青岛啤酒柳州市场分销渠道管理制度优化.doc

2010届毕业论文 论文题目： 青岛啤酒柳州渠道管理 摘 要 在我国商业竞争日趋，渠道建设的成功，将直接影响到企业整体的成功。在渠道为王的今天，谁获得了渠道控制权，谁就成功了一半。本文主要针对青岛啤酒柳州的渠道管理现状和存在的问题，结合自己所学知识对青岛啤酒柳州在未来的渠道管理中应该改进的几个方面提出建议，从而提高公司在柳州的渠道管理能力。Abstract Commercial competition becomes increasingly fierce in today’s China, channel management is the important guarantee for enterprise goods transfer and information convection. In the market operation, distribution channel which affects the enterprises sustainable management and profit condition is an assembly points to many marketing contradiction , whether it is smooth distribution channels or not. Successful channel construction, will directly affect the overall success of the enterprise. Nowadays channel is the king and who control access to the channel, will come half the battle. Therefore, facing up to the management of distribution channels conflicts and analysing thoroughly the characteristics and causes and suit the remedy to the case, is of great significance to reduce cost and improve efficient operation. This article mainly aims at the distribution channels management of Qingdao beer of all aspects of the present situation and existing problems in Liuzhou. To puts forward some suggestions on how to optimize for Liuzhou region of Qingdao beer in future channel on the problems existing, and thus improve the company of the channel management ability in liuzhou. Based on the theory of distribution channels, I analysed of Qingdao control and management of distribution channels.,pointed out in the process of implementation problems, analyzed the causes of the problems and the corresponding optimization recommendations. Key words: Beer, Distribution channel, channel management, Sales management目 录 摘 要 I Abstract II 一、绪论 1 （一）选题背景和理论及现实意义 1 （二）国内外相关研究现状 1 二、分销渠道概述 1 （一）分销渠道的相关概念 1 （二）分销渠道的功能 2 （三）分销渠道的结构 2 三、青岛啤酒华南营销公司分销渠道管理概况 3 （一）我国啤酒行业现状 3 （二）青岛啤酒华南营销公司概况 4 （三）青岛啤酒华南营销公司分销渠道管理概况 7 四、青岛啤酒柳州市场分销渠道管理问题分析 8 （一）柳州啤酒市场现状分析 8 （二）大客户的管理分析 9 （三）分销商的管理分析 9 （三）零售终端的管理分析 10 五、青岛啤酒柳州市场分销渠道管理