广西可口可乐公司营销渠道管理研究

发布时间：2018-12-20 11:22

【摘要】：2015年开始,中国经济从高速增长转为中低速平缓增长,经济增长呈下行趋势,随之而来,中国快消品市场也出现了相应的变化。2016年,快速消费品业增长停滞,行业并购现象频发,消费趋势也在悄然变化,消费者更关注食品的健康及安全,在这种趋势下,快消品行业的渠道呈也呈多样化发展,新渠道不断涌现,电商渠道正在蚕食传统渠道的市场份额。然而反观目前中国快消品市场,产品的同质化程度加深,营销手段同质化越来越明显,这意味着厂家越来越难从众多的产品和服务中脱颖而出,让消费者有长期保持购买的意愿。面对这样残酷的竞争环境,各大厂商都在绞尽脑汁思考着如何使得产品从终端顺利转移到消费者手中,营销渠道的关注点从终端逐渐转移到消费者身上,即如何利用终端管理的有效性让消费者产生购买行为。面对这样的外部环境,作为快消品市场“直控终端”的代表,可口可乐公司对于营销渠道终端的管理有着较为丰富的经验,对于各渠道消费者的行为也有着较为深刻的洞察,虽然可口可乐公司有完善的终端店内执行和推动机制,但在营销渠道的管理过程中仍有可以提高和改善的空间。研究和改善可口可乐营销渠道的管理对于快消品行业具有一定的借鉴意义。在这个背景下,本文将研究如果通过有效的终端管理,提高渠道生产效力,提升消费者在店内购买的机率。文章内容大概归纳为:首先,从消费者的构成以及行为模式出发,找出消费者行为对于营销活动的影响因素;其次,通过终端店内点位有效分析,明确终端店内投资的优先次序;再次,通过规划和定位店内促销活动,提升消费者活动的影响力;最后,在提升终端管理有效性的基础下,强化内部组织机制,增强营销渠道终端投资的监控和预警,保证渠道投资的合理性。本文的创新点体现在从消费者的行为出发,诠释了渠道终端店内投资的有效性程度,并通过强化组织机制,增强了营销渠道终端投入的监控和预警。作为快消品行业的领跑者,广西可口可乐公司在营销渠道上的管理创新具备指导意义。
[Abstract]:Since 2015, China's economy has changed from a high growth rate to a moderate and slow growth rate. The economic growth has shown a downward trend, and the Chinese fast consumer goods market has also changed accordingly. In 2016, the fast moving consumer goods industry stagnated. The phenomenon of M & A in the industry is frequent, and the trend of consumption is also changing quietly. Consumers are more concerned about the health and safety of food. Under this trend, the channels of fast consumer goods industry are also diversified and new channels are constantly emerging. E-commerce channels are encroaching on the market share of traditional channels. However, looking back at the current Chinese fast consumer market, the degree of homogenization of products has deepened and the homogeneity of marketing means has become more and more obvious. This means that manufacturers are becoming more and more difficult to stand out from many products and services. Let the consumer have the will to keep buying for a long time. In the face of such a cruel competitive environment, the major manufacturers are racking their brains to think about how to make the products transfer smoothly from the terminal to the consumer, and the focus of the marketing channel gradually shifts from the terminal to the consumer. That is, how to use the effectiveness of terminal management to enable consumers to purchase behavior. In the face of such an external environment, as the representative of the "direct-control terminal" of the fast consumer market, Coca-Cola Company has rich experience in the management of the marketing channel terminal, and has more profound insight into the behavior of consumers in various channels. Although Coca-Cola has a perfect implementation and promotion mechanism in the terminal store, there is still room for improvement in the management of marketing channels. To study and improve the management of Coca-Cola marketing channel has certain reference significance for the fast product industry. In this context, this paper will study how to improve the effectiveness of channel production through effective terminal management, and improve the probability of consumers buying in stores. The content of the article is summarized as follows: first, from the consumer composition and behavior model, to find out the consumer behavior for marketing activities; Secondly, through the effective analysis of terminal in-store location, the priority of in-store investment is determined; thirdly, the influence of consumer activities is enhanced by planning and positioning in-store promotional activities. Finally, on the basis of improving the effectiveness of terminal management, we should strengthen the internal organization mechanism, strengthen the monitoring and early warning of marketing channel terminal investment, and ensure the rationality of channel investment. The innovation of this paper is to explain the degree of effectiveness of the channel terminal instore investment from the consumer's behavior, and strengthen the organization mechanism to strengthen the monitoring and early warning of the marketing channel terminal investment. As the leader of fast-acting products industry, the management innovation of Guangxi Coca-Cola Company in marketing channel has guiding significance.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.82

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