快速消费品行业营销渠道管理研究——以雪花啤酒为例

论文总字数：19648字

摘 要

在现代社会，快速消费品几乎成了营销竞争最为激烈的一个领域，因为产品的营销会直接导致销量差异。本次研究选取的对象是雪花啤酒，是一个典型的快速消费品。通过对雪花啤酒的营销渠道管理进行研究，了解这一行业在营销方面的主要方向是什么，铺货渠道是怎样进行设置的，如何在市场中形成竞争优势的。目前该领域在国内外的研究都是比较受到重视的，比如沃尔玛作为一个快速消费品销售场所，他们需要了解到这些厂家的营销渠道管理来降低自身的经营成本。国外的一些研究机构也在进行营销渠道管理的研究，总结出其先进的运营模式，来为其他相关领域的厂家提供技术支持，推进整个行业的发展，从而降低整个行业的成本，促进行业发展。

研究快速消费品的意义在于：目前国内快速消费品行业发展的潜力巨大。快速消费品行业技术难度不高，因此门槛较低进入的企业较多。品牌知名度对于快速消费品来说是非常重要的部分。雪花啤酒作为快速消费品，在啤酒这一行业做到了领先的位置，这和企业正确的定位是分不开的。传统的企业在广告营销中投入的资金较多，而雪花啤酒由于其强大的资金实力，不但强势投入广告，还重金打造适合自己的营销渠道，这才是他成功的秘诀。当然万事开头难优秀的渠道不是有资金投入就能建设的，这其中还有企业的团队日以继夜地奋战成果。本文先大概介绍了快速消费品的情况，然后以雪花啤酒为例进行深入分析，进而对整个啤酒行业提出改进意见，是一个由浅入深的过程。现代快速消费品行业的营销渠道之所以那么重要，还与服务消费者有重要联系。在这么一个同质化程度这么高的行业，谁都可以替代，所以关键就在于企业能否有效培养消费者的消费习惯了。只有重视渠道建设，企业才可能走上健康发展的道路。

关键词：替换性；消费习惯；敏感度

FMCG Marketing Channel Management——A Case Study in Xuehua
Modern marketing channels

Abstract

In modern society, fast moving consumer goods marketing has almost become the most competitive one in the field, because the marketing of products will directly lead to differences in sales. This study selected object is Snow, is a typical FMCG. Snow on the marketing channel management study to understand what the main direction of the industry is in marketing, distribution channels, how to set and how to form a competitive advantage in the marketplace through. At present, the field of study abroad are more attention, such as Wal-Mart as a fast moving consumer goods sales sites, they need to understand that these manufacturers are marketing channel management to reduce their operating costs. Some research institutions to study abroad are also marketing channel management, summed up its advanced business model, to provide technical support to other relevant areas of the manufacturers, to promote the development of the industry, thereby reducing the cost of the entire industry, and promote the development of the industry.

Significance of the study lies in FMCG: In China, the fast moving consumer goods market, there is a huge potential for development. Such products industry, low barriers to entry, low cost, and rapid recovery of funds, so the products on the market, such as river carp, and were too occupied certain market share. Brand awareness for the sale is a very important factor. For consumer durables, the sensitivity of consumers to fast moving consumer goods is not high, the product can be replaced by large, product quality can easily be sold by direct experience and judgment, and the second purchase behavior and loyalty of consumers have a decisive impact. Such as shampoo purchase, consumers tend to buy and use at the same time different products and brands, becoming more grass is always greener. The fast moving consumer goods like IT or electronic products that can continue to upgrade to new technology, additional new functions, providing real change from the products, often it is the lack of change in the nature of the product. Therefore, a brand of endurance is constantly introduce new ideas and practical characterized. In short, the fast moving consumer goods is starting the modern marketing theory, it is a classic chapter the most significant marketing management and communication skill.

Keywords: Alternative ; Consumption habits; Sensitivity

目 录

摘 要 II

Abstract III

第一章 绪 论 4

1.1 研究背景 4

1.2 研究的意义 2

1.3 研究思路及内容 3

1.4 论文框架 3

第二章 快速消费品行业营销渠道管理现状、特点及问题 4

2.1快速消费品渠道管理现状 4

2.2 快速消费品行业营销渠道的特点 5

2.3 快速消费品营销渠道的主要问题 5

第三章 雪花啤酒营销渠道管理现状分析 7

3.1 渠道成员的分类 7

3.2 渠道成员的选择 8

3.3渠道成员的奖励机制 10

第四章 雪花啤酒营销渠道管理的优势与劣势 11

4.1 优势 11

4.2 劣势 12

结束语 14

致 谢 15

参考文献（References） 16

第一章 绪 论

1.1 研究背景

随着中国经济发展以及人民生活水平提高，人们对快速消费品的需求日趋旺盛，这一市场得到快速发展，逐渐形成了一个状态良好的销售市场。

快速消费品指的是消耗较快且人们有长期重复使用需求的商品。比如零食饮料，洗漱用品等等。现代营销理论较早出现在快速消费品领域，因此这一方向非常有研究价值，需要我们深入思考。

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