高露洁棕榄（中国）有限公司营销渠道策略改进研究

发布时间：2018-01-19 10:31

本文关键词： 快速消费品渠道冲突渠道变革保障措施　出处：《湖南大学》2015年硕士论文　论文类型：学位论文

【摘要】：中国快速消费品市场经过近30年的发展,已进入成熟期。各竞争品牌的营销管理更加趋于同质化,只在销售渠道仍存在差异化管理的可能。鉴于此,各品牌正在对营销渠道进行优化和更新,甚至变革。面对二三线市场(BCD城市)的蓬勃发展和本土品牌的迅速崛起,高露洁公司如何更好地应对日益恶劣的竞争环境、有效地改善渠道管理并实施充分的保障措施,已经成为生死攸关的任务。鉴于此,本文利用各种研究方法,以营销渠道不同的功能和使命为理论根基,以高露洁棕榄中国有限公司的营销渠道为分析对象,结合一线销售人员的调查取证,基层的市场反馈,以及跨部门的沟通,深入探讨高露洁棕榄中国的营销渠道现存的问题及原因、变革的方向和保障的措施。着力于改变冲突的双层渠道,本文提出了大量可操作的改善措施以实现渠道的均衡发展。着力于完善渠道管理的生态环境,本文从渠道合并、区域化管理和渠道激励三个方面为高露洁勾画了渠道变革的整体图案和保障措施。希望可以为行业中同业者在营销渠道管理中提供借鉴及参考。
[Abstract]:After nearly 30 years of development, China's fast moving consumer goods market has entered a mature period. The marketing management of competitive brands tends to be more homogeneous, only in the sales channels there is a possibility of differentiated management. In view of this. Each brand is to optimize and renew the marketing channel, even change. Facing the second and third line market BCD city) vigorous development and the rapid rise of the local brand. How to better deal with the increasingly bad competition environment, effectively improve the channel management and implement adequate safeguards has become a vital task. In view of this, this paper makes use of various research methods. On the basis of different functions and missions of marketing channels, this paper analyzes the marketing channels of Colgate Palms China Co., Ltd., and combines the investigation and evidence collection of front-line sales personnel, and the market feedback at the grass-roots level. And cross-departmental communication, in-depth discussion of Colgate Palm China marketing channel existing problems and reasons, the direction of change and security measures. Focus on changing the conflict of the two-tier channel. This paper puts forward a large number of operational improvement measures to achieve the balanced development of the channel and focuses on improving the ecological environment of channel management. The regionalization management and the channel incentive have drawn the overall pattern and the safeguard measure of the channel reform for Colgate, hoping to provide reference and reference for the industry counterparts in the marketing channel management.
【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;F416.72

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