J饮料公司销售渠道优化策略研究

发布时间：2018-03-20 07:58

本文选题：销售渠道　切入点：饮料销售　出处：《华南理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：销售渠道有如人的血管,血管通顺人就活着健康,血管阻塞就是生病的象征,当销售渠道流通,产品就如流水般跑的顺畅,销售渠道要是不完善,产品就会堵在门口出不去,如何选择正确的销售渠道就是所有企业都会面临的课题。本论文以J饮料公司做为背景来进行饮料企业在时代变迁下,对每个时代的销售渠道策略选择及品牌传播方式的不同进行研究剖析,做为中国首家饮料公司的J饮料公司自成立三十年以来,经过风风雨雨,跟随中国奥运队出征洛杉矶,销售触角延伸至国外,投资项目扩展到各个其它产业,J饮料公司曾经是中国企业翘楚之一,随着掌权者的更换,策略方针的选择不同,至今由新掌权者接手后回归到专注饮料本业,在不同的时空背景下应该如何因应市场而策划出最适合J饮料公司的销售渠道策略。首先对国内外饮料市场销售渠道进行分析了解,介绍J饮料公司背景,运用7Ps、PEST、SWOT来对整个公司进行分析解剖,同时对从以往到现在的销售渠道的变化进行条理性的介绍,在不同时期所运用的销售渠道策略而总结出不同的效益结果,进而对于在现在的时空背景下的J饮料公司如何因应及应该采用何种的销售渠道优化策略。同时对于2014年进行的调研中可以了解到现在J饮料公司在消费者心中的位置,为了让论文与实际操作更为吻合,特别在文章内容中有进行对J饮料公司吴总经理的专访。希望能提出的建议是实际可操作性而非流于文字上的叙述,在提出相关策略建议后使用SPSS来分析是否此策略合乎实际操作。
[Abstract]:Sales channels are like human blood vessels. Blood vessels are smooth and healthy. Blood vessel obstruction is a sign of illness. When sales channels circulate, the products run smoothly like income. If the sales channels are not perfect, the products will be blocked at the door and out of the door. How to choose the right sales channel is the subject that all enterprises will face. This paper takes J beverage company as the background to carry out the beverage enterprise under the changing times. This paper studies and analyzes the choice of marketing channel strategy and the different modes of brand communication in each era. As the first beverage company in China, J Beverage Company has traveled to Los Angeles after 30 years of ups and downs, following the Chinese Olympic team. Sales tentacles extend to foreign countries, investment projects are extended to all other industries, beverage companies have been one of the leading Chinese enterprises, with the change of power, the choice of strategy is different. So far, the new power has taken over and returned to focus on the beverage industry, In different time and space background, how should we plan the most suitable marketing channel strategy for J beverage company according to the market. Firstly, we analyze and understand the sales channel of domestic and foreign beverage market, and introduce the background of J beverage company. By using 7PsSX PESTS SWOT to analyze and dissect the whole company, at the same time, to introduce the changes of the sales channels from the past to the present, and summarize the different benefit results from the marketing channel strategies used in different periods. Then, in the context of the present time and space, how does J Beverage Company respond and what marketing channel optimization strategies should be adopted? at the same time, in the survey conducted in 2014, we can understand the current position of J Beverage Company in the minds of consumers. In order to make the paper more consistent with the actual operation, especially in the content of the article there is an exclusive interview with General Manager Wu of J Beverage Company. I hope that the proposal can be put forward to be practical rather than a narrative that flows in words. Use SPSS to analyze whether the strategy is practical after making relevant policy recommendations.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F274

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