康師傅方便面現(xiàn)代渠道管理策略研究
發(fā)布時間：2019-06-14 16:35
【摘要】：進入21世紀(jì)，隨著人們生活的節(jié)奏不斷加快，人們消耗快速消費品的量也越來越大，隨之應(yīng)運而生的快速消費品工業(yè)（快速消費品）也蓬勃發(fā)展。與快消品同樣蓬勃發(fā)展的則是零售業(yè)的蓬勃發(fā)展。在快消品中出現(xiàn)了一批業(yè)界的第一品牌，諸如康師傅、可口可樂、寶潔等。而在零售業(yè)中也開始出現(xiàn)了業(yè)界的巨無霸，諸如沃爾瑪、大潤發(fā)、華潤萬家。這些大型零售商我們在本文中統(tǒng)稱現(xiàn)代渠道。在中國的零售市場上，從大城市到二三線城市，以至未來的農(nóng)村市場正一步一步被現(xiàn)代渠道的門店所占領(lǐng)，，與之相對應(yīng)的傳統(tǒng)渠道（經(jīng)銷商、批發(fā)商之類）的市場份額正被現(xiàn)代渠道無情蠶食。而作為供應(yīng)商也正一步一步被現(xiàn)代渠道的強有力的通路控制權(quán)所鉗制，經(jīng)營之路越來越艱難。 本文以頂益食品有限公司（下文簡稱康師傅方便面公司為研究對象，基于康師傅方便面公司組織結(jié)構(gòu)和分銷渠道的管理現(xiàn)狀，借助渠道管理、市場營銷管理等理論方法，對康師傅康師傅公司的現(xiàn)代渠道經(jīng)營方式進行了深入的研究分析，并對其在渠道中所執(zhí)行的管理策略進行了診斷，提出了相應(yīng)的改進建議。 經(jīng)過本文的診斷分析，康師傅現(xiàn)代渠道的運作模式在行業(yè)中處于領(lǐng)先地位，但其運作過程中也存在一些實際操作問題，包括人員架構(gòu)、運營成本、覆蓋區(qū)域，物流配送等問題。同時，由于康師傅處于行業(yè)中的第一品牌，因此該建議也針對各品類別中的一、二線品牌提出，對于中小型企業(yè)、三、四線品牌相對不適合。
[Abstract]:In the 21st century, as the pace of people's life is increasing, people consume more and more rapid consumer goods, and the rapid consumer goods industry (fast-consumer goods), which comes into being, is also booming. The same development as the fast-ending product is the booming of the retail industry. A number of the industry's first brands, such as Shifu, Coca-Cola, P & G, and so on. In the retail sector, there has also been the industry's big Mac, such as Wal-Mart, Runfa, and CR Vanguard. These large retailers are collectively referred to herein as modern channels. In China's retail market, from the big city to the second three-tier city, the future rural market is being occupied by the store of the modern channel, and the market share of the traditional channels (dealers, wholesalers, etc.) corresponding to it is being eaten by the modern channel. As a supplier, it is also one step to be clamped by the powerful access control of the modern channel, and the road of operation is getting more and more difficult. This paper is based on the current situation of the management of the organization structure and distribution channel of the instant noodle company based on the current situation of the management of the channel, marketing management and so on based on the management of the company's organization structure and distribution channel. In this paper, the author makes an in-depth study and analysis of the modern channel management mode of Kangfu Kangfu Company, and makes a diagnosis on the management strategy in the channel, and puts forward the corresponding improvement and construction. On the basis of the diagnosis and analysis of this paper, the operation mode of the modern channel of Kangfu is in the leading position in the industry, but there are some practical problems in the process of operation, including personnel structure, operation cost, coverage area and logistics distribution. At the same time, due to the first brand in the industry, the proposal also aims at the first and second-line brands in the category. For small and medium-sized enterprises, the three-and four-wire brands are opposite
【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;F426.82
本文編號：2499527
[Abstract]:In the 21st century, as the pace of people's life is increasing, people consume more and more rapid consumer goods, and the rapid consumer goods industry (fast-consumer goods), which comes into being, is also booming. The same development as the fast-ending product is the booming of the retail industry. A number of the industry's first brands, such as Shifu, Coca-Cola, P & G, and so on. In the retail sector, there has also been the industry's big Mac, such as Wal-Mart, Runfa, and CR Vanguard. These large retailers are collectively referred to herein as modern channels. In China's retail market, from the big city to the second three-tier city, the future rural market is being occupied by the store of the modern channel, and the market share of the traditional channels (dealers, wholesalers, etc.) corresponding to it is being eaten by the modern channel. As a supplier, it is also one step to be clamped by the powerful access control of the modern channel, and the road of operation is getting more and more difficult. This paper is based on the current situation of the management of the organization structure and distribution channel of the instant noodle company based on the current situation of the management of the channel, marketing management and so on based on the management of the company's organization structure and distribution channel. In this paper, the author makes an in-depth study and analysis of the modern channel management mode of Kangfu Kangfu Company, and makes a diagnosis on the management strategy in the channel, and puts forward the corresponding improvement and construction. On the basis of the diagnosis and analysis of this paper, the operation mode of the modern channel of Kangfu is in the leading position in the industry, but there are some practical problems in the process of operation, including personnel structure, operation cost, coverage area and logistics distribution. At the same time, due to the first brand in the industry, the proposal also aims at the first and second-line brands in the category. For small and medium-sized enterprises, the three-and four-wire brands are opposite
【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;F426.82
【參考文獻】
相關(guān)碩士學(xué)位論文 前5條
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2 王程;快速消費品行業(yè)分銷渠道沖突研究[D];同濟大學(xué);2007年
3 穆慶海;快速消費品行業(yè)營銷渠道沖突管理[D];西南財經(jīng)大學(xué);2007年
4 王曉華;康師傅飲料渠道營銷策略研究[D];北京郵電大學(xué);2007年
5 李響;統(tǒng)一企業(yè)方便面市場營銷策略研究[D];天津財經(jīng)大學(xué);2009年
本文編號：2499527
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