Z公司母婴用品贵州市场分销渠道管理研究

发布时间：2018-02-09 13:20

本文关键词： 母婴用品分销渠道渠道管理　出处：《昆明理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：根据中国人口网上的数据资料表明,中国每年的新生儿数量正在以惊人般的速度在增长。国家有关的计生人士认为,中国每年新生人数目可能在1800万以上。有关业内人士根据目前的母婴市场行情提出,母婴用品行业将是一个新的经济亮点,在其他行业中不断崭露头角,“前”景不错,可能会有更多的人投入这个行业[1]。本文的研究对象Z公司,2009年进入贵州市场的母婴用品行业。在管理人员和员工的共同努力下,规模不断扩大,年销售额达一千万以上。Z公司旗下的直营店数目也不断增加,目前已有10家连锁专卖店。在母婴用品竞争日益激烈的贵州市场,该公司也出现了一些关于渠道的管理问题。本文立足于贵州市场,在国内外学者提出的关于营销渠道和渠道管理理论以及对国内外母婴用品的发展现状研究的基础上,首先对Z公司所处的宏观环境用PEST分析法进行了分析。其次对Z公司的外部环境进行分析,以及Z公司贵州市场的整体营销环境进行SWOT分析,找出自身分销渠道的优势和劣势,和面临的机遇和挑战。最后对Z公司分销渠道现状和分销渠道的管理现状进行分析,在具体的实践工作中利用深度访谈法找出Z公司现有分销渠道出现的管理问题,并提出了相应的分销渠道管理的改进建议和保障措施。
[Abstract]:According to China's population online data, the number of newborns in China is increasing at an alarming rate every year. The number of new students in China may be more than 18 million a year. According to the current market for mother and child, the industry of maternal and child supplies will be a new economic bright spot, and it will continue to emerge in other industries. The "former" situation is good. There may be more people involved in this industry [1] .In 2009, Z Company, a research object of this paper, entered the maternal and child products industry in Guizhou market. With the joint efforts of management and employees, the scale of this industry is constantly expanding. With annual sales of more than 10 million, the number of direct stores owned by .Z Company has also been increasing, and there are now 10 chain stores. In Guizhou, where maternal and infant supplies are increasingly competitive, This paper is based on the Guizhou market, based on the marketing channel and channel management theory put forward by domestic and foreign scholars, as well as the development status of maternal and child supplies at home and abroad. Firstly, the macro environment of Z company is analyzed by PEST analysis. Secondly, the external environment of Z company is analyzed, and the overall marketing environment of Guizhou market is analyzed by SWOT to find out the advantages and disadvantages of its own distribution channel. Finally, this paper analyzes the current situation of distribution channel and management of distribution channel in Z Company, and finds out the management problems in Z company by using the method of in-depth interview in practice. And put forward the corresponding distribution channel management improvement suggestion and safeguard measure.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F721

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