青岛啤酒柳州市场分销渠道管理优化yhaJV.doc

青岛啤酒柳州市场分销渠道管理优化 2010届毕业论文 论文题目: 青岛啤酒柳州市场分销渠道管理优化 摘 要 在我国商业竞争日趋激烈背景下,渠道管理是企业商品转移和信息对流的重要保证。在市场运作中,分销渠道是许多营销矛盾的集结点,分销渠道畅通与否,直接影响企业的持续经营和营利状况。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。因此,正视分销渠道管理中的矛盾冲突,深入分析其特点及成因并对症下药,对降低渠道成本,提高运作效率具有重要的意义。 本文主要针对青岛啤酒柳州市场的分销渠道各环节的管理管理现状和存在的问题,结合自己所学的渠道管理理论知识以及在实践中所积累的经验,对青岛啤酒柳州市场在未来的渠道管理中存在的问题及应该改进的几个方面提出一些优化建议,从而提高公司在柳州市场的渠道管理能力。在分销渠道相关理论的基础上,分析了青岛啤酒分销渠道的控制与管理.指出了在执行的过程中出现的问题,分析了问题产生的原因并提出了相应的优化建议。 关键词:啤酒,分销渠道,渠道管理,销售渠道 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 c