娃哈哈集團(tuán)營(yíng)銷渠道研究畢業(yè)論文-展示頁(yè)
2025-07-01 21:06本頁(yè)面
【正文】 .......................................................32 相關(guān)理論文獻(xiàn)綜述 .............................................................................................................4 營(yíng)銷渠道的概念研究 ..................................................................................................4 營(yíng)銷渠道結(jié)構(gòu)的類型 ..................................................................................................4 營(yíng)銷渠道的管理 .............................................................................................................53 娃哈哈集團(tuán)營(yíng)銷渠道的管理現(xiàn)狀 .........................................................................6 杭州娃哈哈集團(tuán)有限公司簡(jiǎn)介 ............................................................................6 娃哈哈獨(dú)創(chuàng)的“聯(lián)銷體”銷售渠道模式 .....................................................7 娃哈哈營(yíng)銷渠道的控制與管理 ............................................................................84 娃哈哈營(yíng)銷渠道的思考與建議 .............................................................................10 對(duì)聯(lián)銷體營(yíng)銷渠道的思考 .....................................................................................10 對(duì)聯(lián)銷體營(yíng)銷渠道的建議 .....................................................................................11結(jié)論 .....................................................................................................................................................12參考文獻(xiàn) .........................................................................................................................................12娃哈哈集團(tuán)營(yíng)銷渠道的構(gòu)建與管理研究摘要隨著中國(guó)經(jīng)濟(jì)的穩(wěn)步健康發(fā)展，人們總體生活水平的不斷提高，特別是隨著國(guó)家惠農(nóng)政策的不斷深化落實(shí)，9 億多農(nóng)民收入水平的不斷增長(zhǎng)必然為快速消費(fèi)品企業(yè)帶來巨大的市場(chǎng)、發(fā)展?jié)摿蜕仙臻g，但同時(shí)他們之間的競(jìng)爭(zhēng)也是更加激烈。渠道作為科特勒經(jīng)典營(yíng)銷理論 4Ps 中的一個(gè)要素，比產(chǎn)品、價(jià)格、促銷要素更能帶來長(zhǎng)期的競(jìng)爭(zhēng)優(yōu)勢(shì)。本文以娃哈哈集團(tuán)的營(yíng)銷渠道為研究對(duì)象，從營(yíng)銷渠道的長(zhǎng)度選擇、寬度選擇和廣度選擇三個(gè)方面定性分析娃哈哈集團(tuán)營(yíng)銷渠道的選擇，說明其獨(dú)創(chuàng)的“聯(lián)銷體”營(yíng)銷網(wǎng)絡(luò)所取得的巨大成功，并借鑒可口可樂、百事可樂等著名企業(yè)的營(yíng)銷經(jīng)驗(yàn)，分析與思考娃哈哈目前的營(yíng)銷渠道所存在的問題與不足，并提出幾點(diǎn)建議。 ine level grew unceasingly, which brings the giant market、huge development potential and bright prospects inevitably for the fast consumable enterprises. But the petition of them is more and more fierce.As a factor of the 4Ps of Philip Kotler’s classic marketing theory, Marketing Channels can supply more petition advantage than Product, Pricing and Promotion. However, the establishment of the Marketing Channel is a double edged sword, because it will bee a powerful petitive weapon if the Marketing Channel is selected appropriately and under good management, and on the contrary, it will lead to many problems such as block of channels, disorder of management, slow market reactions，excessive cost and so forth, which will influent earnings and enterprises’development.This thesis is based on the relevant choice theories of Marketing Channels，Analytic Hierarchy Process and the Multi hierarchy Grey Theory, and Wahaha Group’s Marketing Channels is selected as study object. And then the author illustrates the huge success of its creative special “Combined Sell Groups” Marketing Web, Furthermore, the author gives the concrete thinking and analysis of it and points the existing problems and shortings of Wahaha’s Marketing Channels, which according to the world’s renowned enterprises like CocaCola and Pepsi, and brings about some suggestions at last.Key words: Fast Moving Consumer Goods Marketing Channels “Combined Sell Groups” Marketing Web 1 緒論 研究的背景與意義中國(guó)市場(chǎng)經(jīng)濟(jì)三十多年的發(fā)展是舉世矚目的，而營(yíng)銷則是市場(chǎng)經(jīng)濟(jì)發(fā)展的關(guān)鍵，以食品、飲料
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