【摘要】：中國啤酒市場的發(fā)展就是中國經(jīng)濟(jì)發(fā)展的縮影。計(jì)劃經(jīng)濟(jì)時(shí)期,各地啤酒市場以當(dāng)?shù)仄放茷橹?自給自足；進(jìn)入市場經(jīng)濟(jì)以后,國家經(jīng)濟(jì)迅速發(fā)展,人民生活水平迅速提高,中國啤酒市場的消費(fèi)能力也躍居到世界前列,啤酒企業(yè)的發(fā)展也大大得到了提高。隨著國內(nèi)青島、華潤雪花、燕京等幾個(gè)大型啤酒廠家的崛起,百威英博、嘉士伯、三得利等世界一流啤酒集團(tuán)的進(jìn)入,原有的市場競爭格局被徹底打破,群雄逐鹿、跑馬圈地,啤酒企業(yè)兼并重組不斷發(fā)生,啤酒市場的競爭也日漸白刃化。激烈的市場競爭也致使各啤酒廠家的產(chǎn)品在質(zhì)量、包裝、口味、工藝等方面逐漸趨于同質(zhì)化；多種多樣的各類促銷方式也被各個(gè)廠家之間互相借鑒、互相效仿,很難持續(xù)吸引消費(fèi)者的眼球。如何提高產(chǎn)品覆蓋、提升占有率,讓消費(fèi)者隨處看得到、買得到、愿意買,企業(yè)才能保持市場競爭優(yōu)勢。而有效掌控終端、確立渠道優(yōu)勢地位、建立渠道壁壘、建立高效渠道模式是啤酒企業(yè)能夠保持競爭優(yōu)勢的重要手段。本論文主要針對雪花啤酒常州公司進(jìn)行研究。雪花啤酒在進(jìn)入常州市場后,公司制定的戰(zhàn)略目標(biāo)是：通過雪花品牌的全面進(jìn)入,在蘇南太湖流域經(jīng)濟(jì)發(fā)達(dá)地區(qū)之常州市場建立市場強(qiáng)勢地位,逐步實(shí)現(xiàn)市場份額第一,實(shí)現(xiàn)雪花品牌主導(dǎo)下的強(qiáng)勢地位。雖然雪花啤酒的銷售策略、品牌影響及豐富的產(chǎn)品線在市場競爭中具有一定的優(yōu)勢,但當(dāng)前雪花啤酒常州公司的營銷渠道,因渠道層級較多,渠道布局不合理,渠道寬度不夠,不足以滿足雪花產(chǎn)品在目標(biāo)市場上的全細(xì)分場所的覆蓋,因渠道效率較低,不能保證產(chǎn)品迅速到達(dá)終端,公司的促銷政策也不能有效落實(shí),市場信息不能通過渠道及時(shí)反饋,嚴(yán)重制約了市場的拓展和發(fā)展。為了保障雪花啤酒在常州市場的迅速突破,實(shí)現(xiàn)公司的戰(zhàn)略目標(biāo),渠道改造的工作已刻不容緩。本文通過對雪花啤酒常州公司所處的環(huán)境的全面分析,從而發(fā)現(xiàn)影響雪花啤酒常州公司營銷渠道的內(nèi)外在因素,從營銷渠道結(jié)構(gòu)、營銷渠道組織和營銷渠道管理等方面入手,找出現(xiàn)有營銷渠道中存在的問題。通過對渠道扁平化、補(bǔ)償式深度分銷、營銷網(wǎng)絡(luò)的設(shè)計(jì)、渠道管理和考核、渠道優(yōu)勢地位的確立、建立渠道壁壘、與渠道成員建立戰(zhàn)略合作關(guān)系等方面的研究,提出渠道改造的建議,從而幫助雪花啤酒常州公司建立具有市場競爭力的渠道模式,并希望本文能夠?qū)ζ渌煜菲髽I(yè)建立高效渠道模式提供借鑒。
[Abstract]:The development of China's beer market is the epitome of China's economic development. During the planned economy period, local beer markets were dominated by local brands and self-sufficient. After entering the market economy, the national economy developed rapidly, the people's living standards improved rapidly, and the consumption power of China's beer market leapt to the forefront of the world. The development of beer enterprises has also been greatly improved. With the rise of several large breweries such as Qingdao, Huarun Snow, Yanjing, and the entry of world-class beer groups such as Budweiser InBev, Carlsberg, and Suntory, the original market competition pattern has been completely broken, people are fighting for the deer and running horses to encircle the land. Beer enterprises merge and reorganize constantly, the competition of beer market is becoming more and more sharp. The fierce market competition has also led to the gradual homogenization of the products of various breweries in terms of quality, packaging, taste, technology, etc. Various kinds of promotion methods have also been used for reference and imitated by various manufacturers. It's hard to keep attracting consumers' attention. How to improve product coverage and share, so that consumers can see, buy, willing to buy, enterprises can maintain market competitive advantage. The effective control of the terminal, the establishment of channel advantage status, the establishment of channel barriers, and the establishment of efficient channel model are important means for beer enterprises to maintain their competitive advantage. This thesis mainly focuses on Snow Beer Changzhou Company. After entering the Changzhou market, Snow Beer's strategic goal is to establish a strong market position in Changzhou market in the economically developed area of the Taihu Lake basin in southern Jiangsu through the comprehensive entry of the snowflake brand, and gradually realize the market share first. To achieve a strong position under the leadership of the snowflake brand. Although Snow Beer's sales strategy, brand influence and rich product line have certain advantages in the market competition, the current marketing channels of the Changzhou Company of Snow Beer are not wide enough because of more channel levels, unreasonable distribution of channels, and insufficient channel width. It is not enough to meet the full subdivision of snowflake products in the target market. Because the channel efficiency is low, the products can not reach the terminal quickly, the company's promotion policy cannot be effectively implemented, and the market information can not be fed back in time through the channels. Seriously restricted the market development and development. In order to guarantee Snow Beer's rapid breakthrough in Changzhou market and realize the company's strategic goal, the work of channel transformation is urgent. Through the comprehensive analysis of the environment of Snow Beer Changzhou Company, this paper finds out the internal and external factors that affect the marketing channel of Snow Beer Changzhou Company, starting with the structure of the marketing channel, the organization of the marketing channel and the management of the marketing channel. Look for problems in marketing channels. Through the research of channel flattening, compensatory deep distribution, design of marketing network, channel management and examination, establishment of channel advantage position, establishment of channel barrier, establishment of strategic cooperative relationship with channel members, etc. This paper puts forward the suggestion of channel transformation, thus helps Snow Beer Changzhou Company to establish a channel model with market competitiveness, and hopes that this paper can provide reference for other fast consumer enterprises to establish efficient channel mode.
【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.82

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本文編號(hào)：2292776