文档介绍：白酒营销渠道方案引言: “得渠道者得天下”是快速消费品渠道管理的重要性的真实写照, 渠道的冲突是利益之争, 都是为了维持市场份额, 保持竞争优势, 争夺渠道控制权的结果。快速消费品的渠道管理者应该深入研究, 多方平衡,提高渠道的运转效率,促进产品的销售。[ 摘要] 当今社会, 商品高度同质化, 白酒企业要想在激烈的竞争中获得利润的最大化, 就必须要做到精打细算, 而对营销渠道的合理管理, 就会在很大程度上为白酒企业减少运作成本, 从而使白酒企业获得更大的利润空间。分销渠道的选择和决策是白酒企业营销部门作出的最关键的决策之一, 分销渠道冲突是渠道运作的常态, 是快速消费品销售经常面对的问题。白酒企业往往对渠道冲突重视不够, 缺乏相应的渠道冲突协调机制,导致渠道成员之间的矛盾发生,对冲突的成因、基本类型及活动特点认真地研究和分析, 降低渠道冲突的损失。本文从市场营销渠道管理的作用、具体内容、设计、渠道管理中存在的问题及解决途径等几个方面, 对白酒企业市场营销渠道管理作简单论述。[Abstract] today's society, a high degree of homogeneity ofg oods, companies eed in the petition to maximize pr ofits, it must be done carefully, but on the rational management of marketing channels, will toa large extent for the enterprise reduce operating costs, enabling enterprises to gain greater profit margins. Distribution choices and decisions are made by corporate marketi ng departments is one of the most critical decision-making, distribu tion channels, channel conflict isa normal operation, is fast moving consumer goods sales are often faced with the problem. Business channel conflict often paid insufficient attention to the lack of appr opriate coordination mechanisms channel conflict, leading to the c ontradiction between the occurrence of channel members, The causes of the conflict, the basic types and characteristics of serious research activities and analysis, reducing the loss of cha nnel conflict. In this paper, the role of marketing channel managem ent, the specific content, design, channel management problems a nd solutions and other aspects of corporate marketing, channel ma nagement briefly discussed. [ 关键词] 快消品白酒营销渠道管理[Key words] FMCG Liquor Marketing Channel Management 当白酒企业高举着产品战、价格战、概念战、品牌战等大旗杀得人仰马翻之时, 一直暗藏在水面下的渠道竞争也正在如火如荼地进行。也就有了“得渠道者得天下”“渠道是白酒企业的命脉”的说法。市场营销渠道的决策是一个复杂的过程。市场营销渠道决策的正确与否, 是白酒企业能否实现市场营销目的的关键。产品从生产到消费者手中, 是通过一定的渠道实现的。白酒企业只有在适当的时间,适当的地点, 按适当的数量和价格把产品交付给消费者, 才能实现所有权的转移, 达到市场营销的目的, 从而实现白酒企业目标。渠道管理是白酒企业为实现公司分销的目标而对现有渠道进行管理, 以确保渠道成员间、公司和渠道成员间相互协调和通力合作的一切活动。渠道冲突是不可避免的, 当同一品牌的分销商发生价格冲突和窜货时, 渠道管理尤为重要。渠