箭牌糖果在中国三四级市场的营销渠道研究-工商管理专业论文.docxVIP

I I PAGE PAGE IV 摘 要 箭牌是世界上最大的口香糖制造商，每天都要生产数以百万计的口香糖，她 生产的口香糖可以称为艺术级的，而且她还是一个规模庞大、财政资源雄厚的公 司。她把产品卖给遍及各个地区的顾客。但是箭牌始终没有想过要自己亲自把产 品直接销售给最终用户，而是使用了许多的中间商来完成这个任务。众所周知， 营销组合包括产品、价格、促销和渠道。随着近年来市场竞争日趋增强，技术日 新月异和转移，营销渠道越来越受到重视，因为获取持久难以复制的竞争优势越 来越难。与此同时，制造商需要削减分销费用，而分销商的权力日益增长。为了 赢得市场获得持久的竞争优势，企业经营更加深入化和精细化。中国作为箭牌全 球第二大市场，建立一个有效的销售网络将是箭牌在激烈的市场竞争保持优势并 持续稳定发展的关键因素之一。箭牌如何开辟和发展中国的三四级市场，通过适 当的资源投放，掌控当地市场渠道，更显得重中之重。 何谓三四级市场?不同行业、不同企业的理解与规划不尽。箭牌定义三四级市 场是由县城和经济发达地区的重点乡镇市场组成的小城市市场和农村市场。中国 三四级市场有 8 亿多人口，2.1 亿多个家庭，是我国最大的消费群体。箭牌对三四 级市场的了解，在此之前是非常有限的。在这部分疆域，还没有进行有组织地发 展和运作。箭牌在中国县级和乡镇市场，由于渠道的长度和宽度不够，多个品类 在当地的市场份额受到挑战。正因为此类市场复杂、分散、多样化的消费特点明 显区别于一级市场，如果只是将一级城市的营销策略简单复制到三四级市场，显 然会“水土不服”、“资源浪费”。本文希望通过对三四级市场的研究，围绕箭牌三 四级市场的营销渠道目标和策略、探讨渠道结构设计、渠道成员选择以及渠道终 端管理，让箭牌产品在三四级市场能够达到随处可见，随手可拿，让消费者不断 重复购买，真正实现箭牌融入生活中每一天。 关键词：三四级市场，渠道，箭牌 Abstract Wrigley is the worlds largest chewing gum maker, and she is a great company with strong financial resources. Wrigley always sells to customers throughout the various regions with distributors and partners instead of herself. As we all know, Marketing includes product, price, promotion and channels. With increased market competition and rapid technological change in recent years, Marketing Channels become more and more important. China is the biggest oversea market for Wrigley. In order to gain competitive advantage and sustainable development, Wrigley should build an effective sales network in huge China market. How to open up and develop Chinas third and fourth level market with appropriate resource allocation and control of the local market channels become even more priority to Wrigley China,. What is a third and fourth level market for Wrigley? The definition of the market is the focus of developing area consisting of a small town, urban and rural markets. It is the biggest consumer groups which cover more than 800 million people and 210 million households. In this part of the territory, Wrigley still has no organized development and operation. Current chann