案例研究：SF公司在中国的营销渠道管理策略

发布时间：2018-05-23 14:01

本文选题：渠道管理 + 冷鲜肉　；参考：《华南理工大学》2011年硕士论文

【摘要】：SF公司为美国最大的猪肉生产和加工商,也是全球最大的猪肉供应商,从2008年开始将转向猪肉生产大国——中国,从08年与中粮签订第一单生意开始进入中国,但作为畜牧业大国的中国,面对中国国内市场激烈的竞争,要实现和完成企业的战略发展目标,需要在中国市场的渠道建设和管理上下功夫,通过渠道覆盖和渠道管理的优势来提升公司的市场竞争能力。本文首先从公司的目前中国市场的大区域渠道管理的现状进行分析,采用了文献分析法、问卷调查法,运用相关营销渠道管理学的理论,从渠道各个阶段的流程和环节,遵循提出问题、分析问题、解决问题的基本思路分析了公司目前在营销渠道管理中所存在的主要问题如销售模式单一、经销商窜货、信息反馈慢等问题。然后,从公司所面临的中国市场竞争和渠道环境现状,结合公司未来的战略发展目标,运用管理科学和系统工程中的理论和研究提出公司在现阶段渠道的改进策略,如采用适合中国国情的渠道设计的原则和管理模式,利用现代渠道(电子商务,KA等)和传统渠道(直销,批发等)这两种手段,同时加强经销商的管理和提升配套的营销措施(广告,价格促销等),这些策略不仅使SF公司当前营销渠道中存在的问题迎刃而解,而且使SF公司的中国市场同时向“做大做强”和“做精做强”转变。本文提出的解决方案不仅仅可以为SF公司渠道优化提供借鉴,也为我国其他肉类加工企业营销渠道优化提供了可以参考的发展方向。本论文中提出的渠道解决方案和改进营销手段和方法有着现实的意义
[Abstract]:SF is the largest pork producer and processor in the United States and the largest pork supplier in the world. From 2008, it will turn to China, a big pork producer, and enter China from 2008 when it signed its first business deal with Cofco. However, in the face of fierce competition in China's domestic market, in order to realize and complete the strategic development goals of enterprises, China, as a large animal husbandry country, needs to work hard in the construction and management of channels in the Chinese market. Through channel coverage and channel management advantages to enhance the company's market competitiveness. Firstly, this paper analyzes the current situation of the large regional channel management of the company's current Chinese market, adopts the method of literature analysis, questionnaire survey, and applies the theory of relevant marketing channel management, from the flow and links of each stage of the channel. Following the basic ideas of putting forward problems, analyzing problems and solving problems, this paper analyzes the main problems existing in the marketing channel management of the company, such as the single sales mode, the distributors' channeling of goods, the slow feedback of information, and so on. Then, from the current situation of Chinese market competition and channel environment faced by the company, combined with the company's future strategic development goal, using the theory and research in management science and system engineering, the paper puts forward the improvement strategy of the company at the present stage. For example, adopting the principles and management models of channel design suitable for China's national conditions, using both modern channels (e-commerce KA and so on) and traditional channels (direct marketing, wholesale, etc.), At the same time, we should strengthen the management of dealers and upgrade the corresponding marketing measures (advertising, price promotion, etc.). These strategies not only solve the problems existing in the current marketing channels of SF Company, And make SF's Chinese market to "bigger and stronger" and "do fine and strong" transformation. The solution proposed in this paper can not only provide a reference for the channel optimization of SF company, but also provide a reference for other meat processing enterprises in our country to optimize the marketing channel. The channel solutions proposed in this paper and the improvement of marketing means and methods have practical significance.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274

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