本文關(guān)鍵詞：基于短渠道深度分銷(xiāo)的KW啤酒營(yíng)銷(xiāo)渠道模式研究　出處：《湘潭大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：隨著世界經(jīng)濟(jì)的高速發(fā)展，企業(yè)間的競(jìng)爭(zhēng)日趨激烈，而國(guó)外大品牌、大企業(yè)的紛紛涌入，中國(guó)國(guó)內(nèi)市場(chǎng)競(jìng)爭(zhēng)環(huán)境更是日益慘烈，尤其是快速消費(fèi)品行業(yè)，其營(yíng)銷(xiāo)環(huán)境、市場(chǎng)營(yíng)銷(xiāo)理念和營(yíng)銷(xiāo)戰(zhàn)略、戰(zhàn)術(shù)均發(fā)生了顯著的變化。作為企業(yè)重要的市場(chǎng)競(jìng)爭(zhēng)資源，營(yíng)銷(xiāo)渠道的重要性日益突顯。在某種程度上，可以說(shuō)“誰(shuí)掌控了渠道，誰(shuí)就贏(yíng)得了市場(chǎng)”。 本文以KW啤酒公司營(yíng)銷(xiāo)渠道目前現(xiàn)狀與存在的問(wèn)題為研究對(duì)象，采用調(diào)查研究和企業(yè)案例研究相結(jié)合的方法，以渠道理論為指導(dǎo)，以筆者在KW啤酒公司工作期間的實(shí)際案例及調(diào)查研究為基礎(chǔ)，對(duì)現(xiàn)行渠道模式進(jìn)行定性分析，找出現(xiàn)有渠道模式要求與渠道設(shè)置狀況之間存在的主要矛盾，并通過(guò)對(duì)現(xiàn)有渠道主要成員及營(yíng)銷(xiāo)管理人員進(jìn)行訪(fǎng)談式問(wèn)卷調(diào)研，聚焦影響市場(chǎng)運(yùn)作的主要“不滿(mǎn)意”因素，深入分析該因素的產(chǎn)生原因和相互關(guān)系，，從而得出當(dāng)前所存在的主要問(wèn)題。針對(duì)企業(yè)市場(chǎng)渠道現(xiàn)狀和存在問(wèn)題，創(chuàng)新提出基于短渠道的深度分銷(xiāo)模式的變革對(duì)策，并從營(yíng)銷(xiāo)渠道的實(shí)際運(yùn)作層面，描述渠道成員的選擇、廠(chǎng)商職能的分工、渠道成員的激勵(lì)、經(jīng)銷(xiāo)商的評(píng)估、渠道的權(quán)利及控制等過(guò)程，從而建立起營(yíng)銷(xiāo)渠道的整體管理體系及有效實(shí)施保障方案。 通過(guò)分析，本文最終得出的結(jié)論是，面對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng)，為了穩(wěn)定市場(chǎng)，提升銷(xiāo)量，KW啤酒公司必須對(duì)營(yíng)銷(xiāo)渠道模式進(jìn)行重新的設(shè)計(jì)，完善管理體系，這樣才能達(dá)到有效控制渠道運(yùn)作成本，最大限度地提升渠道運(yùn)作效率的目的，并通過(guò)細(xì)化營(yíng)銷(xiāo)渠道管理，幫助企業(yè)快速提升市場(chǎng)競(jìng)爭(zhēng)力并促進(jìn)企業(yè)的良性發(fā)展。本文的研究對(duì)國(guó)內(nèi)大部分啤酒企業(yè)的營(yíng)銷(xiāo)渠道設(shè)計(jì)與管理有較重要的實(shí)際借鑒意義，也為啤酒行業(yè)對(duì)營(yíng)銷(xiāo)渠道模式的設(shè)計(jì)、改進(jìn)及創(chuàng)新提供探討的素材。
[Abstract]:With the rapid development of the world economy, the competition between enterprises is becoming more and more fierce. With the influx of foreign big brands and large enterprises, the domestic market competition environment of China is increasingly fierce, especially the fast moving consumer goods industry. Its marketing environment, marketing concept, marketing strategy and tactics have all changed significantly. As an important market competition resource, the importance of marketing channel has become increasingly prominent. To some extent. It can be said that "who controls the channel, who won the market." This paper takes the current situation and existing problems of the marketing channel of KW Beer Company as the research object, adopts the method of combining the investigation and research with the enterprise case study, and takes the channel theory as the instruction. Based on the actual cases and investigation of the author during the working period of KW Beer Company, the qualitative analysis of the current channel model is carried out to find out the main contradiction between the requirement of the channel mode and the situation of the channel setting. And through the existing channels of the main members and marketing managers interview questionnaire survey, focusing on the market operation of the main "unsatisfactory" factors, in-depth analysis of the causes of this factor and the relationship between them. In view of the current situation and existing problems of the enterprise market channel, the innovation puts forward the reform countermeasures of the deep distribution mode based on the short channel, and from the actual operation level of the marketing channel. Describe the selection of channel members, the division of manufacturer's functions, the incentive of channel members, the evaluation of distributors, the rights and control of channels, etc. So as to establish the overall management system of marketing channels and effective implementation of security programs. Through the analysis, this paper comes to the conclusion that in the face of fierce market competition, in order to stabilize the market, we must redesign the marketing channel mode and perfect the management system in order to improve the sales volume of KW beer company. Only in this way can the channel operation cost be effectively controlled, the channel operation efficiency be maximized, and the marketing channel management be refined. To help enterprises to quickly enhance market competitiveness and promote the benign development of enterprises. The research of this paper has important practical significance for the design and management of marketing channels of most domestic beer enterprises. It also provides the material for the design, improvement and innovation of marketing channel mode in beer industry.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F426.82

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