案例研究：广东酒检酒业公司的渠道运营管理

发布时间：2018-03-22 12:05

本文选题：酒类行业　切入点：渠道运作　出处：《华南理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,中国酒类市场经过黄金十年的高速发展之后,在“塑化剂”和限制“三公消费”的影响下,同时受经济发展速度下降的影响,正趋向于理性发展阶段。营销环境的重大变化,导致酒类运营商的渠道重心调整,从以效率、效益为重心逐步转向以实力、服务为重心,渠道组成形式正转向以厂商一体、经营联盟为重点的形式。本文采用案例研究的方法,以广东酒检酒业公司渠道运作管理为研究对象,运用营销管理的基本理论和方法,在阐述公司发展历程和产品经营的基础上,对公司所处的营销环境进行分析,创建“广东酒检酒业”品牌化连锁企业,实施网络平台化运营,成为了广东地区较为领先的酒类连锁运营商的过程。归纳了广东酒检酒业公司渠道连锁化运作的关键要素。在案例正文部分,首先分析了公司的发展历程,业务组成与结构,在外部宏观环境的变化及行业竞争加剧情况下,结合自身情况制定出真实有效的市场管理策略:产品组合管理、市场价格管控、渠道建设规划、促销政策实施,通过整合营销队伍及控制公司内部库存后台支持系统,切实提高市场管理和服务水平,使得企业更加有效地运转。在案例分析部分,重点分析了渠道运营管理,传统渠道:商超营运问题及对策;新拓展渠道:“广东酒检酒业”连锁化运作管理;电子商务:网络平台构建。从中总结渠道运营管理的方法和经验,最后,在目前经营现状分析的基础上,指出公司未来发展的方向和目标。
[Abstract]:In recent years, after the rapid development of the golden decade, under the influence of "plasticizer" and restrictions on "three public consumption", the Chinese liquor market has also been affected by the decline in the speed of economic development. The major changes in the marketing environment have led to the adjustment of the channel gravity of liquor operators, from efficiency and benefit to strength and service, and the form of channel composition is turning into a whole of manufacturers. This paper adopts the method of case study, takes the channel operation management of Guangdong Liquor Inspection Company as the research object, and applies the basic theory and method of marketing management. On the basis of expounding the development course and product management of the company, the marketing environment of the company is analyzed, the brand chain enterprise of "Guangdong wine inspection industry" is established, and the network platform operation is carried out. This paper summarizes the key elements of the channel chain operation of Guangdong Liquor Inspection Company. In the main part of the case, it analyzes the development course, business composition and structure of the company. Under the circumstance of the change of the external macro environment and the intensification of the competition in the industry, the real and effective market management strategies are worked out according to their own conditions: product portfolio management, market price control, channel construction planning, promotion policy implementation, etc. By integrating the marketing team and controlling the backstage support system of the internal inventory of the company, the market management and service level can be improved, so that the enterprise can operate more effectively. In the case analysis part, the paper focuses on the analysis of the channel operation management. Traditional channels: business super operation problems and countermeasures; new development channels: "Guangdong wine inspection industry" chain operation management; e-commerce: network platform construction. From the summary of channel operation and management methods and experience, finally, On the basis of the analysis of the present operating situation, the paper points out the direction and goal of the company's future development.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721

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