沈阳农心公司深度营销渠道建设研究
摘要
沈阳农心公司是由韩国农心公司投资建立的主要以农心系列方便面为主的独资公司。面对方便面领域内激烈的市场竞争,发展速度放缓,如何在激烈的市场竞争中求得发展,实现公司快速平稳成长,对营销渠道的革新势在必行。
本文介绍了沈阳农心公司目前渠道的现状及存在的问题,希望通过对营销渠道的革新,达到提高公司产品的销量并降低渠道成本,提高销售利润。基于此目的提出建立深度营销渠道,并在此基础上进一步提出了建立深度营销渠道的方法和步骤,分析了建立深度营销渠道对沈阳农心公司的现实意义。
本文研究结果认为,深度营销渠道是解决目前沈阳农心公司现存渠道问题的有效模式;希望通过本文的研究,能对沈阳农心公司及其他公司的营销渠道建设有所帮助。
Now the entire instant noodles profession competition more and more is intense, between various factories the disorderly price war while has been attacking match heavily also in deep injury own. Since 6 years the instant noodles raw material price large scale rise has caused various factories to face the deep difficult position, how seeks the breach in the present difficult position, found the new profit point of growth to become all quarters folding fan factory the urgent matter.
This article take Shenyang Nong Shim Company as the object of study, Shenyang Nong Shim Company were built Month 2000 by South Korean Nong Shim corporate investment in Shenyang economic development zone. Establishment mainly by Nong Shim series instant noodles primarily sole ownership company. After more than 6 years of fast growth, facing instant noodles domain in intense market competition, now the development speed postpones, the earlier period establishment marketing channel has to a certain extent become the restriction company further fast growth bottleneck, how obtains the development in the intense market competition, the realization company fast steady growth, to marketing channel innovation imperative
Shenyang Nong Shim Company mainly is the production upscale instant noodles, the same scale product competitor are few, therefore the company establishes at the beginning of the being established the marketing channel mainly is uses sets up the business agent in the provincial capital level city and expense high locally administered level, maintains the local market and the radiation perimeter market through the local business agent. This had been established the initial period in the company to get up invested few, the effective quick effect. But expands the affable productivity along with the company product line the enlarge, this kind of channel does not suit the request which the company further develops, afterwards further deepened to the marketing channel, set up the business agent and the services in each locally administered level, the product further radiates to the county township. But along with the competition aggravating and the cost rise, company's operation appeared has not had the profit, even was the negative profit situation, has threatened the company the survival and the development.
Through internal and external's marketing environment analysis which locates to the present company, may see the marketing environment which the company locates at present is extremely stern, the company internal cost climbs repeatedly, the outside competes the company in abundance to promote the upscale instant noodles which is similar with the company product, tries hard to divide cup of thick soup in the upscale surface market, company's market share is further nibbled. The Shenyang Nong Shim Company at present marketing channel has the massive channel conflict problem, displays for between various regions business agent between as well as wholesaler's horizontal channel conflict; Between factory and business agent, between business agent and wholesaler's vertical channel conflict. Cross area between various regions flees the goods question, the channel movement cost rise question, the channel stock question. These all enormous enhancement company's channel operation cost, creates the primary cause which the company manages at present loses money.
In order to get rid of the similar marketing difficult position, current appeared one kind of named the depth marketing channel; the channel idea, under this kind of marketing pattern, the work key deepened customer relations, the marketing value chain which the construction enterprise leads, regards the channel as the marketing core, namely“1p+3p”Pattern. The attention through the marketing personnel's organized endeavor, deepened and the customer relations, by the control marketing key link and the essential region, the attention centralized marketing resources, the core market essential factor coordination and the balance which through the region market, the core dealer, the terminal network and customer consultant and so on four big affects mutually, establishes the market synthesis competitive advantage.
Through the depth marketing channel establishment, may effective the marketing difficult position which gets rid of the present company to locate. At present the company uses the channel pattern is the region agent makes and the office system, because namely uses the office system in positive the condition good area, uses the proxy in the bad some areas to make. These two systems all have weakness under, makes the factory in the region agent to control ability to the channel tube to be very low, the control lacks the initiative and the flexibility to the channel, specially the market price system easy to be restrained the region dealer, once between various regions dealer appears the conflicts of interest, easy to cause the factory market system the paralysis. Under the office system, the long channel has brought the stock rise, the marketing cost and internal tube to the company controls the cost rise, the market management efficiency lowly and so on the shortcomings, the channel lacks the efficiency. Establishes under the depth marketing channel theory instruction“1+N”; the pattern is refers under the factory leadership, in a region market, by“1”;The core dealer adds“N”; a distributor to construct and the management channel network marketing value chain management pattern.“1+N”; the pattern is leads other market essential factor take the channel as the main item (product, price, promotion) carries on the depth marketing, was the multitudinous professions after passed through the price war, the concept war, the technology fought and so on the competition methods, one kind new, using the channel resources displays the overall value chain effectiveness the competition method.“1+N”; the pattern essence is through grafts fully with the conformity channel resources, the display industry division of labor potency, establishes the channel integration the marketing management value chain, covers the market effectively, enhances the channel to carry out the strength, thus enhances the enterprise the competitive power.
