哈尔滨啤酒集团营销渠道策略地研究.pdf

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A Dissertation for the Degree of MBA


STUDY ON MARKETING CHANNEL
STRATEGY FOR HARBIN BREWERY
GROUP











Candidate: Wang Yanhui
Supervisor: Prof. Li Guofeng
Academic Degree Applied for: MBA
Affiliation: Harbin Beer Brewery
Date of Defense: May, 2010
Degree-Offering-Institution: Harbin Institute of Technology
哈尔滨工业大学工商管理硕士学位论文
摘要
改革开放二十多年来,我国啤酒工业得到了空前的发展。2007 年我国的啤
酒产销量达到了 万吨,连续第六年成为世界第一啤酒生产消费大国。
尽管如此,我国啤酒行业仍然有很大的发展空间。我国人均啤酒消费量与世界
平均水平还有很大的差距,和发达国家相比差距就更大了,因此我国啤酒行业
的发展潜力还非常的巨大。国内外啤酒巨头都盯着这个块“蛋糕”,他们纷纷加
快发展步伐,急速拓展市场,使我国啤酒行业竞争更加的激烈。机遇与挑战并
存,随着科学技术的日益成熟,产品同质化的今天,如何高效的将啤酒销售到
消费者手中却成为众多啤酒厂商亟待解决的问题。
通过对大量文献和相关资料的分析,综合十几名多年从事啤酒行业销售管
理者的经验,介绍了快速消费品定义及特点、营销渠道与关系营销的相关理论,
在对我国啤酒行业的市场现状、营销渠道现状及未来发展趋势介绍与分析的基
础上,以哈尔滨啤酒为实例对营销渠道创新、营销渠道建设及营销渠道管理展
开研究与论述,试图为我国啤酒企业营销渠道的建设与管理提供一些可借鉴的
思路,力求达到理论与实证相结合。本文的创新之处在于:提出为提高营销渠道
的执行力和运营效率必须建立一套严格的稽核系统;并初步设计了啤酒企业渠
道设计过程与管理模式。

关键词:啤酒行业;渠道;哈尔滨啤酒













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哈尔滨工业大学工商管理硕士学位论文
Abstract
Sine Reform and Opening to China, the Beer Industry has gotten the
unprecedented development. After ing the first beer yielding country
continuously for 6 years, in2007, China beer yield reached about
ton .However, China beer industry still has great room for development. At current
there are big gaps between China’s per capita beer consumption and the world
average. The gap is even pared to developed countries, so Chinas beer
industry has great development potential in the future. In order to get more market
share from China Beer market, the national and international beer leader stride their
development quickly, that makes our country beer petition more
vigorous. Opportunities and Challenges coexist, beer product is consubstantial and
technique is maturing. How to catch opportunities and sell their products to
customers es an instant problem for bee