销售渠道的管理剖析.docVIP

浙江水利水电专科学校毕业论文 荣焕实业延生护宝酒渠道管理问题与对策分析 PAGE 1 PAGE 16 摘要 营销渠道的不稳定严重影响企业的生产经营,而快速消费品行业特征使得该行业渠道更加复杂,如何建立良好的终端渠道管理机制以便进行有效的分销,在当前是关乎企业生死存亡的重大战略问题。因此，渠道建设和管理是快速消费品行业成长的关键。 现代企业若想取得成功就需要对其终端渠道管理理念进行深度把握,以及对终端分销布市的精耕细作，就必须在细分市场的同时进行渠道精细化管理,既重视市场总体布局，又在细节上不断完善。杭州荣焕实业有限公司对自身的延生护宝酒的渠道也是做了多样的建立和管理，本文就对其渠道的建立和管理进行简要分析，并且说出其存在的问题，以及解决问题的对策和方案。 关键词：快速消费品 渠道 管理 Abstract The instability of Marketing channel seriously affects the production and operation of enterprises, and the feature of FMCG industries makes this industry channel more complicated, and how to establish good terminal channel management mechanism for effective distribution is the important strategic problem for enterprise survival at present. The construction and management of the channel is the key to growth of FMCG industries. If the modern enterprise wants to be successful, it is necessary for it to seize its terminal channel management concept deeply, and intensive cultivate its terminal spread. It must manage the channel fining when distributes the market. Both of thinking highly of overall market and improving the arrangement in detail are important. Then Hang Zhou Ronghuan industrial Com. LTD establishes and manages the channel of its Yanshenghubao alcohol. The article will analysis them, propose the problems in the management. And I will also tell the countermeasures and the plans. Key words：Fast Moving Consumer Goods Channel Administration 目录  TOC \o 1-2 \h \z \u   HYPERLINK \l _Toc262567826 引言  PAGEREF _Toc262567826 \h 5  HYPERLINK \l _Toc262567827 一 公司概况  PAGEREF _Toc262567827 \h 6  HYPERLINK \l _Toc262567829 二 荣焕实业的延生护宝酒进入市场的渠道分析  PAGEREF _Toc262567829 \h 10  HYPERLINK \l _Toc262567830 （一）直接渠道  PAGEREF _Toc262567830 \h 11  HYPERLINK \l _Toc262567831 （二）间接渠道  PAGEREF _Toc262567831 \h 11  HYPERLINK \l _Toc262567832 三 荣焕实业对延生护宝酒渠道管理存在的问题和原因分析  PAGEREF _Toc