快速消费品营销渠道管理研究.docVIP

摘 要 ABSTRACT With the development of China’s growing economy and the greatly increase of people’s daily life, the consumer market in China is enhancing rapidly. The entry of the international branded enterprises into China’s consumer market not only influences the local consumers and enterprises in the same field, but also leads the directions of the local consumer market in areas such as retailing method, channel management, and distributing system. Whether it is the entry of the consumer market or the establishment and improvement of the channel supply system, China has a long way to go.Currently a lot of the enterprises are confronted with the channel changes. The traditional retailing channel is challenged by emerging new marketing systems. The past successful mode of the emphasis on the factory benefits is greatly affected by the emphasis of consumer end. The distributors are looking for their share of the market value. The profits received by the middle dealer are gradually reduced. How can the changing trend of the sales channel be pinpointed and the competitive marketing channel be established? In order to illustrate that the China’s rapidly growing consumer market is facing the transformation from the traditional retailing management to the modern distribution system. 1.快速消费品行业营销渠道概述. 1.1营销渠道的定义结构和职能 1.1.1定义 美国市场营销协会(AMA)的定义委员会在1960年对营销渠道给出了如下定义:“企业内部和外部的代理商和经销商(批发与零售)的组织机构，通过这些组织，产品(含产品和劳务)才得以上市营销。” 1.1 营销渠道的结构分为长度结构和宽度结构。不同企业的营销渠道长度构成千差万别，为了便于分析，学术界一般把它简化为一种模式。如图2.1所示，清楚地表示出营销渠道的长度结构。 消费者 制造商 零级渠道 制造商 零售商 消费者 一级渠道 制造商 零售商 消费者 批发商 二级渠道 制造商 消费者 批发商 零售商 批发商 三级渠道 图2.1营销渠道的长度结构模式 营销渠道的宽度结构是指制造商在每一渠道层次里使用经销商的数目，如图一2.2所示。在图2.2中，制造商使用N个批发商和M个零售商反映的即是渠道宽度。按渠道宽度大小可将营销渠道分为三种类型: (1)广泛式(密集)营销渠道:即制造商在一个销售地区直接动用尽可能多的经销商 销售自己的产品。它的优点是可以广泛占领市场，方便购买，及时销售商品;缺点是市 场分散，难于控制。 (2)选择式(精选)营销一渠道:即制造商在特定的市场内有选择地直接动用一部分经 销商销售自己的产品。它的优点是企业对市场的控制较强、成本较低、即可获得适当的 市场覆盖面又保留了渠道成员的竞争，防止经销商的怠惰;缺点是营销商之间的冲突错 综复杂，渠道内耗严重，加大了企业管理难度。 (3)独家式营销渠道:即制造商在一定的地区、一定的时间只选择一家营销商销 售自己的产品。这