可口可乐公司中国市场营销渠道研究.docVIP

2013届毕业生 毕业论文 题 目: 可口可乐公司中国市场的营销渠道 摘 要 营销渠道是促使产品或服务顺利地被使用或消费的一整套相互依存的组织可口可乐的营销渠道体系庞大，包括营销渠道，装瓶厂系统加强营销渠道管理专业化 research in marketing channels of Coca-Cola in China market Abstract Marketing channels is an entire set of organizations which make products or services favorably used or consumed. In marketing channel, whether the relationship of members’ choices and products that are demanded by consumers could be transferred to them duly and accurately or not then will influence the cost of distribution and the services for customers. Channel conflicts include horizontal channel conflicts、vertical channel conflicts and channel system conflicts. Practically, channel conflicts cannot be totally avoided but, to some extent., they can be solved. Since Coca Cola Co. returned to the mainland marketing of China and has been prosperous by far, Coca Cola has been a part of domestic people’s life. Coca Cola Co. has a big marketing channel system compromises marketing channel and bottler system. Coca Cola Co. (China) marketing system’s characters are as follows: broad market channels、diversities of consumer channels、high demand of distribution channels and automation. Coca Cola Co. (China) marketing system’s major problems are including management of distribution cost、control of product outer packing、interest allocation 、commodities fleeing and human management in channel service team. Thus, after the rational analysis, channel conflicts can be resolved by strengthening the professional level of marketing channel management、arranging related specific management in companies、control of product outer packing、bring about the tracking system management of product distribution 、contractual management of manufacturers exchange and adjusting dynamic management of marketing channel as well as the channel members’ excitation mechanism. Keywords: Coca-Cola; marketing channel; management; conflict 目 录 摘 要 I Abstract II 1 引言 1 1.1 选题背景 1 1.2 研究的目的和意义 1 1.3 文献综述 1 1.4研究内容