May bring the marketing ability through the establishment depth marketing channel to the company the enhancement is“the information strength”; which the depth marketing emphasized,“the promotion strength”;“the retailing strength”;“the sales promotion strength”; and“the service strength”; they are other marketing superiority premise. Enhances the marketing efficiency, speeds up the marketing speed, causes the marketing to penetrate into three, four levels of markets, the realization marketing increment. And can cause the enterprise to construct the management marketing value chain.
At the same time, the depth marketing channel construction needs to follow certain principle, mainly is concentrates the principle, attacks the weak one and the weak link principle, the consolidated fort, strengthens the domain principle, grasps the big customer principle and has not visited the customer for the zero principle. Proposed the Shenyang Agriculture Heart Company depth marketing channel construction flow in this foundation. Namely the goal market choice - market survey - market analysis and the strategy formulation - constructs the region marketing to manage the platform - region market to start, the development and the consolidated - trundle duplication and the promotion. Obeyed this construction flow to propose the construction method. 1.Dealer's again appraisal and chooses 2. region market retailing channel establishment.
After the channel reconstruction establishes the agricultural heart marketing main corporation, is separated from completely with the production, the specialty is responsible for the marketing work, establishes four subsidiary companies under the main corporation, respectively is the Jilin Province subsidiary company, the Liaoning Province subsidiary company, the Heilongjiang subsidiary company, Shenyang Subsidiary company. Sets up each locally administered level office under various subsidiary companies, the radiation perimeter area. Set up the dealer in the provincial capital city and big locally administered level, is responsible for in the respective region the agricultural heart series product promotion and the sale and the post-sale service work. Set up the distributor in each county level city and big locally administered level, divides the region to be responsible for the agricultural heart product retailing, and aims at passes the mesh point to set up special especially passes the group especially.
This article finally believed that, through the establishment depth marketing channel may effective each kind of channel conflict which eliminates Shenyang Agriculture Heart Company to face at present, reduces the channel movement cost, the realization company profit growth, finally gets rid present the marketing difficult position, the realization continues forever the business goal which manages.
本文介绍了沈阳农心公司目前渠道的现状及存在的问题,希望通过对营销渠道的革新,达到提高公司产品的销量并降低渠道成本,提高销售利润。基于此目的提出建立深度营销渠道,并在此基础上进一步提出了建立深度营销渠道的方法和步骤,分析了建立深度营销渠道对沈阳农心公司的现实意义。
本文研究结果认为,深度营销渠道是解决目前沈阳农心公司现存渠道问题的有效模式;希望通过本文的研究,能对沈阳农心公司及其他公司的营销渠道建设有所帮助。
Now the entire instant noodles profession competition more and more is intense, between various factories the disorderly price war while has been attacking match heavily also in deep injury own. Since 6 years the instant noodles raw material price large scale rise has caused various factories to face the deep difficult position, how seeks the breach in the present difficult position, found the new profit point of growth to become all quarters folding fan factory the urgent matter.
This article take Shenyang Nong Shim Company as the object of study, Shenyang Nong Shim Company were built Month 2000 by South Korean Nong Shim corporate investment in Shenyang economic development zone. Establishment mainly by Nong Shim series instant noodles primarily sole ownership company. After more than 6 years of fast growth, facing instant noodles domain in intense market competition, now the development speed postpones, the earlier period establishment marketing channel has to a certain extent become the restriction company further fast growth bottleneck, how obtains the development in the intense market competition, the realization company fast steady growth, to marketing channel innovation imperative
Shenyang Nong Shim Company mainly is the production upscale instant noodles, the same scale product competitor are few, therefore the company establishes at the beginning of the being established the marketing channel mainly is uses sets up the business agent in the provincial capital level city and expense high locally administered level, maintains the local market and the radiation perimeter market through the local business agent. This had been established the initial period in the company to get up invested few, the effective quick effect. But expands the affable productivity along with the company product line the enlarge, this kind of channel does not suit the request which the company further develops, afterwards further deepened to the marketing channel, set up the business agent and the services in each locally administered level, the product further radiates to the county township. But along with the competition aggravating and the cost rise, company's operation appeared has not had the profit, even was the negative profit situation, has threatened the company the survival and the development.
Through internal and external's marketing environment analysis which locates to the present company, may see the marketing environment which the company locates at present is extremely stern, the company internal cost climbs repeatedly, the outside competes the company in abundance to promote the upscale instant noodles which is similar with the company product, tries hard to divide cup of thick soup in the upscale surface market, company's market share is further nibbled. The Shenyang Nong Shim Company at present marketing channel has the massive channel conflict problem, displays for between various regions business agent between as well as wholesaler's horizontal channel conflict; Between factory and business agent, between business agent and wholesaler's vertical channel conflict. Cross area between various regions flees the goods question, the channel movement cost rise question, the channel stock question. These all enormous enhancement company's channel operation cost, creates the primary cause which the company manages at present loses money.
