吉林加一公司人参产品营销渠道优化策略研究

发布时间：2018-04-12 16:52

本文选题：吉林加一公司 + 营销渠道　；参考：《吉林财经大学》2017年硕士论文

【摘要】：吉林省作为世界人参的主产区,人参产量约占全国人参市场的80%~90%,占世界人参总产量的70%以上。虽然吉林省有着巨大的人参产量,但却没有在人参市场中占据主动权,人参的高产量没有形成高产值,目前人参产成品的高端市场被日本、韩国、欧洲等国家占有,吉林省正沦为国外人参高端产成品行业的“原料产地”。随着国家经济的发展,社会的不断进步,我国人民的生活水平呈逐年上升趋势,人们保健意识也在不断的增强,人参产品迎来了新的发展机遇,销售量有逐年上升的趋势。在此巨大的行业机遇下,吉林加一健康产业股份有限公司(以下简称吉林加一公司)的人参产品也面临着巨大的挑战,产能充足但销售却达不到预期效果,销售有很多渠道但是却没有重点,销售过度依靠出口,国内市场没有打开。本文通过分析吉林加一公司营销渠道存在的、营销渠道布局不合理、营销渠道执行力不强、营销渠道管理混乱、营销渠道缺乏长期性规划、营销渠道结构不合理以及营销渠道反馈机制不健全等问题进行分析,采取增加新的渠道类型、放弃过时的渠道类型、改进现有的渠道类型以及建立营销渠道反馈机制4个方面对营销渠道类型进行优化;通过减少营销渠道的中间商和加大代理商的奖励力度对营销渠道的结构进行优化;通过改变现有营销渠道的布局和加大高效营销渠道的投入对营销渠道的布局进行优化;通过加强渠道的制度管理和长期性规划对营销渠道的流程进行优化。通过以上对吉林加一公司营销渠道类型、结构、布局和流程4个方面的优化使企业营销渠道更加合理,使企业能够提升销售额,开拓更大的市场。与此同时,本文还对吉林加一公司的营销渠道优化研究了制度、资金、人员和其他保障,保障了对吉林加一公司的营销渠道优化能够顺利实施。使企业能够在接下来一段时间内能够产生一定的积极影响,提升企业竞争力,占有更大的市场份额。
[Abstract]:As the main production area of ginseng in the world, Jilin Province accounts for about 80% of the national ginseng market, accounting for more than 70% of the total output of ginseng in the world.Although Jilin Province has a huge ginseng output, it does not take the initiative in the ginseng market. The high output of ginseng does not form a high output value. At present, the high-end market of ginseng products is occupied by Japan, South Korea, Europe and other countries.Jilin Province is being reduced to foreign ginseng high-end product industry, "raw material production area."With the development of national economy and the progress of society, the living standard of people in our country is rising year by year, people's health care consciousness is also strengthening constantly, ginseng products ushered in a new development opportunity, and the sales volume is rising year by year.Under this huge industry opportunity, the ginseng products of Jilin Jiayi Health Industry Co., Ltd. (hereinafter referred to as Jilin + 1 Company) are also faced with enormous challenges. The production capacity is sufficient but the sales are not as good as expected.There are many channels for sales but no focus. Sales rely too heavily on exports, and the domestic market is not open.This paper analyzes the existence of the marketing channel of Jilin Jia-yi Company, the unreasonable distribution of the marketing channel, the weak executive power of the marketing channel, the confusion of the marketing channel management, the lack of long-term planning of the marketing channel.The unreasonable structure of marketing channel and the imperfect feedback mechanism of marketing channel are analyzed, and the new channel type is added, and the outdated channel type is abandoned.Improve the existing channel type and establish the marketing channel feedback mechanism to optimize the marketing channel type, optimize the structure of the marketing channel by reducing the middleman of the marketing channel and increasing the incentive of the agent.It optimizes the distribution of marketing channels by changing the layout of existing marketing channels and increasing the investment of efficient marketing channels, and optimizes the process of marketing channels by strengthening the institutional management of channels and long-term planning.Through the above optimization of the marketing channel type, structure, layout and flow of Jilin Jiayi Company, the enterprise marketing channel is more reasonable, so that the enterprise can promote the sales volume and open up a larger market.At the same time, this paper also studies the system, funds, personnel and other guarantees of the optimization of the marketing channels of Jilin + 1 Company, which ensures the smooth implementation of the optimization of the marketing channels of Jilin + 1 Company.So that enterprises in the next period of time can produce a certain positive impact, enhance the competitiveness of enterprises, occupy a greater market share.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F324

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