青铜峡市禹皇葡萄酒庄营销渠道优化研究

发布时间：2018-01-12 03:24

本文关键词：青铜峡市禹皇葡萄酒庄营销渠道优化研究　出处：《宁夏大学》2017年硕士论文　论文类型：学位论文

【摘要】：在宁夏葡萄酒市场内,对于中小葡萄酒庄而言,设计符合中小葡萄酒庄发展的营销渠道并且进行规范的管理是葡萄酒营销取得成功的关键要素之一,是酒庄提高市场占有率的必要因素。宁夏青铜峡市禹皇酒庄作为较新的品牌进入宁夏市场,其渠道建设模仿了其他葡萄酒庄,即直营专卖店和经销商相结合的模式。虽然禹皇酒庄在较短的时间内完成了营销渠道的建设,但在具体实施中产生了较多问题,例如对渠道成员选择把关不够严格、对渠道成员的培训没有形成科学的方案、渠道结构不科学、渠道成员的激励手段存在诸多弊端等方面的问题使得酒庄在葡萄酒销售方面出现困境。因此,该如何解决这种困境?调高禹皇酒庄葡萄酒销量呢?笔者认为,营销渠道对于营销模式成功的意义重大,另外,营销渠道一定要配有科学的渠道管理。笔者通过各种方法深入的分析了禹皇酒庄现有营销渠道中存在的不足,借助渠道营销相关理论工具,找到该酒庄目前在渠道构建和渠道管理上存在的问题以及整改的必要性后,找到了优化渠道结构的方案,并且对渠道的管理模式以及渠道的信息化建设提供有现实意义的帮助。同时也希望此文的研究结论能为宁夏市场的其他中小酒庄在渠道构建与管理上提供帮助。
[Abstract]:In Ningxia Wine market, for small and medium-sized Wine Zhuang, designed to meet the small Wine Zhuang development marketing channels and standardized management is one of the key elements of Wine marketing success, is the essential factor to improve market share. The winery in Ningxia city Yu Huang bronze gorge winery as a new brand to enter the market in Ningxia, the channel the construction of the other Wine imitation village, namely direct stores and distributors combination mode. Although Yu Huang winery in a relatively short time to complete the construction of marketing channels, but there have been many problems in its implementation, such as the selection of channel members of the channel member checks are not stringent enough, there is no scientific training scheme, the channel structure is not scientific, there are many drawbacks and problems which make trouble in Wine winery sales channel members incentives. Therefore, How to solve this dilemma? High Yu Huang winery sales Wine? The author thinks that the marketing channels for marketing success is significant, in addition, the channel management marketing channels must be equipped with science. Through various methods of in-depth analysis of the existing problems of Yu Huang winery in the marketing channel, with the help of related marketing channels the theoretical tool, find the winery currently exists in the channel construction and channel management problems and the necessity of rectification, find the optimization of channel structure, and information construction of channel management and channel to provide practical help. At the same time also hope that other small and medium-sized winery research conclusion of this text can for Ningxia the market of construction to provide help and management in the channel.

【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

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