宝丰酒业有限公司分销渠道管理.doc

摘　　要 本文围绕宝丰酒业有限公司的分销模式及其渠道管理实际,运用4P理论、战 略定位、渠道分析等方法，对白酒产品及其分销模式的特征进行系统分析，以公 司的收益最大化以及客户价值的提升为目标，提出了白酒产品的战略定位及其分 销模式，并针对分销模式的影响因素分析，构建了白酒产品的分销模式评价模型。 通过对白酒产品分销渠道的分析与研究，能够对酒类企业的营销系统、现有分销 模式及管理有实践指导作用，并在渠道的选用与管理上，能为我国其它白酒企业 起到抛砖引玉的作用。分销渠道管理作为长期的战略管理，渠道资源的稀缺性和 在一定时间段内的隐蔽性，决定了竞争对手难以模仿，进而能够形成区域强势品 牌的核心竞争优势。研究宝丰酒业有限公司的分销渠道的优化变革，可以更好说 明其取得良好业绩的原因。事实证明，在白酒的营销推广上，与产品、价格、促 销相比，分销渠道对于企业来讲是更具有潜力的竞争优势，成为传统营销理论4P要素中的首选要素。近十年来快速崛起的二线区域强势品牌，无一例外的都是及时调整了自己的营销策略，在4P要素的运用中以分销渠道为引领性要素，进而对其他要素资源加以合理配置，协同推进，从而获得了高速成长。本文通过对本公司进行区域市场定位和宝丰酒业渠道策略的优势和劣势,运用四大营销模式进行具体分析，提出了白酒分销模式及其评价模型，对于优化白酒类产品的分销体系、提升客户服务水平、增大公司收益等方面具有积极的意义。 关键词：分销，渠道，营销，市场 ABSTRACT This paper based on the analysis about the distribution channel management in Baofeng Liquor Co.Ltd.studied the distribution models for companies with liquor productions.Following the analyzing and researching upon the distribution channels,this paper can improve the management of the existing distribution model of Baofeng Liquor Co.Ltd..Moreover,this research is able to attract valuable comments from our other liquor companies which play a role in the distribution channel in guiding,the channel selection and management,.Distribution channel management is a long-term strategic management,channel scarce resource,and the hidden nature in a certain period in which competitors can not imitat and thus can form a strong regional brands core competitive advantage. The changes of the distribution channels optimization can better explain the reasons for its good performance.Facts have proved that the marketing of liquor on the product,price and promotion,compared to distribution channels for enterprises is potential in terms of competitive advantage,which become elements of traditional marketing theory,the preferred elements of 4P.Over the past decade the rapid rise of the second-tier regional strong brand,without exception,are timely adjustments to its marketing strategy,4P elements in the use of distribution channels in order to lead the sexual element,a