山东ZK公司市场营销渠道管理研究

发布时间：2018-05-30 04:14

本文选题：营销渠道 + 渠道管理　；参考：《青岛科技大学》2015年硕士论文

【摘要】：近几年国际国内经济形势疲软,国家将经济发展重点转向拉动内部消费,而快速消费品首当其冲的会受到影响。随着居民购买力的提升,快速消费品,尤其是饮料行业,将迎来新一轮的市场发展机遇。面对新的机遇,企业如何发展就成为摆在面前迫切需要解决的问题。快速消费品,尤其是饮料行业,营销渠道建设及管理的重要性是不言而喻的,营销渠道管理越来越被视为是一个战略性的竞争因素。于是越来越多的企业意识到“得渠道者得天下”,“渠道为王”的说法日渐盛行。本文以山东ZK公司为研究对象,对其营销渠道进行深入调研,并结合现代的渠道管理理论,分析山东ZK公司在当前市场形势下营销策略及渠道建设面临的问题,并理论结合实际,提出了山东ZK公司渠道经销商管理的新思路。本文分为五个部分。第一章是绪论,介绍了课题背景,研究意义和研究思路。第二章是营销渠道管理的理论。第三章是分析介绍了快速消费品对营销渠道的特殊要求,以及饮料行业结构、市场结构以及发展状况,以理论与实际相结合的原则阐述了饮料行业的营销渠道应如何建立。本章节还对研究对象—山东ZK公司—的现状做了简介。第四章探讨了山东ZK公司营销渠道管理的现状,以及对山东ZK公司营销渠道管理的控制标准,以及渠道管理问题的剖析。第五章是对山东ZK公司营销渠道的优化建议,本章主要探讨在山东ZK公司当前的渠道策略下,如何实现对多渠道、不同渠道成员及终端售点的管控及由此带来的影响。本文对于快速消费品,特别是饮料行业的渠道结构设计及经销商管理策略研究,提出了创新的思路,为其他企业渠道建设提供了参考。
[Abstract]:In recent years, the international and domestic economic situation has been weak, and the national economic development focus has shifted to internal consumption, while fast moving consumer goods will be the first to be affected. With the increasing purchasing power of residents, FMCG, especially beverage industry, will usher in a new round of market development opportunities. In the face of new opportunities, how to develop enterprises has become an urgent problem to be solved. The importance of marketing channel construction and management is self-evident in fast moving consumer goods, especially in beverage industry. Marketing channel management is more and more regarded as a strategic competitive factor. As a result, more and more enterprises realize that "the channel wins the world", and the saying "channel is king" is becoming more and more popular. This article takes Shandong ZK Company as the research object, carries on the thorough investigation to its marketing channel, and unifies the modern channel management theory, analyzes the Shandong ZK company under the present market situation marketing strategy and the channel construction question which faces, Combining theory with practice, a new way of channel dealer management of Shandong ZK Company is put forward. This paper is divided into five parts. The first chapter is the introduction, which introduces the background, research significance and research ideas. The second chapter is the theory of marketing channel management. The third chapter is to analyze and introduce the special requirements of fast moving consumer goods on marketing channels, as well as the structure, market structure and development of beverage industry, and explain how to establish the marketing channels of beverage industry based on the principle of combining theory with practice. This chapter also gives a brief introduction to the research object-Shandong ZK Company. The fourth chapter discusses the current situation of the marketing channel management of Shandong ZK Company, as well as the control standard of the marketing channel management of Shandong ZK Company and the analysis of the channel management problems. The fifth chapter is to optimize the marketing channel of Shandong ZK Company. This chapter mainly discusses how to control and control the multi-channel, the different channel members and the terminal selling points under the current channel strategy of Shandong ZK Company. In this paper, the channel structure design and dealer management strategy of FMCG, especially in beverage industry, are studied, and the innovative ideas are put forward, which provide reference for the channel construction of other enterprises.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82

【相似文献】