A啤酒河南市场营销渠道优化研究

发布时间：2018-05-04 10:24

本文选题：啤酒营销 + 渠道模式　；参考：《东华大学》2017年硕士论文

【摘要】：中国经济进入新常态为各个行业的发展带来了严峻的挑战,而啤酒制造行业面对国外众多实力雄厚啤酒制造商的涌入,其市场竞争环境更为艰难。但是与此同时,中国经济社会仍将保持中高速发展,消费结构不断优化升级,国家大力推动供给侧结构性改革,中国啤酒市场仍面临着广阔的发展空间。中西部地区是中国啤酒消费市场重要的扩张方向,而河南作为中国人口第一大省,已然成为众多啤酒制造商的角逐之地,啤酒制造商在河南市场上的竞争也越来越激烈。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,“谁掌控了渠道,谁就赢得了市场”。所以,面对日益严峻的营销环境,啤酒行业的市场营销理念、营销渠道模式也都需要作出科学的调整。本文选取国内领先的啤酒制造商A啤酒作为研究对象,对其在河南市场的营销渠道进行了详细的考察研究。发现A啤酒在河南市场上目前所实行的“多种营销渠道”并行模式存在严重问题,突出表现为网络营销渠道发展严重滞后,尚未有效拓展网络营销、社交平台营销等渠道;尚未搭建起科学的渠道管理体系,对营销渠道成员缺乏科学的标准,其营销激励措施较为单一且执行不到位,对渠道缺乏控制力,渠道管理也没能做到因地制宜;营销渠道成员间尚未形成稳定的伙伴关系,窜货问题严重,渠道成员间的横向冲突、a啤酒厂商与下游渠道成员间的纵向冲突、公司内部员工间的冲突时有发生;现实施的多种营销渠道中的“报销”成为矛盾的焦点。另外还存在着渠道过长、价格体系不合理、营销团队设置不科学、终端拓展与维护乏力等问题。为了稳定a啤酒在河南市场的竞争优势并不断提升其市场占有率,本文对其营销渠道进行了优化设计。a啤酒公司营销渠道优化的思路是要选择主动的进攻性策略,坚持“品牌是基础,渠道是关键,决胜在终端”的理念。渠道优化的方向要以“终端”为核心,把“终端”作为整个渠道优化的基点,不断缩短渠道链条;要遵循聚焦终端、扁平化、高度控制、精细化管理、整合营销渠道资源等系列标准。为此,结合营销渠道的相关理论,本研究创新性地提出了基于短渠道深度分销的模式,通过“纵向缩减和横向拓宽”使现有的营销渠道结构进一步“扁平化”。同时也对渠道成员的选择标准与职能分工、管理和激励体系、营销团队功能等进行了优化,提出要充分加大对网络营销的重视,积极利用网络社交工具开拓线上营销渠道。为了保证优化方案的顺利推行,a啤酒公司要在产品质量与服务、价格体系、营销费用投入、窜货防范等方面提供充足的保障。营销渠道是企业重要的资源,科学的营销渠道模式与管理是提升企业市场竞争力的重要手段,同时营销渠道的设计与运行不应该是一成不变的,随着市场竞争形式的变化需要推行适宜的渠道模式。本文的研究希望对国内啤酒制造企业的营销渠道设计与管理提供一些参考价值,也为快速消费品行业对营销渠道模式的改进、创新提供方向。
[Abstract]:The entry of China's economy to the new normal poses a severe challenge for the development of various industries, and the beer manufacturing industry is facing a more difficult competitive environment in the face of the influx of a large number of strong beer manufacturers abroad. At the same time, China's economy and society will continue to maintain medium and high speed development, the consumption structure is continuously optimized and upgraded, and the state is vigorously pushing forward. As the dynamic supply side structural reform, the Chinese beer market still faces a broad development space. The central and western regions are the important expansion direction of the Chinese beer consumption market. As the largest province of China's population, Henan has become the competition place for many brewers, and the competition of beer makers in the Henan market is becoming more and more intense. For the important market competitive resources of the enterprise, the importance of marketing channel is becoming more and more obvious. To some extent, "who controls the channel, who wins the market". Therefore, in the face of the increasingly severe marketing environment, the marketing concept and marketing channel mode of the beer industry need to be adjusted scientifically. This article selects the domestic leading beer. As the research object, the wine manufacturer A beer has carried on the detailed investigation and research to its marketing channel in Henan market. It is found that there are serious problems in the parallel mode of "multiple marketing channels" which A beer is implemented in the market of Henan. It shows that the development of network marketing channel is seriously lagging behind, and the network marketing has not been effectively expanded. We have not set up a scientific channel management system, lack the scientific standard for marketing channel members, the marketing incentive measures are relatively unitary and the implementation is not in place, the channel lacks control and channel management can not be adapted to local conditions; the marketing channel members have not formed a stable partnership, and the problem of channeling is serious, The horizontal conflict among the channel members, the longitudinal conflict between the a brewers and the downstream channel members, the conflict between the employees in the company; the "reimbursement" in the various marketing channels of the actual application has become the focus of the contradiction. In addition, there are too long channels, unreasonable price system, unscientific marketing team setting, terminal expansion and maintenance. In order to stabilize the competitive advantage of a beer in Henan market and improve its market share, this paper optimizes the marketing channel of its marketing channel. The idea of optimizing the marketing channel of.A beer company is to choose the active offensive strategy and adhere to the idea that "brand is the foundation, channel is the key, and the end is in the end". The direction of the optimization should be "terminal" as the core, the "terminal" as the basis of the optimization of the whole channel, and the continuous shortening of the channel chain; to follow a series of standards such as focusing terminal, flattening, high control, fine management, integrating marketing channel resources and so on. The mode of channel depth distribution makes the existing marketing channel structure "flat" through "vertical reduction and horizontal Widening". At the same time, it also optimizes the selection standard and function division of the channel members, management and incentive system, marketing team function and so on. It is proposed to pay more attention to network marketing and actively use the network. In order to ensure the smooth implementation of the optimization scheme, a beer company should provide sufficient guarantee for the product quality and service, the price system, the marketing cost input and the fleeing guard. The marketing channel is the important resource of the enterprise. The scientific marketing channel mode and management are the promotion of the competitiveness of the enterprise market. At the same time, the design and operation of marketing channels should not be immutable. With the change of the form of market competition, it is necessary to carry out the appropriate channel mode. This study hopes to provide some reference value for the marketing channel design and management of domestic beer manufacturing enterprises, and also to the marketing channel model for the fast consumer goods industry. The improvement, the innovation provides the direction.

【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

【参考文献】