BY酒业西安分公司营销渠道优化研究

发布时间：2018-05-30 16:50

本文选题：进口葡萄酒 + 渠道优化　；参考：《西北大学》2015年硕士论文

【摘要】：近年来,伴随着世界经济全球化和中国经济的高速发展,中国日渐升温的葡萄酒市场越来越多地受到国际酒商的关注。同时,国家大幅降低进口关税的举措提高了进口葡萄酒的市场竞争力,促进了市场的快速增长,使得国内外酒商纷纷逐鹿中国市场。成立于厦门的BY酒业公司与法国酒庄合作,在中国市场上推广和销售进口葡萄酒。经过几年的发展,公司已经在全国各大城市设立渠道网点,同时于2009年成立BY西安分公司并致力于进军陕西省葡萄酒市场。在此过程中,进口葡萄酒市场竞争日趋激烈,产品日趋同质化,公司发现产品、价格、促销等营销策略在提高产品的市场占有率上收效甚微,而营销渠道的设计与管理已经成为关键因素。因此,基于目前公司营销渠道存在的不足,如何结合渠道内外环境因素优化营销渠道以及建立配套的渠道管理体系,在激烈的市场竞争中体现竞争优势、扩大市场份额,是摆在BY西安分公司面前的一大课题。本文以BY西安分公司营销渠道为研究主题,运用了市场营销渠道管理理论,结合公司所处的市场环境和自身的经营状况,对公司现有营销渠道结构和管理模式做出了深入的研究和分析。文章在指出公司营销渠道在结构上和管理上存在的问题以及整改的必要性之后,在渠道结构上提出了具体的优化方案,并对渠道的管理模式以及渠道信息化建设提出了建议。本文不仅能为BY酒业西安分公司提供渠道优化解决方案,也能为总公司下属的其他区域分公司营销渠道的管理提供参考和借鉴。
[Abstract]:In recent years, with the globalization of the world economy and the rapid development of the Chinese economy, the wine market in China has been paid more and more attention by the international winemakers. At the same time, the government's measures to reduce import tariffs have improved the market competitiveness of imported wine, promoted the rapid growth of the market, and led domestic and foreign wine merchants to catch up with the Chinese market one after another. Established in Xiamen, our company works with French wineries to promote and sell imported wines in the Chinese market. After several years of development, the company has established channels in major cities throughout the country, and in 2009 established by Xi'an branch and committed to enter the wine market in Shaanxi Province. In this process, the import wine market competition is becoming increasingly fierce, the products become more homogeneous, the company found that the products, prices, promotions and other marketing strategies in increasing the market share of the product has little effect. The design and management of marketing channels has become a key factor. Therefore, based on the shortcomings of the company's marketing channels, how to optimize the marketing channels and establish a supporting channel management system in combination with the internal and external environmental factors of the channel, so as to reflect the competitive advantage and expand the market share in the fierce market competition. Is put in Xi'an branch in front of a major subject. This paper takes the marketing channel of by Xi'an Branch as the research topic, applies the marketing channel management theory, combines the market environment and its own management situation of the company. The company's existing marketing channel structure and management model to make a thorough study and analysis. After pointing out the problems existing in the structure and management of the company's marketing channel and the necessity of rectification, the paper puts forward the concrete optimization scheme in the channel structure, and puts forward some suggestions on the channel management mode and the channel information construction. This paper can not only provide the channel optimization solution for Xi'an branch of by liquor industry, but also provide reference and reference for the management of marketing channel of other regional branch of head office.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82

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