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论文编号：	954
作者编号：	2120071966
上传时间：	2009/5/26 1:31:00
中文题目：	基于PRM的快速消费品行业营销渠
英文题目：	PRM-based Research on Marketin
指导老师：	张永强
中文关键字：	快速消费品;营销渠道;伙伴关系管
英文关键字：	Fast-Moving Consumer Goods; Ma
中文摘要：	中国是经济大国，2008年国内生产总值（GDP）超过30万亿元，比2007年增长9%，GDP位居世界第三；城镇居民人均可支配收入15781元，农村居民人均纯收入4761元，实际增长8.4%和8%；全年社会消费品零售总额108488亿元，比上一年增长21.6%，增速比上一年加快4.8个百分点。在这样一个大国里，快速消费品行业具有得天独厚的发展优势。而在快速消费品行业的发展中，营销渠道起到举足轻重的作用，甚至成为很多快消企业的核心竞争力。鉴于营销渠道的重要性，研究营销渠道的建设与管理，不仅具有一定的理论意义，更具有十分重要的现实意义。 本文首先运用文献研究法系统地综述了相关文献，全面梳理了营销渠道、快消行业以及伙伴关系管理的相关理论，为后文的研究做好理论基础；然后深入分析了我国快速消费品行业的发展现状与当前面临的发展环境，并研究了快消行业现有主要渠道模式及存在的问题，进而运用演绎法论述了伙伴型营销渠道在快速消费品行业中的竞争优势；接下来将理论联系实际—把伙伴关系管理的相关理论运用到快速消费品行业的渠道管理中，为该行业的渠道管理实践提供了有益的借鉴与启示；最后运用案例研究法，通过两个成功运用伙伴关系管理理论来管理营销渠道的案例，进一步证明了全文的理论。 全文共六章：第一章为绪论，介绍了本文的研究背景，研究方法和研究框架；第二章对相关理论进行了回顾，并以此作为本文研究的理论依据；第三章分析了快速消费品行业的现状与问题，并阐述了将伙伴关系管理理论运用到快消行业渠道管理中的必要性与意义；第四章是本文的核心章节，具体研究了伙伴关系管理理论在渠道管理过程中的运用，这其中包括渠道的设计与选择，控制与激励以及评估与改进；第五章中，本文运用两个案例进一步验证了前文的理论分析；第六章是本文的结论，对全文进行了总结。 本文的创新之处在于，将伙伴关系管理的相关理论运用到快速消费品行业的营销渠道管理中，并明确提出制造商要同分销商一起建立伙伴型营销渠道，以提高渠道的竞争力，实现“双赢”的目标。
英文摘要：	As a big economic entity, China’s GDP in 2008 exceeded 30 trillion RMB, which increased 9% compared with that in 2007, GDP ranking as No.3 in the world; The disposable income of Chinese urban residents per capita is 15,781 RMB, while the net income of the Chinese rural residents per capita is 4,761 RMB, whose actual growth is 8.4% and 8% respectively; the annual total retail sales of social consumer goods is 10.8488 trillion RMB, with a rise of 21.6% over the previous year and speeding up the growth rate of 4.8 percentage points. In such a large country, the fast-moving consumer goods industry is endowed with unique advantages in development. In the development of fast-moving consumer goods industry, marketing channels play a decisive role, and has even become the core competency of many FMCG enterprises. In view of the importance of marketing channel, relevant study on the construction and management of it not only has a certain theoretical significance, but also is of great practical significance. This article first adopts a systematic literature overview of relevant literature, and gives a comprehensive introduction of relevant theories concerning marketing channels, FMCG industry, as well as partner relationship management theory, which serves as a good theoretical basis for later study in the paper. Then the article makes a detailed description of the Status quo in China's FMCG industry and its current development environment, and an in-depth analysis of the main channel for the industry model and existing problems; the use of deductive method is conducted to prove that a partnership-based marketing channels is a competitive advantage in FMCG industry. Next to integrate theory with practice - to exercise partnership management theory into the channel management of FMCG industry, providing a useful reference and enlightenment. Finally through the introduction of two successful management cases that adopts partnership management theory - the case study method, the paper gives further evidence of the theory of the full text. The paper is comprised of six chapters: Chapter One is the Introduction, which introduces the research background, research methodology and research framework; Chapter Two reviews the relevant theories—the theoretical basis for this study; Chapter Three analyzes the status quo and current issues in fast-moving consumer goods industry, while stating the necessity and importance of utilizing the partner relationship management theory into the management of channels; Chapter Four is the key chapter, which makes specific studies on the application of the partner relationship management theory in management of channels, including design and selection, control and motivation, as well as assessment and improvement; Chapter Five further validate the former theoretical analysis via two cases; Chapter Six is the conclusion of this article, a summary of the full text. In this paper, the innovation lies not only in the fact that the partner relationship management (PRM) theory is applied to the management of marketing channels in fast-moving consumer goods industry, but also in that it clearly advocates a cooperation between the manufacturers and the dealers in establishing a partnership marketing channels, so as to enhance the competitiveness of channels and achieve "win-win" objective.
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