文档介绍：Document number：BGCG-0857-BTDO-0089-2022
白酒营销渠道方案
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,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?of?goods,?companies?succeed?in?the?fierce?competition?to?maximize?profits,?it?must?be?done?carefully,?but?on?the?rational?management?of?marketing?channels,?will?to?a?large?extent?for?the?enterprise?reduce?operating?costs,?enabling?enterprises?to?gain?greater?profit?margins.?Distribution?choices?and?decisions?are?made?by?corporate?marketing?departments?is?one?of?the?most?critical?decision-making,?distribution?channels,?channel?conflict?is?a?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?appropriate?coordination?mechanisms?channel?conflict,?leading?to?the?contradiction?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?channel?conflict.?In?this?paper,?the?role?of?marketing?channel?management,?the?specific?content,?design,?channel?management?problems?and?solutions?and?other?aspects?of?corporate?marketing,?channel?management?briefly?discussed.
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[关键词]???快消品??白酒营销?渠道管理?
[Key?words]??FMCG???Liquor?Marketing??Channel?Management
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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