【摘要】：2015年開始,中國經(jīng)濟從高速增長轉(zhuǎn)為中低速平緩增長,經(jīng)濟增長呈下行趨勢,隨之而來,中國快消品市場也出現(xiàn)了相應(yīng)的變化。2016年,快速消費品業(yè)增長停滯,行業(yè)并購現(xiàn)象頻發(fā),消費趨勢也在悄然變化,消費者更關(guān)注食品的健康及安全,在這種趨勢下,快消品行業(yè)的渠道呈也呈多樣化發(fā)展,新渠道不斷涌現(xiàn),電商渠道正在蠶食傳統(tǒng)渠道的市場份額。然而反觀目前中國快消品市場,產(chǎn)品的同質(zhì)化程度加深,營銷手段同質(zhì)化越來越明顯,這意味著廠家越來越難從眾多的產(chǎn)品和服務(wù)中脫穎而出,讓消費者有長期保持購買的意愿。面對這樣殘酷的競爭環(huán)境,各大廠商都在絞盡腦汁思考著如何使得產(chǎn)品從終端順利轉(zhuǎn)移到消費者手中,營銷渠道的關(guān)注點從終端逐漸轉(zhuǎn)移到消費者身上,即如何利用終端管理的有效性讓消費者產(chǎn)生購買行為。面對這樣的外部環(huán)境,作為快消品市場“直控終端”的代表,可口可樂公司對于營銷渠道終端的管理有著較為豐富的經(jīng)驗,對于各渠道消費者的行為也有著較為深刻的洞察,雖然可口可樂公司有完善的終端店內(nèi)執(zhí)行和推動機制,但在營銷渠道的管理過程中仍有可以提高和改善的空間。研究和改善可口可樂營銷渠道的管理對于快消品行業(yè)具有一定的借鑒意義。在這個背景下,本文將研究如果通過有效的終端管理,提高渠道生產(chǎn)效力,提升消費者在店內(nèi)購買的機率。文章內(nèi)容大概歸納為:首先,從消費者的構(gòu)成以及行為模式出發(fā),找出消費者行為對于營銷活動的影響因素;其次,通過終端店內(nèi)點位有效分析,明確終端店內(nèi)投資的優(yōu)先次序;再次,通過規(guī)劃和定位店內(nèi)促銷活動,提升消費者活動的影響力;最后,在提升終端管理有效性的基礎(chǔ)下,強化內(nèi)部組織機制,增強營銷渠道終端投資的監(jiān)控和預警,保證渠道投資的合理性。本文的創(chuàng)新點體現(xiàn)在從消費者的行為出發(fā),詮釋了渠道終端店內(nèi)投資的有效性程度,并通過強化組織機制,增強了營銷渠道終端投入的監(jiān)控和預警。作為快消品行業(yè)的領(lǐng)跑者,廣西可口可樂公司在營銷渠道上的管理創(chuàng)新具備指導意義。
[Abstract]:Since 2015, China's economy has changed from a high growth rate to a moderate and slow growth rate. The economic growth has shown a downward trend, and the Chinese fast consumer goods market has also changed accordingly. In 2016, the fast moving consumer goods industry stagnated. The phenomenon of M & A in the industry is frequent, and the trend of consumption is also changing quietly. Consumers are more concerned about the health and safety of food. Under this trend, the channels of fast consumer goods industry are also diversified and new channels are constantly emerging. E-commerce channels are encroaching on the market share of traditional channels. However, looking back at the current Chinese fast consumer market, the degree of homogenization of products has deepened and the homogeneity of marketing means has become more and more obvious. This means that manufacturers are becoming more and more difficult to stand out from many products and services. Let the consumer have the will to keep buying for a long time. In the face of such a cruel competitive environment, the major manufacturers are racking their brains to think about how to make the products transfer smoothly from the terminal to the consumer, and the focus of the marketing channel gradually shifts from the terminal to the consumer. That is, how to use the effectiveness of terminal management to enable consumers to purchase behavior. In the face of such an external environment, as the representative of the "direct-control terminal" of the fast consumer market, Coca-Cola Company has rich experience in the management of the marketing channel terminal, and has more profound insight into the behavior of consumers in various channels. Although Coca-Cola has a perfect implementation and promotion mechanism in the terminal store, there is still room for improvement in the management of marketing channels. To study and improve the management of Coca-Cola marketing channel has certain reference significance for the fast product industry. In this context, this paper will study how to improve the effectiveness of channel production through effective terminal management, and improve the probability of consumers buying in stores. The content of the article is summarized as follows: first, from the consumer composition and behavior model, to find out the consumer behavior for marketing activities; Secondly, through the effective analysis of terminal in-store location, the priority of in-store investment is determined; thirdly, the influence of consumer activities is enhanced by planning and positioning in-store promotional activities. Finally, on the basis of improving the effectiveness of terminal management, we should strengthen the internal organization mechanism, strengthen the monitoring and early warning of marketing channel terminal investment, and ensure the rationality of channel investment. The innovation of this paper is to explain the degree of effectiveness of the channel terminal instore investment from the consumer's behavior, and strengthen the organization mechanism to strengthen the monitoring and early warning of the marketing channel terminal investment. As the leader of fast-acting products industry, the management innovation of Guangxi Coca-Cola Company in marketing channel has guiding significance.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F416.82

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