291343+陈兰+上岛咖啡的营销渠道弊端及策略探析+经济与管理学院+市场营销+钟新周+攀枝花学院.doc

攀枝花学院本科毕业论文 上岛咖啡的营销渠道弊端及策略探析 学生姓名： 陈兰 学生学号： 200910304003 院（系）： 经济与管理 年级专业： 2009级市场营销 指导教师： 钟新周 副教授 二〇一三年六月 摘 要 咖啡与茶叶、可可并称为世界三大饮料中国巨大的咖啡消费市场零售店成了中国本土企业和投资者追逐的对象产品是通过渠道到达最终消费者的，渠道障碍会影响企业市场运作。对众多企业和行业渠道研究表明，渠道瓶颈问题是制约企业发展的普遍问题 ABSTRACT Coffee and tea, cocoa and called the worlds three largest drinks, Chinas huge retail chains has become Chinas coffee consumption market in local companies and investors chasing object.Chinas coffee consumption market potential is tremendous, annual per capita consumption growth rate is 30%.Market demand increase will lead to increased competition, at present, a lot of cafes in China is given priority to with foreign and Taiwan brand.The increasingly fierce competition in the coffee industry, how to maintain good long-term development in the industry is the enterprise should consider the problem.And in order to win in competition, strong marketing channels is necessary.Product is through the channels to reach the final consumer, the channel obstacles will affect the operation of the enterprise market.Channels to many businesses and industry research shows that the bottleneck problem of marketing channel is the common problems which restrict the development of the enterprise. This article is mainly on the analysis of the ucc coffee marketing channel.The first chapter is an overview of relevant theories of marketing channel, including the meaning, the related theory and domestic research progress in three aspects.The second chapter is on the coffee industry and the status of the ucc coffee business.The third chapter is mainly analyzing ucc coffee marketing channels, including channel mode type, the ucc coffee marketing channel mode, ucc coffee marketing channels advantages and disadvantages.The last part is aimed at ucc coffee abuses in marketing channels of its recommendations. Keywords Marketing channel，Retail chain，Channel alliance，The retail channel  目 录 摘 要 I ABSTRACT II 绪 论 1 一、 营销渠