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论文编号：	779
作者编号：	2120062372
上传时间：	2008/6/24 13:31:50
中文题目：	HY集团营销渠道改进设计与管理研
英文题目：	The Study on the design and ma
指导老师：	李亚
中文关键字：	HY集团 软饮料行业 营销渠道
英文关键字：	HY Group Soft drinks industry
中文摘要：	国内经济继续保持迅猛增长的情况下，软饮料行业将呈现长期快速增长态势。行业诱人利润率和消费者市场高成长性正在引起国内外软饮料行业巨头们纷纷逐鹿中原。目前市场上存在三股竞争力量：一支是以台湾背景的企业，如统一和康师傅，以包装的创新和口味取胜；一支是包括HY、娃哈哈等国内知名企业；还有一支是大的跨国公司如可口可乐、百事可乐等。目前市场上集中了娃哈哈、HY等众多一线软饮料品牌。 然而，随着行业的飞速发展和软饮料加工企业的戏剧性扩张，我国软饮料企业滞后的营销渠道已经成为制约行业发展的瓶颈。软饮料的行业特点就是谁能在最短的时间内实现与消费者有效沟通，并在快捷方便的基础上，花费最低廉的交易成本与消费者完成交易，谁就能在激烈的市场竞争中获得核心竞争力，人们常说的营销制胜、渠道为王就是这个道理。企业要想在销售终端赢得顾客就必须一方面用新的渠道建设理论武装自己，另一方面要借鉴行业内优秀企业的营销模式，甚至是其他行业的宝贵经验，进而对自身的营销渠道建设进行持续的改进创新。 多年来软饮料行业渠道建设理论和实践取得了长足进步，但与整个行业发展速度相比，目前行业销售渠道的改进创新还远远满足不了市场的需要。作者正是基于这一点，从分析中国软饮料行业营销渠道发展现状和HY集团渠道现状入手，审慎地借鉴行业内外经典的渠道建设方法，运用渠道建设理论，适时为该企业提出了一套崭新的营销渠道运行模式。 本文首先从理论回顾入手，着重回顾营销渠道的基本概念、功能、营销渠道管理以及营销渠道研究与应用现状等内容；其次对国内软饮料行业进行综合分析并讲述该行业渠道现状及未来发展趋势；接着查阅有关资料和市场调查，对HY集团目前的营销渠道现状做出细致评价，并指出了其中存在的问题；继而对HY集团市场细分与目标市场选择进行了研究，进而对HY集团营销渠道进行改进设计，并做出评估；最后，结合HY集团营销渠道实际情况，提出HY集团加强渠道成员管理的过程和环节，希望能对该行业的营销渠道创新有所裨益。
英文摘要：	In the China's food industry, soft drinks industry is one of the fastest-growing areas. With the rapid growth of the domestic economy, the soft drink industry will continue to show long-term rapid development. Its profit margins and attractive consumer market of high growth are causing the soft drinks industry giants in the country to compete. As a result, soft drink companies have a dramatically intense competition with each other. At present, there are three types of competitors in the market as follows: one is Taiwan-based enterprises, such as unification group and Kangshifu group which have the advantages of the innovative packaging and unique tastes; the other is the well-known domestic enterprises, such as HY Group and Wahaha Group; the remanent are also the big multinational companies such as Coca-Cola, Pepsi, and so on. However, with the rapid development of the industry and the dramatic expansion of soft drinks companies, the old marketing channels have become a bottleneck restricting the development of the industry. The traditional extensive consumer sales model can no longer meet new market demands, Fast moving consumer goods industry is characterized by the things that who can at least spend the time and cost to achieve completion of transactions with consumers quickly, and who will be in the fierce competition access to competitive advantage. This is what people often say the marketing advantage. The development of technology has changed people's life, Business and customer trading and information exchange is rapidly changing. A single marketing channel has become obsolete. To win customers in the sale terminals, on one hand, enterprises must use a new theory to improve their marketing; on the other hand, they must acquire the excellent corporate marketing model, even the valuable experience of other industries. In short, enterprises must continuously improve their marketing channels. Over the years, the soft drinks industry channels theory and practice has made tremendous progress, but Mainland enterprises marketing channels can not meet the new needs of the market. As the soft drink industry's marketing channels need to be improved, the author wrote this thesis. First, the author makes a detailed analysis of the domestic soft drink industry's marketing channels and HY Group marketing channels; Secondly, the author carefully study the industry inside and outside the classic method of building channels; At last, author timely puts forward a new marketing channel mode. And the author has been completed on this mode of assessment. This model is well placed to meet the company's development. We hope that this new model is very useful for other soft drink companies to improve their own marketing channels.
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