郑州垦荒人营销渠道分析.pdfVIP

郑州垦荒人营销渠道分析

摘要

经过十多年的快速发展，我国保健品市场已逐步走向成熟和健全，竞争越来越激烈。随着越来越

多的保健品企业加入进来，作为主流企业的郑州垦荒人所占的市场份额持续性下降，而行业总销售额

却持续上升，郑州垦荒人在行业中的龙头地位岌岌可危，急需采取一定的措施来改变现状。

通过分析郑州垦荒人存在的主要问题,得出了三方面的问题。其一，营销渠道布局不合理，营销

渠道分布不均衡，营销渠道投入较少，没有发挥应有的作用；其次，营销渠道结构不合理，各级经销

商和中间商过多，而且营销热情也不高；其三，营销渠道管理缺乏标准，公司缺乏专门负责郑州垦荒

人渠道开发和建设的人员、缺少对渠道经销商的严格选择标准、营销渠道成员之间矛盾也时有发生。

针对郑州垦荒人存在的问题，提出了有利于企业发展的对策建议：改变营销渠道的布局、加大对高效

营销渠道的投入；减少营销渠道的中间商、加大代理商的奖励力度；设立渠道管理部门、渠道经销商

管理优化、渠道成员关系优化来改善企业的现状，使企业满足市场发展的需要。

关键词：保健品；渠道营销；渠道管理

Abstract

Aftermorethantenyearsofrapiddevelopment,Chinashealthcareproductsmarket

hasgraduallybecomematureandsound,andthecompetitionismoreandmorefierce.With

moreandmorehealthcareproductsenterprisesjoiningin,themarketshareofZhengzhou

wastelandreclamationpeople,asthemainstreamenterprises,continuestodecline,while

thetotalsalesoftheindustrycontinuestorise.TheleadingpositionofZhengzhou

wastelandreclamationpeopleintheindustryisindanger,anditisurgenttotakecertain

measurestochangethestatusquo.

ThroughtheanalysisofthemainproblemsofthereclamationpeopleinZhengzhou,

threeproblemsareobtained.First,thedistributionofmarketingchannelsisnot

reasonable,thedistributionofmarketingchannelsisnotbalanced,theinvestmentof

marketingchannelsisless,anditdoesnotplayitsduerole;Secondly,themarketing

channelstructureisunreasonable,therearetoomanydealersandmiddlemenatalllevels,

andthemarketingenthusiasmisnothigh;Third,thereisalackofunifiedstandardsfor

marketingchannelmanagement,thecompanylacksthepersonnelspeciallyresponsiblefor

thedevelopmentandconstructionofZhengzhoureclamationchannels,thestrictselection

standardsforchanneldealers,andcontradictionsbetweenmarketingchannelmembersalso

occurfromtimetotime.

InviewoftheexistingproblemsofZhengzhoureclamationpeople,thispaperputs