雪花啤酒常州公司营销渠道研究
发布时间：2018-10-24 22:40
【摘要】：中国啤酒市场的发展就是中国经济发展的缩影。计划经济时期,各地啤酒市场以当地品牌为主,自给自足；进入市场经济以后,国家经济迅速发展,人民生活水平迅速提高,中国啤酒市场的消费能力也跃居到世界前列,啤酒企业的发展也大大得到了提高。随着国内青岛、华润雪花、燕京等几个大型啤酒厂家的崛起,百威英博、嘉士伯、三得利等世界一流啤酒集团的进入,原有的市场竞争格局被彻底打破,群雄逐鹿、跑马圈地,啤酒企业兼并重组不断发生,啤酒市场的竞争也日渐白刃化。激烈的市场竞争也致使各啤酒厂家的产品在质量、包装、口味、工艺等方面逐渐趋于同质化；多种多样的各类促销方式也被各个厂家之间互相借鉴、互相效仿,很难持续吸引消费者的眼球。如何提高产品覆盖、提升占有率,让消费者随处看得到、买得到、愿意买,企业才能保持市场竞争优势。而有效掌控终端、确立渠道优势地位、建立渠道壁垒、建立高效渠道模式是啤酒企业能够保持竞争优势的重要手段。本论文主要针对雪花啤酒常州公司进行研究。雪花啤酒在进入常州市场后,公司制定的战略目标是：通过雪花品牌的全面进入,在苏南太湖流域经济发达地区之常州市场建立市场强势地位,逐步实现市场份额第一,实现雪花品牌主导下的强势地位。虽然雪花啤酒的销售策略、品牌影响及丰富的产品线在市场竞争中具有一定的优势,但当前雪花啤酒常州公司的营销渠道,因渠道层级较多,渠道布局不合理,渠道宽度不够,不足以满足雪花产品在目标市场上的全细分场所的覆盖,因渠道效率较低,不能保证产品迅速到达终端,公司的促销政策也不能有效落实,市场信息不能通过渠道及时反馈,严重制约了市场的拓展和发展。为了保障雪花啤酒在常州市场的迅速突破,实现公司的战略目标,渠道改造的工作已刻不容缓。本文通过对雪花啤酒常州公司所处的环境的全面分析,从而发现影响雪花啤酒常州公司营销渠道的内外在因素,从营销渠道结构、营销渠道组织和营销渠道管理等方面入手,找出现有营销渠道中存在的问题。通过对渠道扁平化、补偿式深度分销、营销网络的设计、渠道管理和考核、渠道优势地位的确立、建立渠道壁垒、与渠道成员建立战略合作关系等方面的研究,提出渠道改造的建议,从而帮助雪花啤酒常州公司建立具有市场竞争力的渠道模式,并希望本文能够对其他快消品企业建立高效渠道模式提供借鉴。
[Abstract]:The development of China's beer market is the epitome of China's economic development. During the planned economy period, local beer markets were dominated by local brands and self-sufficient. After entering the market economy, the national economy developed rapidly, the people's living standards improved rapidly, and the consumption power of China's beer market leapt to the forefront of the world. The development of beer enterprises has also been greatly improved. With the rise of several large breweries such as Qingdao, Huarun Snow, Yanjing, and the entry of world-class beer groups such as Budweiser InBev, Carlsberg, and Suntory, the original market competition pattern has been completely broken, people are fighting for the deer and running horses to encircle the land. Beer enterprises merge and reorganize constantly, the competition of beer market is becoming more and more sharp. The fierce market competition has also led to the gradual homogenization of the products of various breweries in terms of quality, packaging, taste, technology, etc. Various kinds of promotion methods have also been used for reference and imitated by various manufacturers. It's hard to keep attracting consumers' attention. How to improve product coverage and share, so that consumers can see, buy, willing to buy, enterprises can maintain market competitive advantage. The effective control of the terminal, the establishment of channel advantage status, the establishment of channel barriers, and the establishment of efficient channel model are important means for beer enterprises to maintain their competitive advantage. This thesis mainly focuses on Snow Beer Changzhou Company. After entering the Changzhou market, Snow Beer's strategic goal is to establish a strong market position in Changzhou market in the economically developed area of the Taihu Lake basin in southern Jiangsu through the comprehensive entry of the snowflake brand, and gradually realize the market share first. To achieve a strong position under the leadership of the snowflake brand. Although Snow Beer's sales strategy, brand influence and rich product line have certain advantages in the market competition, the current marketing channels of the Changzhou Company of Snow Beer are not wide enough because of more channel levels, unreasonable distribution of channels, and insufficient channel width. It is not enough to meet the full subdivision of snowflake products in the target market. Because the channel efficiency is low, the products can not reach the terminal quickly, the company's promotion policy cannot be effectively implemented, and the market information can not be fed back in time through the channels. Seriously restricted the market development and development. In order to guarantee Snow Beer's rapid breakthrough in Changzhou market and realize the company's strategic goal, the work of channel transformation is urgent. Through the comprehensive analysis of the environment of Snow Beer Changzhou Company, this paper finds out the internal and external factors that affect the marketing channel of Snow Beer Changzhou Company, starting with the structure of the marketing channel, the organization of the marketing channel and the management of the marketing channel. Look for problems in marketing channels. Through the research of channel flattening, compensatory deep distribution, design of marketing network, channel management and examination, establishment of channel advantage position, establishment of channel barrier, establishment of strategic cooperative relationship with channel members, etc. This paper puts forward the suggestion of channel transformation, thus helps Snow Beer Changzhou Company to establish a channel model with market competitiveness, and hopes that this paper can provide reference for other fast consumer enterprises to establish efficient channel mode.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82
