本文選題：分銷渠道　切入點：渠道改進　出處：《湖南大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：中國是有著近14億人口的龐大市場,吸引著眾多快消品品牌蜂擁而至,而競爭的加劇催化了市場上品牌的整合。21世紀的競爭,企業(yè)的生產(chǎn)技術(shù)和成本都不再是競爭的核心部分,求生存、求發(fā)展,就必須要充分利用好渠道中各個環(huán)節(jié)的資源,通過整合渠道鏈,進而發(fā)掘新的利潤源泉。利潤在何處?市場告訴我們,利潤就在渠道中,利潤就在終端里。本文通過文獻研究法、案例研究法、實地考證法、深度訪談法等方法,對長沙百事可樂公司分銷渠道管理進行研究。首先對快速消費品行業(yè)的現(xiàn)狀進行描述,引出分銷渠道相關(guān)概念。然后結(jié)合目前長沙百事可樂公司的渠道現(xiàn)狀,及實際工作過程中遇到的問題諸如渠道設(shè)計中的不合理、廠商矛盾、竄貨問題,對產(chǎn)生原因進行分析。接著設(shè)立渠道改進的目標和原則,根據(jù)影響改進的因素,從渠道模式設(shè)計、成員選擇、對渠道的控制、沖突治理和渠道激勵幾個方面提出改進的方案。最后根據(jù)該方案從品牌文化、人力、財力、物力、信息系統(tǒng)的運用等方面,提出實施的保障措施本文以作者在百事多年的工作經(jīng)驗,根據(jù)分銷渠道的相關(guān)理論,通過對百事公司的分銷渠道現(xiàn)狀進行分析,全方位的展現(xiàn)行業(yè)領(lǐng)導(dǎo)品牌的渠道模式,同時根據(jù)其日常管理中發(fā)現(xiàn)的不足,以及正在做出的改進,將渠道演變的過程生動的展現(xiàn)給大家。對長沙百事可樂公司分銷渠道管理有一定的指導(dǎo)和借鑒作用。
[Abstract]:China is a huge market with a population of nearly 1.4 billion people, attracting a large number of fast goods brands to come, and the intensification of competition has catalysed the integration of brands in the market. The competition in the 21st century, the production technology and cost of enterprises are no longer the core part of the competition. In order to survive and develop, we must make full use of the resources of each link in the channel, through the integration of the channel chain, and then explore the new source of profit. Where is the profit? The market tells us that the profit is in the channel and the profit is in the terminal. In this paper, the literature research method, the case study method, the field research method, the depth interview method and so on are adopted. Research on distribution channel management of Changsha Pepsi Co., Ltd. First of all, describe the current situation of fast moving consumer goods industry, then introduce the related concept of distribution channel. Then combine the current situation of distribution channel of Changsha Pepsi Co., Ltd. And the problems encountered in the actual working process, such as unreasonable channel design, manufacturer contradictions, channeling of goods, analysis of the causes. Then set up the goal and principle of channel improvement, according to the factors that affect the improvement, From the aspects of channel mode design, member selection, channel control, conflict management and channel incentive, this paper puts forward an improved scheme. Finally, according to the scheme, brand culture, human, financial, material and information systems are used. Based on the author's working experience in Pepsi for many years, according to the relevant theory of distribution channel, through the analysis of the current situation of distribution channel of Pepsi Company, this paper shows the channel mode of industry leading brand in all directions. At the same time, according to the shortcomings found in its daily management and the improvement being made, the process of channel evolution is vividly displayed to everyone, which has a certain guidance and reference to the distribution channel management of Changsha Pepsi Co., Ltd.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F416.82

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本文編號：1584907