本文關(guān)鍵詞：M公司零售專賣渠道建設(shè)計劃　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】：隨著我國居民消費水平的提高，消費結(jié)構(gòu)的變化，對乳制品的需求量會大幅度增加，未來我國市場潛力巨大，發(fā)展前景可觀。目前我國奶業(yè)市場需求潛力遠(yuǎn)遠(yuǎn)沒有開發(fā)出來。消費升級，市場旺盛，無疑對我國奶業(yè)大發(fā)展帶來了難得的歷史機遇。雖然目前廣東的人均乳制品消費仍然較全國水平為低，但隨著人民生活水平和消費力的不斷提高，以及健康營養(yǎng)意識的增強，對牛奶的需求量也不斷增加，廣東奶業(yè)具有較大的市場發(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。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)和檢測技術(shù)及區(qū)域品牌影響力等優(yōu)勢。本文的目的就是研究M公司在進行下一步的發(fā)展規(guī)劃時，如何在營銷渠道方面進行相應(yīng)的建設(shè)。 本文首先對商業(yè)計劃書和相關(guān)理論，以及對乳業(yè)市場進行了概述，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)境和市場等方面對項目進行了機會分析，并根據(jù)公司自身的情況，進行了SWOT分析，，給出了不同形勢下的應(yīng)對策略；第四章則是結(jié)合第三章的機會分析，對M公司進行了市場環(huán)境分析，并制定了相應(yīng)的戰(zhàn)略規(guī)劃，包括經(jīng)營策略和營銷策略；第五章中就項目的組織架構(gòu)和管理辦法進行了設(shè)計和制定；第六章為項目的財務(wù)評價，對項目的收入、成本、費用等進行了預(yù)測，以判斷項目在財務(wù)上是否可行；第七章中，分析了實施項目可能遇到的風(fēng)險，并提出相應(yīng)的應(yīng)對策略；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)市場潛力巨大，進行精耕細(xì)作，挖掘市場潛力，對M公司做大做強具有重要的意義。渠道建設(shè)是市場營銷的重要內(nèi)容，M公司實施零售專賣渠道的建設(shè)計劃，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，也將增強銷售渠道的總體競爭力，將使M公司實現(xiàn)更好的經(jīng)濟效益和社會效益。
[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)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F724.2;F426.82

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