QJ快速消费品经销公司营销渠道管理研究
山西大学硕士学位论文QJ快速消费品经销公司营销渠道管理研究姓名:韩朝霞申请学位级别:硕士专业:工商管理硕士指导教师:梅建军2011-06I中 文 摘 要 随着市场形势的变化,作为零售业中重要的角色传统经销商,其身份和地位开始变得日益尴尬,遭遇双面夹击。 首先,厂家希望通过对经销商整合更进一步掌控经销商,在资金、库存等多方面给经销商施加压力,在核销费用方面牵制经销商;其次,零售商对经销商进行挤压,随着沃尔玛、家乐福等国际连锁店介入,许多品牌开始越过经销商环节,直接由制造环节进入销售终端,从而保证零售商能获得更低的销售价格,另外由于现金流是由零售商掌握,再加没有规范的制度约束,零售商任意克扣经销商货款事经常发生。这使得经销商在处理这些关系时必须制定一种有效地营销渠道策略,这比任何时候都显得重要。 本文是以 QJ 快速消费品经销公司为例,研究经销商的营销渠道管理,建立差异化的渠道,保持企业持久的竞争优势的可能性。分析建立和维持一个顺畅而高效的营销渠道系统,需要进行各个方面长期的努力;渠道的维护需要涉及组织、内部人员、渠道成员之间的协作关系以及实施细节等等。企业通过渠道策略获得竞争优势是持久优势。希望通过归纳总结,对经销商营销渠道管理的实践工作有所帮助。 第一部分从研究的背景、思路和意义上总体叙述了研究重点,介绍了文章的结构; 第二部分对营销渠道的相关理论进行了阐述,包括渠道的功能、设计与管理以及渠道成员的选择,为分析 QJ 公司渠道中的具体问题做理论准备; 第三部分围绕 QJ 公司所处的快速消费品行业的现状、 渠道类型及存在的问题进行分析; 第四部分从 QJ 公司成长过程、市场环境及优劣势的分析,提出公司的竞争、产品、渠道策略,明确自己的定位,找准公司核心的赢利模式,综合其他赢利途径; 第五部分详细分析 QJ 公司现有渠道模式,同时提出了直配中心、自有品牌等有别于传统渠道的策略,并对营销渠道的搭建与管理进行了分析。帮助 QJ 公司找到自己适合的渠道搭建与维护的方法; 第六部分从销售团队的建设与管理、商品管理能力、库存管理能力以及渠道管理能力提升等方面对 QJ 公司渠道管理提出建议,保障渠道运转正常顺利。 关键词关键词:快速消费品;营销渠道;渠道管理IABSTRACT Along with market situations change, traditional dealers status has become awkward increasingly, as an important role in retail trade, it encounters double-sided converging attack. First,manufacturers hopes to integrate dealers to further control them in the fund, the stock and so on, brings the various pressure on dealers, and diverts dealers through cost verification. Next, retail merchant carries on the extrusion to the dealer, along with international chain store involvement, e.g. Wal-Mart, Carrefour etc., many brands start to cross the dealer, by making the direct link from manufacturing to pos point of sales, thus the guarantee retail merchant can obtain the lower selling price. In addition, because the cash flow is grasped by retail merchant, and the lack of standard system restraint, it occurs frequently that the retail merchant arbitrarily embezzles the dealers money for goods. Thus the dealers must constitute an effective marketing channel strategy in dealing with these relations, which is more important than anytime before. This article paper will take QJ FMCG(Fast Moving Consumer Goods) distribution company as an example, studies dealers marketing channel management, establishes differentiated channels, maintains the possibilities of enterprises lasting competitive advantages. Analysis how to establish and maintain a smooth and efficient marketing channel system, needs to make each aspect long-term effect; Channels maintenance need to involve between the organization, the internal personnel, the channel members cooperation to relate as well as to implement details and so on. The enterprise obtains the competitive advantage through the channel strategy is the lasting superiority. Based on introductions and summarizes, the paper hopes to offer practical help for dealers marketing channel IImanagement. Part I overall narrated the research emphases and the article structure from the view of the research background, idea and significance. Part II elaborated the relevant theories of marketing channel, including channels function, design and management as well as the channel members choice, to analyze channels specific problem in QJ Company to make theory preparation. Part III analyzed FMCG industry situation, channels types and the existing problems regarding QJ Company. Part IV analyzed QJ Companys growing process, market environment and the advantages and disadvantages, then proposed QJ Companys competition, product and channel strategy to clear about self-orientation, look for accurate company core profit pattern, and synthesize other profit ways. Part V multi-analyzed QJ Company's existing channel mode, simultaneously proposed straight match center, the innate brand so on to be different with the traditional channels strategy, and has carried on the analysis to marketing channels build and management. Helped QJ Company to find oneself suitable channel build and the maintenance method. Part VI from sales teams construction and management, merchandise control ability, inventory management skills as well as channel managed capacity promotion put forward the proposal to QJ Company channel management, safeguard the channel work on to be smooth Keywords: FMCG(Fast Moving Consumer Goods);Marketing channel ; Channel management 承承 诺诺 书书 本人郑重声明:所呈交的学位论文,是在导师指导下独立完成的,学位论文的知识产权属于山西大学。如果今后以其他单位名义发表与在读期间学位论文相关的内容,将承担法律责任。除文中已经注明引用的文献资料外,本学位论文不包括任何其他个人或集体已经发表或撰写过的成果。 作者签名:韩朝霞 2011 年 5 月 30 日 学位论文使用授权声明学位论文使用授权声明 本人完全了解山西大学有关保留、使用学位论文的规定,即:学校有权保留并向国家有关机关或机构送交论文的复印件和电子文档,允许论文被查阅和借阅,可以采用影印、缩印或扫描等手段保存、汇编学位论文。同意山西大学可以用不同方式在不同媒体上发表、传播论文的全部或部分内容。 保密的学位论文在解密后遵守此协议。 作者签名: 导师签名: 2011 年 5 月 30 日 第一章 绪论 1第一章 绪论 1.1 研究背景 2008 年,我作为一名管理者,加盟一家中小型快速消费品经销企业,在经营中发现了许许多多的问题,而且有很多困惑都是这一行业共同面对的问题。例如,经销商作为传统零售业环境下的一个不可缺少的市场主体,曾经在产品市场分销中发挥重要作用,但随着现代零售业的快速发展,经销商的生存空间不断地受到挤压等等。 近几年来,经销商在供应链上成为经常被人忽略的弱势群体,不仅受到来自厂商和零售商的双重压力,而且在国内管理界和学术界也没把经销商作为研究重点,即便是现在经销商已经面临重大发展转折点时,也很难看到研究经销商的更多文献。 面对企业的困难,使我更加迫切的寻找快速消费品经销商的渠道在哪里、出路在哪里?于是,决定尝试运用 MBA 学习的相关知识,分析研究自己所在 QJ 快速消费品经销公司(以下简称 QJ 公司)渠道管理问题,