静宁县CJ果品公司营销渠道战略研究

发布时间：2018-02-04 20:06

本文关键词： 渠道战略 SWOT分析双道策略路径依赖大流通　出处：《西南交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：我国作为世界苹果生产大国,苹果消费需求旺盛,种植面积和产量常年居世界首位。同时,渤海湾和黄土高原这两大优势区域作为全国苹果生产最大的产业基地,拥有众多果品购销、贮藏、加工企业,这些企业或依靠品牌优势,或依靠成本优势,或依靠渠道优势,不断努力抢占国内外市场份额。甘肃省静宁县作为黄土高原重要优势产区之一,苹果产量逐年提高,品质优异,外销规模不断扩大,果业公司的收购成本相对于前几年也渐渐提高,因此,许多企业开始不断扩大销售网络,重新整合和布局国内外销售渠道,将渠道战略作为企业的核心竞争力来打造。CJ公司作为静宁县龙头果品企业之一,经过十几年的努力发展,在销售过程中逐步形成了四种渠道模式,即“公司+批发客商十农贸市场/超市”模式、“专营品牌形象店”模式、国外市场渠道以及网络营销渠道。但是这些渠道仍然面临着诸多不足,如渠道交易费用过高、效率低下；某些渠道规模小、发展不成熟、组织化程度低；公司的销售终端多以农贸集市为主,大型超市和自有苹果专卖店的渠道发展尚不成规模：尤其是“营销渠道路径依赖”问题比较严重,导致渠道间发展不均衡、不协调,甚至被一些新出现的小型网络果品公司占据了部分市场份额。所以,为了提高公司在国内果品企业中的竞争力,文章首先对CJ公司营销渠道的宏观环境进行分析,然后结合四种渠道模式在发展中存在的问题,经过对比分析,从渠道水平竞争和新业态竞争两个角度介绍了公司面临的渠道竞争状况,进而借助SWOT分析方法,得出结论是CJ公司将来应当采用“SO”的渠道战略。该渠道战略要重点关注以下三个方面：第一是实施“外销+推介+展览+专卖+电子商务的多渠道战略”；第二要改变销售方式,由以前的“推式营销”转变为“推拉并用”；第三是应该在渠道传播和渠道分销上同时做努力。在这三个实施方针的指导下,文章先对三个传统营销渠道的优化改进提出了建议,“公司+批发客商+农贸市场/超市”模式要逐渐向“公司+农贸市场/超市”的一级渠道模式过渡；“专营品牌形象店”可以借鉴国内大城市中的专业连锁店、副食果品配送站的经营方式；国外渠道的发展一定要充分借助政府的力量,同时还要定期参加各类苹果贸易展览；紧接着,文章又从识别需要、建立目标、寻找发展对策三个层面对CJ公司网络营销渠道进行了规划,提出了网络营销一定要和线下营销相配合,网络直销要和网络中介相结合的“双道策略”。最后,文章从营销渠道的冲突管理、渠道绩效评价、渠道激励管理以及渠道战略联盟管理这四个方面展开论述,对CJ公司如何进行营销渠道的管理与控制提出了建议。
[Abstract]:As a big country of apple production in the world, our country has a strong demand for apple consumption, and the planting area and output of apple occupy the first place in the world all year round. Bohai Bay and Loess Plateau as the largest industrial base of apple production in China, there are many fruit purchase and marketing, storage, processing enterprises, these enterprises either rely on brand advantages or rely on cost advantages. Or rely on the advantage of channels, constantly strive to seize the market share at home and abroad. Jingning County, Gansu Province, as one of the important dominant production areas on the Loess Plateau, the output of apple is increasing year by year, the quality is excellent, and the scale of export is expanding. Compared with the previous years, the acquisition costs of fruit companies have gradually increased, so many enterprises began to expand the sales network, re-integrate and layout domestic and foreign sales channels. The channel strategy as the core competitiveness of the enterprise to build. CJ company as one of the leading fruit enterprises in Jingning County, after more than ten years of efforts to develop, in the process of sales gradually formed four channel models. Namely "company wholesale merchants 10 farmers market / supermarket" mode, "franchise brand image store" mode, foreign market channels and network marketing channels. But these channels still face many shortcomings. If the channel transaction cost is too high, the efficiency is low; Some channel scale is small, the development is not mature, the organization degree is low; The marketing terminal of the company is mainly agricultural and trade fair, and the development of the channel of the large supermarket and the own Apple monopoly store is still not on a scale: especially, the problem of "path dependence of marketing channel" is serious, which leads to the unbalanced development among the channels. Incongruous, even by some emerging small online fruit companies to occupy part of the market share. So, in order to improve the competitiveness of the company in domestic fruit enterprises. The article first analyzes the macro environment of CJ company's marketing channel, then combines the problems of four channel models in the development, through comparative analysis. From the angle of channel level competition and new business competition, this paper introduces the channel competition situation faced by the company, and then makes use of the SWOT analysis method. The conclusion is that CJ should adopt the "so" channel strategy in the future. The channel strategy should focus on the following three aspects: first, the implementation of "export promotion exhibition monopoly" Multi-channel strategy for e-commerce "; The second is to change the way of sales, from the previous "push marketing" to "push and pull and use"; Under the guidance of these three implementing principles, the article first puts forward some suggestions on the optimization and improvement of the three traditional marketing channels. The mode of "Wholesale Farmer Market / supermarket" should be gradually transferred to the "Company Farmer Market / supermarket" mode. "exclusive brand image store" can draw lessons from the professional chain stores in big cities in China, and the management mode of non-food fruit distribution station; The development of foreign channels must make full use of the power of the government, but also regularly participate in all kinds of apple trade exhibition; Then, the article from the identification needs, establish goals, looking for the development of three levels of CJ company network marketing channel planning, proposed that the network marketing must be in line with offline marketing. Finally, the article discusses the conflict management of marketing channels, channel performance evaluation, channel incentive management and channel strategic alliance management. Some suggestions on how to manage and control the marketing channel of CJ Company are put forward.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F324

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