, there has also been the industry's big Mac, such as Wal-Mart, Runfa, and CR Vanguard. These large retailers are collectively referred to herein as modern channels. In China's retail market, from the big city to the second three-tier city, the future rural market is being occupied by the store of the modern channel, and the market share of the traditional channels (dealers, wholesalers, etc.) corresponding to it is being eaten by the modern channel. As a supplier, it is also one step to be clamped by the powerful access control of the modern channel, and the road of operation is getting more and more difficult. This paper is based on the current situation of the management of the organization structure and distribution channel of the instant noodle company based on the current situation of the management of the channel, marketing management and so on based on the management of the company's organization structure and distribution channel. In this paper, the author makes an in-depth study and analysis of the modern channel management mode of Kangfu Kangfu Company, and makes a diagnosis on the management strategy in the channel, and puts forward the corresponding improvement and construction. On the basis of the diagnosis and analysis of this paper, the operation mode of the modern channel of Kangfu is in the leading position in the industry, but there are some practical problems in the process of operation, including personnel structure, operation cost, coverage area and logistics distribution. At the same time, due to the first brand in the industry, the proposal also aims at the first and second-line brands in the category. For small and medium-sized enterprises, the three-and four-wire brands are opposite
【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;F426.82
【参考文献】
相关硕士学位论文 前5条
1 徐鹏;统一兰州分公司方便面营销策略研究[D];西北大学;2005年
2 王程;快速消费品行业分销渠道冲突研究[D];同济大学;2007年
3 穆庆海;快速消费品行业营销渠道冲突管理[D];西南财经大学;2007年
4 王晓华;康师傅饮料渠道营销策略研究[D];北京邮电大学;2007年
5 李响;统一企业方便面市场营销策略研究[D];天津财经大学;2009年
本文编号：2499527
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