本文關(guān)鍵詞：M公司零售專賣渠道建設(shè)計(jì)劃　出處：《華南理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 零售 專賣 渠道 建設(shè)

【摘要】：隨著我國(guó)居民消費(fèi)水平的提高，消費(fèi)結(jié)構(gòu)的變化，對(duì)乳制品的需求量會(huì)大幅度增加，未來我國(guó)市場(chǎng)潛力巨大，發(fā)展前景可觀。目前我國(guó)奶業(yè)市場(chǎng)需求潛力遠(yuǎn)遠(yuǎn)沒有開發(fā)出來。消費(fèi)升級(jí)，市場(chǎng)旺盛，無疑對(duì)我國(guó)奶業(yè)大發(fā)展帶來了難得的歷史機(jī)遇。雖然目前廣東的人均乳制品消費(fèi)仍然較全國(guó)水平為低，但隨著人民生活水平和消費(fèi)力的不斷提高，以及健康營(yíng)養(yǎng)意識(shí)的增強(qiáng)，對(duì)牛奶的需求量也不斷增加，廣東奶業(yè)具有較大的市場(chǎng)發(fā)展空間。這為廣東發(fā)展奶業(yè)和乳制品加工業(yè)帶來了前所未有的契機(jī)。M公司作為華南地區(qū)最大的液態(tài)奶生產(chǎn)加工企業(yè)，具有領(lǐng)先的生產(chǎn)研發(fā)和檢測(cè)技術(shù)及區(qū)域品牌影響力等優(yōu)勢(shì)。本文的目的就是研究M公司在進(jìn)行下一步的發(fā)展規(guī)劃時(shí)，如何在營(yíng)銷渠道方面進(jìn)行相應(yīng)的建設(shè)。 本文首先對(duì)商業(yè)計(jì)劃書和相關(guān)理論，以及對(duì)乳業(yè)市場(chǎng)進(jìn)行了概述，之后介紹了M公司所處的行業(yè)背景以及公司的基本情況，提出了項(xiàng)目研究的意義和背景等，為后續(xù)章節(jié)做了鋪墊；在第三章中，從環(huán)境和市場(chǎng)等方面對(duì)項(xiàng)目進(jìn)行了機(jī)會(huì)分析，并根據(jù)公司自身的情況，進(jìn)行了SWOT分析，，給出了不同形勢(shì)下的應(yīng)對(duì)策略；第四章則是結(jié)合第三章的機(jī)會(huì)分析，對(duì)M公司進(jìn)行了市場(chǎng)環(huán)境分析，并制定了相應(yīng)的戰(zhàn)略規(guī)劃，包括經(jīng)營(yíng)策略和營(yíng)銷策略；第五章中就項(xiàng)目的組織架構(gòu)和管理辦法進(jìn)行了設(shè)計(jì)和制定；第六章為項(xiàng)目的財(cái)務(wù)評(píng)價(jià)，對(duì)項(xiàng)目的收入、成本、費(fèi)用等進(jìn)行了預(yù)測(cè)，以判斷項(xiàng)目在財(cái)務(wù)上是否可行；第七章中，分析了實(shí)施項(xiàng)目可能遇到的風(fēng)險(xiǎn)，并提出相應(yīng)的應(yīng)對(duì)策略；最后一部分為論文的總結(jié)。 經(jīng)研究得到以下結(jié)論：廣東乃至華南地區(qū)奶業(yè)市場(chǎng)潛力巨大，進(jìn)行精耕細(xì)作，挖掘市場(chǎng)潛力，對(duì)M公司做大做強(qiáng)具有重要的意義。渠道建設(shè)是市場(chǎng)營(yíng)銷的重要內(nèi)容，M公司實(shí)施零售專賣渠道的建設(shè)計(jì)劃，是必要與可行的，能使銷售渠道得到鞏固與拓展，使產(chǎn)品更好地覆蓋廣東省內(nèi)全部地區(qū)并輻射周邊的海南、廣西、福建、湖南、江西等省份市場(chǎng)，也將增強(qiáng)銷售渠道的總體競(jìng)爭(zhēng)力，將使M公司實(shí)現(xiàn)更好的經(jīng)濟(jì)效益和社會(huì)效益。
[Abstract]:With the improvement of consumption level and the change of consumption structure, the demand for dairy products will increase greatly, and the market potential of our country will be huge in the future. At present, the market demand potential of dairy industry in China is far from being developed. The consumption is upgraded and the market is prosperous. There is no doubt that the great development of dairy industry in China has brought a rare historical opportunity. Although the per capita dairy consumption in Guangdong is still lower than the national level, but with the continuous improvement of people's living standards and consumption power. As well as the enhancement of healthy nutrition consciousness, the demand for milk is also increasing. Guangdong dairy industry has a large market development space, which has brought unprecedented opportunities for Guangdong dairy industry and dairy processing industry. M company as the largest liquid milk processing enterprises in South China. The purpose of this paper is to study how M Company to build the marketing channel in the next step of development planning. In this paper, the business plan and related theory, as well as the dairy market were summarized, and then introduced the background of M company industry and the basic situation of the company, proposed the significance and background of the project research. Paving the way for the following chapters; In the third chapter, the opportunity of the project is analyzed from the environment and market, and according to the company's own situation, the SWOT analysis is carried out, and the corresponding strategies under different situations are given. Chapter 4th combines the opportunity analysis of the third chapter, analyzes the market environment of M Company, and formulates the corresponding strategic plan, including management strategy and marketing strategy; Chapter 5th designs and formulates the organizational structure and management of the project; Chapter 6th is the financial evaluation of the project. It forecasts the income, cost and cost of the project to determine whether the project is financially feasible or not. In Chapter 7th, it analyzes the possible risks of implementing the project, and puts forward the corresponding countermeasures; The last part is the summary of the thesis. By studying the following conclusions: Guangdong and even South China dairy market potential is huge, intensive cultivation, mining market potential. The channel construction is an important content of marketing. It is necessary and feasible for M company to carry out the construction plan of retail monopoly channel, which can make the sales channel be consolidated and expanded. To make the products better cover all areas of Guangdong Province and radiation surrounding Hainan, Guangxi, Fujian, Hunan, Jiangxi and other provinces market, will also enhance the overall competitiveness of sales channels. Will enable M Company to achieve better economic and social benefits.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F724.2;F426.82

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