五粮液公司的营销渠道研究.pdf 65页

2020-03-20 16:47

  摘 要

  随着白酒行业竞争的加重,营销渠道愈来愈遭到白酒厂商的重视,好酒不怕巷

  子深的年代早已成为汗青。在白酒行业,不乏名不见经传的小品牌借助营销渠道推

  力敏捷发展起来;实际证实,在当今白酒同质化比拟严重的状况下,企业唯有更好

  地控制花费者,增强在营销渠道收集的上精耕细作,才华在市场竞争中占得先机,

  赢得市场竞争的主动权。今朝,营销渠道曾经成了小品牌白酒企业异军崛起和名

  酒企业稳固市场位置的制胜宝贝。

  本文以五粮液公司的营销渠道为研究对象,在剖析白酒营销渠道的影响要素的

  基础上,起首剖析了五粮液公司的营销渠道近况,并诊断出五粮液公司营销渠道在

  数量和质量上存在的主要后果;然后依据自身和主要竞争者的渠道状况,提出公司

  的渠道结构优化改良计划;接着针对五粮液公司的具体状况,特别制订了公司的营

  销渠道办理计谋,包罗营销渠道鼓舞政策、经销商评价和渠道抵触的有效防范模

  型。

  经过本文的研究,明确了五粮液公司的营销渠道开展及改良标的目标,并为其渠道

  结构改良和渠道办理水平的提高供给了参考计划,欲望五粮液公司能踏上渠道优势

  的慢车,早日完成其“中国的五粮液,世界的五粮液”的巨大年夜愿景!

  关键词: 白酒;营销渠道 ;渠道办理

  Abstract

  Along with the Chinese spirits industry competition aggravating, the marketing

  channel receives more and more attention of the Chinese spirits manufacturers, and the

  age of that good wine needs no bush has gone for ever. In the Chinese spirits industry,

  many unknown small brands grow rapidly with the aid of the marketing channel thrust

  force. The practice proved that, in the white liquor homogenization quite serious

  situation, the enterprises is likely to take up marketplace preemptive opportunity, which

  can grasp the consumer better and mount an intensive cultivation in marketing channel

  construction. At present, the marketing channel already has become the magic weapon

  that helps the small brand white liquor enterprise to realize a new prosperity and makes

  the famous brand wine enterprise consolidate its market-state.

  This paper takes the Wuliangye Corporation's marketing channel as the object of

  study. On the basis of the analysis of Chinese spirits marketing channels factors, the

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