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1、康師傅飲料渠道營(yíng)銷策略研究25367碩士學(xué)位論文康師傅飲料渠道營(yíng)銷策略研究姓名:王曉華申請(qǐng)學(xué)位級(jí)別:碩士專業(yè):工商管理指導(dǎo)教師:唐守廉20070618康師傅飲料渠道營(yíng)銷策略研究中文摘要近年來,隨著市場(chǎng)競(jìng)爭(zhēng)日趨激烈,產(chǎn)品、價(jià)格和促銷策略極易被競(jìng)爭(zhēng)對(duì)手模仿,而營(yíng)銷渠道的競(jìng)爭(zhēng)優(yōu)勢(shì)一般較難模仿,企業(yè)如果能通過設(shè)計(jì)差異化的渠道獲得競(jìng)爭(zhēng)優(yōu)勢(shì),相對(duì)可以維持較長(zhǎng)時(shí)間不被模仿。而以飲品為代表的快速消費(fèi)品,由于市場(chǎng)需求大、市場(chǎng)開發(fā)早、市場(chǎng)競(jìng)爭(zhēng)較為充分,這決定了它需要廣泛的密集型分銷渠道。因而如何根據(jù)產(chǎn)品及市場(chǎng)的特點(diǎn)設(shè)計(jì)良好的營(yíng)
2、銷渠道,在企業(yè)的經(jīng)營(yíng)戰(zhàn)略中顯得非常重要。項(xiàng)津成立至今約有十年,在這期間銷量不斷上升,市場(chǎng)占有率飛速成長(zhǎng),已完全占據(jù)了國(guó)內(nèi)茶飲料行業(yè)的主導(dǎo)地位?;仡欗斀蛉〉玫倪@些成就,渠道建設(shè),在頂津的高速發(fā)展中扮演了重要的角色??梢哉f,沒有頂津的渠道創(chuàng)新——通路精耕及建設(shè),就沒有頂津今天的輝煌。本文共有四個(gè)部分構(gòu)成。第一章緒論。論文介紹了飲品行業(yè)的背景和項(xiàng)津目前的渠道策略。第二章為渠道營(yíng)銷策略的理論基礎(chǔ),筆者分析了營(yíng)銷渠道的結(jié)構(gòu)類型及渠道營(yíng)銷策略的具體內(nèi)容,并介紹了飲品行業(yè)的特點(diǎn)和渠道模式。由項(xiàng)滓營(yíng)銷渠道的發(fā)展引出了其目前
3、的渠道營(yíng)銷策略,即“渠道精耕”(現(xiàn)代渠道和傳統(tǒng)渠道并存的多渠道策略)。第三章是本文的重點(diǎn)。它研究了頂津在傳統(tǒng)渠道和現(xiàn)代化渠道的具體運(yùn)作方式。重點(diǎn)介紹了“通路精耕”執(zhí)行過程當(dāng)中,如何改造傳統(tǒng)的批發(fā)商以及如何管理公司員工、零售終端執(zhí)行“渠道精耕”,同時(shí)提出了在執(zhí)行的過程中出現(xiàn)的問題,分析了問題產(chǎn)生的原因并提出了對(duì)策建議。關(guān)鍵詞康師傅飲品通路精耕渠道策略ResearchonChannelofMarketingStrategyKangshifubeverageInrecentwithmarketintense,ye
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