国窖1573青岛市场营销渠道运作模式整体改进研究

发布时间：2018-05-24 21:12

本文选题：渠道整合 + 市场细分　；参考：《东华大学》2015年硕士论文

【摘要】：2013年以来,中国白酒行业陷入低迷情势,大部分高端白酒销量骤减,中低端白酒在激烈的市场竞争中难以生存,大批白酒企业倒闭,市场重组。2015年6月以后,随着居民消费水平和消费结构的改善,白酒行业开始慢慢回暖,进入2015年8月以后,销量更是突飞猛进。但是由于市场结构的变化,白酒厂商和大型经销商都深深认识到了渠道运作模式需要进行结构性的改变。原来传统的结构模式无法适应新环境下市场的需要。本文在对中国白酒市场进行了调查和综合分析后,对青岛区域白酒的渠道模式进行了改进,并提出了改进策略,进行了绩效考核分析。首先,通过市场细分和价值导向分析,创新性的提出专业直分销渠道模式,省却大量的经销商层层相叠环节,并通过与某理财公司合作沙龙项目为案例对专业直分销渠道的成本、运作模式、效果进行有效性研究,并对此模式的可推广性、可持续性进行了详细阐述。另一方面,对固有的传统经销商模式进行了综合分析研究,找到原有模式在新形势下阻碍企业发展的原因,包括其成本、运作模式、效果等各个环节的现状与分析;然后,对比两种模式各自的利弊,进行综合比较分析,将两者优势相互糅合嫁接,通过对传统渠道和专业直分销渠道进行优化,做出最具竞争性的优化组合策略;最后,用发展的思维策略找到未来白酒行业渠道模式的制高点,并为之建立连接。本论文通过例证、对比、分析、综合等方法对白酒行业中常用及创新的渠道管理模式进行了阐述,对经济发展趋缓情势下国窖1573在青岛区域渠道模式的创新与转变提出了解决方案,并通过实际案例对此新型模式的成本、运作模式、效果进行了可行性分析,由此并展开了此模式的可推广性,可持续性研究,最终对青岛区域国窖1573的销售情况进行简单展望。
[Abstract]:Since 2013, China's liquor industry has been in a downturn, with sales of most high-end liquors plummeting, medium and low end liquor struggling to survive in fierce market competition, a large number of liquor companies closing down and market restructuring. With the improvement of consumption level and consumption structure, liquor industry began to recover slowly. After August 2015, sales volume increased by leaps and bounds. However, due to the change of market structure, liquor manufacturers and large distributors have realized that the channel operation mode needs to be changed structurally. The original traditional structure model can not adapt to the needs of the market under the new environment. After the investigation and comprehensive analysis of the liquor market in China, the channel pattern of Qingdao regional liquor was improved, the improvement strategy was put forward, and the performance evaluation was carried out. First of all, through market segmentation and value-oriented analysis, innovative proposed professional direct distribution channel model, eliminating a large number of dealers layers of links, And through the case of salon project with a financial management company, the cost, operation mode and effect of professional direct distribution channel are studied, and the extensibility and sustainability of this model are expounded in detail. On the other hand, it makes a comprehensive analysis and research on the inherent traditional dealer model, and finds out the reasons why the original model hinders the development of enterprises under the new situation, including the current situation and analysis of various links, such as its cost, operation mode, effect and so on. Compare the advantages and disadvantages of the two models, make a comprehensive comparative analysis, and combine the advantages of the two models, through the traditional channel and the professional direct distribution channel optimization, to make the most competitive optimization combination strategy; finally, To find out the commanding point of the future liquor industry channel mode with the developing thinking strategy, and to establish the connection for it. In this paper, the common and innovative channel management models in liquor industry are expounded by means of illustration, comparison, analysis, synthesis and so on. This paper puts forward a solution to the innovation and transformation of the regional channel mode of Guojiao 1573 in Qingdao under the situation of slowing economic development, and analyzes the feasibility of the cost, operation mode and effect of this new model through practical cases. Therefore, the extensibility and sustainability of this model are studied, and the sales situation of Qingdao Regional Cellar 1573 is forecasted.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82

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