基于短渠道深度分销的KW啤酒营销渠道模式研究

发布时间：2018-01-18 12:06

本文关键词：基于短渠道深度分销的KW啤酒营销渠道模式研究　出处：《湘潭大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着世界经济的高速发展，企业间的竞争日趋激烈，而国外大品牌、大企业的纷纷涌入，中国国内市场竞争环境更是日益惨烈，尤其是快速消费品行业，其营销环境、市场营销理念和营销战略、战术均发生了显著的变化。作为企业重要的市场竞争资源，营销渠道的重要性日益突显。在某种程度上，可以说“谁掌控了渠道，谁就赢得了市场”。本文以KW啤酒公司营销渠道目前现状与存在的问题为研究对象，采用调查研究和企业案例研究相结合的方法，以渠道理论为指导，以笔者在KW啤酒公司工作期间的实际案例及调查研究为基础，对现行渠道模式进行定性分析，找出现有渠道模式要求与渠道设置状况之间存在的主要矛盾，并通过对现有渠道主要成员及营销管理人员进行访谈式问卷调研，聚焦影响市场运作的主要“不满意”因素，深入分析该因素的产生原因和相互关系，，从而得出当前所存在的主要问题。针对企业市场渠道现状和存在问题，创新提出基于短渠道的深度分销模式的变革对策，并从营销渠道的实际运作层面，描述渠道成员的选择、厂商职能的分工、渠道成员的激励、经销商的评估、渠道的权利及控制等过程，从而建立起营销渠道的整体管理体系及有效实施保障方案。通过分析，本文最终得出的结论是，面对激烈的市场竞争，为了稳定市场，提升销量，KW啤酒公司必须对营销渠道模式进行重新的设计，完善管理体系，这样才能达到有效控制渠道运作成本，最大限度地提升渠道运作效率的目的，并通过细化营销渠道管理，帮助企业快速提升市场竞争力并促进企业的良性发展。本文的研究对国内大部分啤酒企业的营销渠道设计与管理有较重要的实际借鉴意义，也为啤酒行业对营销渠道模式的设计、改进及创新提供探讨的素材。
[Abstract]:With the rapid development of the world economy, the competition between enterprises is becoming more and more fierce. With the influx of foreign big brands and large enterprises, the domestic market competition environment of China is increasingly fierce, especially the fast moving consumer goods industry. Its marketing environment, marketing concept, marketing strategy and tactics have all changed significantly. As an important market competition resource, the importance of marketing channel has become increasingly prominent. To some extent. It can be said that "who controls the channel, who won the market." This paper takes the current situation and existing problems of the marketing channel of KW Beer Company as the research object, adopts the method of combining the investigation and research with the enterprise case study, and takes the channel theory as the instruction. Based on the actual cases and investigation of the author during the working period of KW Beer Company, the qualitative analysis of the current channel model is carried out to find out the main contradiction between the requirement of the channel mode and the situation of the channel setting. And through the existing channels of the main members and marketing managers interview questionnaire survey, focusing on the market operation of the main "unsatisfactory" factors, in-depth analysis of the causes of this factor and the relationship between them. In view of the current situation and existing problems of the enterprise market channel, the innovation puts forward the reform countermeasures of the deep distribution mode based on the short channel, and from the actual operation level of the marketing channel. Describe the selection of channel members, the division of manufacturer's functions, the incentive of channel members, the evaluation of distributors, the rights and control of channels, etc. So as to establish the overall management system of marketing channels and effective implementation of security programs. Through the analysis, this paper comes to the conclusion that in the face of fierce market competition, in order to stabilize the market, we must redesign the marketing channel mode and perfect the management system in order to improve the sales volume of KW beer company. Only in this way can the channel operation cost be effectively controlled, the channel operation efficiency be maximized, and the marketing channel management be refined. To help enterprises to quickly enhance market competitiveness and promote the benign development of enterprises. The research of this paper has important practical significance for the design and management of marketing channels of most domestic beer enterprises. It also provides the material for the design, improvement and innovation of marketing channel mode in beer industry.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82

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