文档介绍：毕业论文
题目: 青海可可西里肉食品有限公司渠道
建设及对策研究
学生姓名: 吴赠
学号: 0634105142
指导教师: 张永琴
专业年级: 2006级市场营销
所在学院和系: 财经学院工商管理系
完成日期: 2010年6月4 日
答辩日期: 2010年6月12日
摘要
在企业实际运营中,渠道是连接企业和外部市场的桥梁,是沟通产品与消费者的桥梁。企业生产出来的产品,必须通过这个桥梁,才能最终走向市场。没有这个桥梁,产品就无法实现销售,企业就无法获得利润,便难以持续发展和生存。所以,渠道是企业的立命之本。在产品日益同质化的背景下,渠道将成为企业差异化的重要途径和核心竞争力的来源之一。未来企业的竞争将不再仅是产品的竞争,更是营销渠道的竞争。
青海可可西里肉食品有限公司是青海省很具特色和潜力的企业,对其渠道建设进行研究不仅能给其企业经营、竞争提供帮助,同时也能给青海省其他中小企业的发展带来启示。该论文通过查阅国内外关于渠道营销研究的相关论述,确定研究思路:将青海可可西里肉食品有限公司现有渠道状况列入考察范围,从渠道能力、渠道控制力和渠道弹性三方面对该企业渠道进行分析。通过分析,该生认为该公司在战略上缺乏对渠道的重视,在实际运营中缺乏对渠道的认识。针对该公司在渠道管理方面、渠道结构方面、渠道控制方面和渠道弹性方面问题,本文将为其提出渠道人才策略,构建信息平台系统策略,系统整合,与青海老酸奶等产品共用渠道策略以及赋予渠道动态性等策略,以求对企业有所帮助,达到本文写作价值。
关键字: 渠道,销售,品牌
THE CHANNEL CONSTRUCTION AND COUNTREMEASURE RESEARCH OF QINGHAI KEKEXILI MEAT FOOD CO.,LTD.
Abstract
In the actual operating of enterprises, distribution channels are the bridges connecting enterprises and markets, products and consumers. Only through these bridges, can the products finally go to the market. Without these bridges, products cannot be sold, enterprises cannot make a profit. No survival and further development. So, distribution channels are the vigor of the enterprise. On the background of ever-growing homogenized products, distribution channels will e important means of differentiated enterprise and one of the petency. petition of future enterprise will not only be petition of products ,it will be more petition of distribution channels.
Qinghai Kekexili meat food co., ltd. is a very special and potential enterprise in Qinghai Province. The study of its channel construction can not only help improving their business petitiveness, but also give other medium-sized and small enterprises of Qinghai Province some enlightenment in development process. In this paper, we will study the distribution channel in three areas such as channel capacity, channel control and channel flexibility, comprehensive analysis the problems of its channels and then give some suggestion about its channel constru