康师傅饮料渠道营销策略研究.doc

康师傅饮料渠道营销策略研究
中文摘要
近年来,随着市场竞争日趋激烈,产品、价格和促销策略极易被竞争对手模仿,而营销渠道的竞争优势一般较难模仿,企业如果能通过设计差异化的渠道获得竞争优势,相对可以维持较长时间不被模仿。
而以饮品为代表的快速消费品,由于市场需求大、市场开发早、市场竞争较为充分,这决定了它需要广泛的密集型分销渠道。因而如何根据产品及市场的特点设计良好的营销渠道,在企业的经营战略中显得非常重要。
项津成立至今约有十年,在这期间销量不断上升,市场占有率飞速成长,已完全占据了国内茶饮料行业的主导地位。回顾顶津取得的这些成就,渠道建设,在顶津的高速发展中扮演了重要的角色。可以说,没有顶津的渠道创新——通路精耕及建设,就没有顶津今天的辉煌。
本文共有四个部分构成。
第一章绪论。论文介绍了饮品行业的背景和项津目前的渠道策略。
第二章为渠道营销策略的理论基础,笔者分析了营销渠道的结构类型及渠道营销策略的具体内容,并介绍了饮品行业的特点和渠道模式。由项滓营销渠道的发展引出了其目前的渠道营销策略,即“渠道精耕”(现代渠道和传统渠道并存的多渠道策略)。
第三章是本文的重点。它研究了顶津在传统渠道和现代化渠道的具体运作方式。重点介绍了“通路精耕”执行过程当中,如何改造传统的批发商以及如何管理公司员工、零售终端执行“渠道精耕”,同时提出了在执行的过程中出现的问题,分析了问题产生的原因并提出了对策建议。
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