本文编号：2292776
[Abstract]:The development of China's beer market is the epitome of China's economic development. During the planned economy period, local beer markets were dominated by local brands and self-sufficient. After entering the market economy, the national economy developed rapidly, the people's living standards improved rapidly, and the consumption power of China's beer market leapt to the forefront of the world. The development of beer enterprises has also been greatly improved. With the rise of several large breweries such as Qingdao, Huarun Snow, Yanjing, and the entry of world-class beer groups such as Budweiser InBev, Carlsberg, and Suntory, the original market competition pattern has been completely broken, people are fighting for the deer and running horses to encircle the land. Beer enterprises merge and reorganize constantly, the competition of beer market is becoming more and more sharp. The fierce market competition has also led to the gradual homogenization of the products of various breweries in terms of quality, packaging, taste, technology, etc. Various kinds of promotion methods have also been used for reference and imitated by various manufacturers. It's hard to keep attracting consumers' attention. How to improve product coverage and share, so that consumers can see, buy, willing to buy, enterprises can maintain market competitive advantage. The effective control of the terminal, the establishment of channel advantage status, the establishment of channel barriers, and the establishment of efficient channel model are important means for beer enterprises to maintain their competitive advantage. This thesis mainly focuses on Snow Beer Changzhou Company. After entering the Changzhou market, Snow Beer's strategic goal is to establish a strong market position in Changzhou market in the economically developed area of the Taihu Lake basin in southern Jiangsu through the comprehensive entry of the snowflake brand, and gradually realize the market share first. To achieve a strong position under the leadership of the snowflake brand. Although Snow Beer's sales strategy, brand influence and rich product line have certain advantages in the market competition, the current marketing channels of the Changzhou Company of Snow Beer are not wide enough because of more channel levels, unreasonable distribution of channels, and insufficient channel width. It is not enough to meet the full subdivision of snowflake products in the target market. Because the channel efficiency is low, the products can not reach the terminal quickly, the company's promotion policy cannot be effectively implemented, and the market information can not be fed back in time through the channels. Seriously restricted the market development and development. In order to guarantee Snow Beer's rapid breakthrough in Changzhou market and realize the company's strategic goal, the work of channel transformation is urgent. Through the comprehensive analysis of the environment of Snow Beer Changzhou Company, this paper finds out the internal and external factors that affect the marketing channel of Snow Beer Changzhou Company, starting with the structure of the marketing channel, the organization of the marketing channel and the management of the marketing channel. Look for problems in marketing channels. Through the research of channel flattening, compensatory deep distribution, design of marketing network, channel management and examination, establishment of channel advantage position, establishment of channel barrier, establishment of strategic cooperative relationship with channel members, etc. This paper puts forward the suggestion of channel transformation, thus helps Snow Beer Changzhou Company to establish a channel model with market competitiveness, and hopes that this paper can provide reference for other fast consumer enterprises to establish efficient channel mode.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.82
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