發(fā)布時間：2018-01-19 10:31

  本文關鍵詞： 快速消費品 渠道沖突 渠道變革 保障措施　出處：《湖南大學》2015年碩士論文　論文類型：學位論文

【摘要】：中國快速消費品市場經(jīng)過近30年的發(fā)展,已進入成熟期。各競爭品牌的營銷管理更加趨于同質化,只在銷售渠道仍存在差異化管理的可能。鑒于此,各品牌正在對營銷渠道進行優(yōu)化和更新,甚至變革。面對二三線市場(BCD城市)的蓬勃發(fā)展和本土品牌的迅速崛起,高露潔公司如何更好地應對日益惡劣的競爭環(huán)境、有效地改善渠道管理并實施充分的保障措施,已經(jīng)成為生死攸關的任務。鑒于此,本文利用各種研究方法,以營銷渠道不同的功能和使命為理論根基,以高露潔棕欖中國有限公司的營銷渠道為分析對象,結合一線銷售人員的調查取證,基層的市場反饋,以及跨部門的溝通,深入探討高露潔棕欖中國的營銷渠道現(xiàn)存的問題及原因、變革的方向和保障的措施。著力于改變沖突的雙層渠道,本文提出了大量可操作的改善措施以實現(xiàn)渠道的均衡發(fā)展。著力于完善渠道管理的生態(tài)環(huán)境,本文從渠道合并、區(qū)域化管理和渠道激勵三個方面為高露潔勾畫了渠道變革的整體圖案和保障措施。希望可以為行業(yè)中同業(yè)者在營銷渠道管理中提供借鑒及參考。
[Abstract]:After nearly 30 years of development, China's fast moving consumer goods market has entered a mature period. The marketing management of competitive brands tends to be more homogeneous, only in the sales channels there is a possibility of differentiated management. In view of this. Each brand is to optimize and renew the marketing channel, even change. Facing the second and third line market BCD city) vigorous development and the rapid rise of the local brand. How to better deal with the increasingly bad competition environment, effectively improve the channel management and implement adequate safeguards has become a vital task. In view of this, this paper makes use of various research methods. On the basis of different functions and missions of marketing channels, this paper analyzes the marketing channels of Colgate Palms China Co., Ltd., and combines the investigation and evidence collection of front-line sales personnel, and the market feedback at the grass-roots level. And cross-departmental communication, in-depth discussion of Colgate Palm China marketing channel existing problems and reasons, the direction of change and security measures. Focus on changing the conflict of the two-tier channel. This paper puts forward a large number of operational improvement measures to achieve the balanced development of the channel and focuses on improving the ecological environment of channel management. The regionalization management and the channel incentive have drawn the overall pattern and the safeguard measure of the channel reform for Colgate, hoping to provide reference and reference for the industry counterparts in the marketing channel management.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F416.72

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本文編號：1443780