發(fā)布時(shí)間：2018-02-09 13:20

  本文關(guān)鍵詞： 母嬰用品 分銷渠道 渠道管理　出處：《昆明理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：根據(jù)中國(guó)人口網(wǎng)上的數(shù)據(jù)資料表明,中國(guó)每年的新生兒數(shù)量正在以驚人般的速度在增長(zhǎng)。國(guó)家有關(guān)的計(jì)生人士認(rèn)為,中國(guó)每年新生人數(shù)目可能在1800萬(wàn)以上。有關(guān)業(yè)內(nèi)人士根據(jù)目前的母嬰市場(chǎng)行情提出,母嬰用品行業(yè)將是一個(gè)新的經(jīng)濟(jì)亮點(diǎn),在其他行業(yè)中不斷嶄露頭角,“前”景不錯(cuò),可能會(huì)有更多的人投入這個(gè)行業(yè)[1]。本文的研究對(duì)象Z公司,2009年進(jìn)入貴州市場(chǎng)的母嬰用品行業(yè)。在管理人員和員工的共同努力下,規(guī)模不斷擴(kuò)大,年銷售額達(dá)一千萬(wàn)以上。Z公司旗下的直營(yíng)店數(shù)目也不斷增加,目前已有10家連鎖專賣店。在母嬰用品競(jìng)爭(zhēng)日益激烈的貴州市場(chǎng),該公司也出現(xiàn)了一些關(guān)于渠道的管理問題。本文立足于貴州市場(chǎng),在國(guó)內(nèi)外學(xué)者提出的關(guān)于營(yíng)銷渠道和渠道管理理論以及對(duì)國(guó)內(nèi)外母嬰用品的發(fā)展現(xiàn)狀研究的基礎(chǔ)上,首先對(duì)Z公司所處的宏觀環(huán)境用PEST分析法進(jìn)行了分析。其次對(duì)Z公司的外部環(huán)境進(jìn)行分析,以及Z公司貴州市場(chǎng)的整體營(yíng)銷環(huán)境進(jìn)行SWOT分析,找出自身分銷渠道的優(yōu)勢(shì)和劣勢(shì),和面臨的機(jī)遇和挑戰(zhàn)。最后對(duì)Z公司分銷渠道現(xiàn)狀和分銷渠道的管理現(xiàn)狀進(jìn)行分析,在具體的實(shí)踐工作中利用深度訪談法找出Z公司現(xiàn)有分銷渠道出現(xiàn)的管理問題,并提出了相應(yīng)的分銷渠道管理的改進(jìn)建議和保障措施。
[Abstract]:According to China's population online data, the number of newborns in China is increasing at an alarming rate every year. The number of new students in China may be more than 18 million a year. According to the current market for mother and child, the industry of maternal and child supplies will be a new economic bright spot, and it will continue to emerge in other industries. The "former" situation is good. There may be more people involved in this industry [1] .In 2009, Z Company, a research object of this paper, entered the maternal and child products industry in Guizhou market. With the joint efforts of management and employees, the scale of this industry is constantly expanding. With annual sales of more than 10 million, the number of direct stores owned by .Z Company has also been increasing, and there are now 10 chain stores. In Guizhou, where maternal and infant supplies are increasingly competitive, This paper is based on the Guizhou market, based on the marketing channel and channel management theory put forward by domestic and foreign scholars, as well as the development status of maternal and child supplies at home and abroad. Firstly, the macro environment of Z company is analyzed by PEST analysis. Secondly, the external environment of Z company is analyzed, and the overall marketing environment of Guizhou market is analyzed by SWOT to find out the advantages and disadvantages of its own distribution channel. Finally, this paper analyzes the current situation of distribution channel and management of distribution channel in Z Company, and finds out the management problems in Z company by using the method of in-depth interview in practice. And put forward the corresponding distribution channel management improvement suggestion and safeguard measure.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F721

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