DWC公司中国市场渠道营销策略研究

发布时间：2018-07-31 07:56

【摘要】：随着中国经济改革开放的进程,快速消费品行业在过去近30年得到了长足的发展。外资企业、中外合资企业、国企和民企均在一个相对充分竞争的市场里各有所长,各自成长。食品饮料行业作为快速消费品的一个重要组成部分和代表,其品类和渠道发展也非常有特色。本文通对DWC公司在这十几年来的发展历程回顾和问题分析,并通过和竞争对手作比较,发掘出DWC公司作为中等规模外资饮料公司,在中国经济快速发展的过往时间里,寻找适合自身的营销战略,在试错中成长,一步步地调整与渠道的磨合、合作、共同发展的有价值的经验。在这个过程中,我们可以看到作为快速消费品公司,为何要规划品牌策略、细分渠道管理、制定不同的渠道策略并协同渠道发展;也可以看到在不同发展阶段,不同策略所起的不同作用,以及在整体行业竞争越来越激烈,电子商务快速发展的时期,渠道策略可能存在的漏洞或不适应新的发展形势;最后,作者尝试提出如何完善更合适的渠道策略体系与营销策略,如何推动渠道模式创新,并提出实施的步骤和方式,其中标准分销架构与渠道成功图像,Route to market模型等都是业内比较领先的研究实践成果。本文希望通过对单一企业单一品牌的研究,结合行业经验和企业发展得失,以管窥豹,对整个行业内企业的营销发展战略特别是渠道战略,给予一定的指引和借鉴。
[Abstract]:With the process of China's economic reform and opening up, fast-moving consumer goods industry has developed rapidly in the past 30 years. Foreign-funded enterprises, Sino-foreign joint ventures, state-owned enterprises and private enterprises have their own strengths in a relatively competitive market. As an important part and representative of fast moving consumer goods, food and beverage industry has its own characteristics in category and channel development. This paper reviews and analyzes the development of DWC Company in the past ten years, and by comparing with its competitors, finds out that DWC Company, as a medium-sized foreign-funded beverage company, has been developing rapidly in the past time of rapid economic development in China. Find suitable marketing strategy, grow in trial and error, step by step adjust and channel running-in, cooperation, common development of valuable experience. In this process, we can see why, as fast moving consumer goods companies, we should plan brand strategies, subdivide channel management, formulate different channel strategies and coordinate channel development; we can also see that at different stages of development, The different roles played by different strategies, as well as the loopholes that may exist in channel strategies or do not adapt to the new development situation at a time when competition in the industry as a whole is becoming more and more intense and e-commerce is developing rapidly; finally, The author tries to put forward how to perfect the more appropriate channel strategy system and marketing strategy, how to promote the innovation of channel mode, and the steps and methods of implementation. Standard distribution architecture and channel success image route to market model are the leading research results in the industry. This paper hopes to give some guidance and reference to the marketing development strategy, especially the channel strategy of the whole industry through the research of single brand of single enterprise, combined with the experience of industry and the gain and loss of enterprise development.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F416.82

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