张裕内蒙古分公司销售渠道管理研究

发布时间：2018-02-25 16:15

本文关键词： 张裕内蒙古分公司葡萄酒渠道重构　出处：《内蒙古财经大学》2016年硕士论文　论文类型：学位论文

【摘要】：目前世界上普及最广而且产量最大的单糖酿造酒便是葡萄酒。最近几年以来,随着人民生活水平的不断提高,加之对身体健康和生活品味的追求,葡萄酒的需求量呈现出不断上涨的态势。由于国外葡萄酒大量涌入,以及国内的葡萄酒企业日益扩大,使葡萄酒行业的竞争也愈来愈激烈。企业只有有效地管理营销渠道才能在激烈的市场竞争中获得最大的利润。随着电子商务和移动互联网在中国的快速发展,将互联网作为葡萄酒购买渠道的消费者数量与日俱增。作为葡萄酒龙头企业的张裕葡萄酿酒有限公司将会面临新的挑战,其营销渠道的整改也提到了日程上。张裕公司营销渠道模式的每一次演变,都是由多种因素的综合作用所致,并且对公司的状况、销售团队、经销商队伍、产品体系、消费者、物流配送等领域会产生一定的影响。如何有效解决好诸多方面的关系,把渠道变革带来的损失降低到最小化,是渠道重构的重中之重。由此可见,研究营销渠道的重构是营销管理方向一个值得引起高度重视的课题之一。本文介绍了营销渠道的国内外理论和营销渠道的发展趋势,从竞争者、消费者、经销商队伍、销售终端、业务人员和物流等因素分析了张裕内蒙古分公司的营销渠道环境。同时对张裕内蒙古分公司销售渠道的发展过程和营销渠道的现有状况进行论述,指出了张裕内蒙古分公司营销渠道中存在的问题,并运用营销渠道的相关理论,从内蒙古分公司传统渠道、新型渠道、经销商管理、营销人员管理、渠道冲突和风险管理以及物流管理等方面进行了渠道的重构,提出了一些切实可行的建议和措施。我希望对葡萄酒行业的渠道建设起到一定的参考作用。
[Abstract]:Wine is the world's most widely used and most productive monosaccharide wine. In recent years, with the rising living standards of the people and the pursuit of good health and taste in life, The demand for wine is on the rise. As a result of the influx of foreign wines and the growing number of domestic wine companies, The competition in wine industry is becoming more and more fierce. Only by managing marketing channels effectively can enterprises make the most profit in the fierce market competition. With the rapid development of e-commerce and mobile Internet in China, The number of consumers using the Internet as a channel for wine purchase is increasing. Changyu Grape Brewery, a leading wine company, will face new challenges. The rectification and reform of its marketing channels are also on the agenda. Each evolution of the Changyu Company's marketing channel model is caused by a combination of various factors, and it has a bearing on the company's situation, sales team, dealer team, product system, and consumers. Logistics distribution and other fields will have a certain impact. How to effectively solve many aspects of the relationship, reduce the loss caused by channel change to minimize, is the top priority of channel reconstruction. Research on the reconstruction of marketing channels is one of the topics that deserve great attention in the direction of marketing management. This paper introduces the domestic and foreign theories of marketing channels and the development trend of marketing channels, from competitors, consumers and distributors, The marketing channel environment of Changyu Inner Mongolia Branch is analyzed by the factors of sales terminal, business personnel and logistics. At the same time, the development process of the sales channel and the current situation of the marketing channel of Changyu Inner Mongolia Branch are discussed. This paper points out the problems existing in the marketing channel of Changyu Inner Mongolia Branch, and applies the relevant theory of the marketing channel, from the traditional channel, the new channel, the dealer management and the marketing personnel management of Inner Mongolia Branch. The channel conflict, risk management and logistics management are reconstructed, and some practical suggestions and measures are put forward, which I hope will play a certain reference role in the channel construction of wine industry.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.82

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