可口可乐在山东乡镇市场的渠道开发策略研究

发布时间：2018-04-03 20:21

本文选题：可口可乐　切入点：乡镇市场　出处：《西南交通大学》2015年硕士论文

【摘要】：我国是饮料行业的一个巨大市场,现有品牌可口可乐、百事可乐、康师傅、汇源等,在市场中的竞争日趋白热化。在城市市场的各个渠道,各品牌为争取一个客户、一个端架、一个店牌都要付出高昂的代价。为了在激烈的市场竞争中保持优势并持续稳定发展,就必须要开发新的市场一一乡镇市场。本文对可口可乐公司在山东省乡镇市场的渠道开发策略研究,主要完成以下几项工作：第一,针对山东省乡镇市场进行调研,了解市场特点、居民消费习性、市场表现等信息。按照人口数、人均收入水平,划分乡镇市场的类型,有针对性地设计分销渠道。第二,建立一只专业的服务乡镇市场的团队,需要增加人员架构和改变工作方式,如改步行为驾车拜访客户、下班手机报考勤等,以满足乡镇市场的特点和需求。第三,大力发展经销商合作伙伴,充分利用合作伙伴的营销网络和配送能力,来提高公司的经营覆盖范围和客户服务质量,节省物流成本。第四,制定有步骤、有重点的终端管理方法。优先开发人口数量多、购买能力强的经济发达乡镇,覆盖所有渠道类型的客户；欠发达乡镇重点开发批发商。优先服务现代渠道客户和批发商,推广全系列产品；其他渠道客户售卖优势产品。本文通过对山东省乡镇市场的研究,围绕可口可乐公司在乡镇市场的目标、探讨分销渠道结构设计、组织结构设计、经销商管理以及终端管理,让可口可乐产品在乡镇市场能够达到买得到、买得起、乐得买、店内执行这“4A”目标,让消费者不断重复购买,培养良好的饮用习惯。
[Abstract]:Our country is a huge market of beverage industry, existing brands Coca-Cola, Pepsi Coke, Master Kang, Huiyuan, etc., the competition in the market is becoming more and more intense.In all channels of the city market, each brand has to pay a high price for a customer, an end shelf and a store brand.In order to maintain advantage and develop steadily in the fierce market competition, we must develop new market-township market.This paper studies the channel development strategy of Coca Cola Company in Shandong township market, mainly accomplishing the following work: first, to investigate the township market in Shandong Province, to understand the characteristics of the market, residents' consumption habits, market performance and other information.According to the population, per capita income level, the classification of township market types, targeted design of distribution channels.Second, to set up a professional team to serve the township market, we need to increase the personnel structure and change the way of work, such as changing from walking to driving to visit customers, leaving the mobile phone to report attendance, and so on, in order to meet the characteristics and needs of the township market.Thirdly, we should develop dealers' cooperation partners, make full use of the partners' marketing network and distribution ability to improve the company's business coverage and customer service quality, and save the logistics cost.Fourth, develop a step-by-step, focused terminal management method.Priority is given to developing economically developed towns with a large population and strong purchasing power, covering all types of customers, and underdeveloped villages and towns develop key wholesalers.Priority service to modern channel customers and wholesalers, promote the full range of products; other channel customers sell superior products.Based on the study of the township market in Shandong Province, this paper discusses the distribution channel structure design, organizational structure design, dealer management and terminal management around the objectives of Coca-Cola Company in the township market.So that Coca-Cola products in the township market can be bought, affordable, happy to buy, store implementation of this "4A" goal, so that consumers repeatedly buy, cultivate good drinking habits.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.82

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