In order to get rid of the similar marketing difficult position, current appeared one kind of named the depth marketing channel; the channel idea, under this kind of marketing pattern, the work key deepened customer relations, the marketing value chain which the construction enterprise leads, regards the channel as the marketing core, namely“1p+3p”Pattern. The attention through the marketing personnel's organized endeavor, deepened and the customer relations, by the control marketing key link and the essential region, the attention centralized marketing resources, the core market essential factor coordination and the balance which through the region market, the core dealer, the terminal network and customer consultant and so on four big affects mutually, establishes the market synthesis competitive advantage.
Through the depth marketing channel establishment, may effective the marketing difficult position which gets rid of the present company to locate. At present the company uses the channel pattern is the region agent makes and the office system, because namely uses the office system in positive the condition good area, uses the proxy in the bad some areas to make. These two systems all have weakness under, makes the factory in the region agent to control ability to the channel tube to be very low, the control lacks the initiative and the flexibility to the channel, specially the market price system easy to be restrained the region dealer, once between various regions dealer appears the conflicts of interest, easy to cause the factory market system the paralysis. Under the office system, the long channel has brought the stock rise, the marketing cost and internal tube to the company controls the cost rise, the market management efficiency lowly and so on the shortcomings, the channel lacks the efficiency. Establishes under the depth marketing channel theory instruction“1+N”; the pattern is refers under the factory leadership, in a region market, by“1”;The core dealer adds“N”; a distributor to construct and the management channel network marketing value chain management pattern.“1+N”; the pattern is leads other market essential factor take the channel as the main item (product, price, promotion) carries on the depth marketing, was the multitudinous professions after passed through the price war, the concept war, the technology fought and so on the competition methods, one kind new, using the channel resources displays the overall value chain effectiveness the competition method.“1+N”; the pattern essence is through grafts fully with the conformity channel resources, the display industry division of labor potency, establishes the channel integration the marketing management value chain, covers the market effectively, enhances the channel to carry out the strength, thus enhances the enterprise the competitive power.
May bring the marketing ability through the establishment depth marketing channel to the company the enhancement is“the information strength”; which the depth marketing emphasized,“the promotion strength”;“the retailing strength”;“the sales promotion strength”; and“the service strength”; they are other marketing superiority premise. Enhances the marketing efficiency, speeds up the marketing speed, causes the marketing to penetrate into three, four levels of markets, the realization marketing increment. And can cause the enterprise to construct the management marketing value chain.
At the same time, the depth marketing channel construction needs to follow certain principle, mainly is concentrates the principle, attacks the weak one and the weak link principle, the consolidated fort, strengthens the domain principle, grasps the big customer principle and has not visited the customer for the zero principle. Proposed the Shenyang Agriculture Heart Company depth marketing channel construction flow in this foundation. Namely the goal market choice - market survey - market analysis and the strategy formulation - constructs the region marketing to manage the platform - region market to start, the development and the consolidated - trundle duplication and the promotion. Obeyed this construction flow to propose the construction method. 1.Dealer's again appraisal and chooses 2. region market retailing channel establishment.
After the channel reconstruction establishes the agricultural heart marketing main corporation, is separated from completely with the production, the specialty is responsible for the marketing work, establishes four subsidiary companies under the main corporation, respectively is the Jilin Province subsidiary company, the Liaoning Province subsidiary company, the Heilongjiang subsidiary company, Shenyang Subsidiary company. Sets up each locally administered level office under various subsidiary companies, the radiation perimeter area. Set up the dealer in the provincial capital city and big locally administered level, is responsible for in the respective region the agricultural heart series product promotion and the sale and the post-sale service work. Set up the distributor in each county level city and big locally administered level, divides the region to be responsible for the agricultural heart product retailing, and aims at passes the mesh point to set up special especially passes the group especially.
This article finally believed that, through the establishment depth marketing channel may effective each kind of channel conflict which eliminates Shenyang Agriculture Heart Company to face at present, reduces the channel movement cost, the realization company profit growth, finally gets rid present the marketing difficult position, the realization continues forever the business goal which manages.
引文
1 刘宇伟:《营销渠道理论发展及其重心演变》,载《审计与经济研究》2000 年 9 月第 5 期
1史贤龙 《深度营销 游走在爱与痛的边缘》 《世界营销评论》 2005 年 8 月
1 中国食品产业网:《方便面行业发展及质量分析》
1.【美】菲利普.科特勒 著 梅汝和 周安柱等译 《营销管理》,中国人民大学出版社 2006 年 1 月 第 10 版 108-154
2.程绍珊 李国华 著 《深度营销战法》,北京大学出版社 2007 年 4月第 1 版 56-59
3.贾世晟 著 《渠道---快速辅设营销渠道完全手册》,中国言实出版社2007 年 2 月第 2 版 148-154
4.【韩】W.钱.金【美】勒妮.莫博涅 主编 《蓝海战略》,商务印书馆 2005 年 5 月第 1 版 214-217
5.程绍珊 席加省 编著 《精准营销》,北京大学出版社 2006 年 7 月第 1 版 143-145
6.【美】菲利普.科特勒 著 《水平营销》,中信出版社 2005 年 1 月第 1 版 189-192
7. 郭毅 梅清豪 主编,徐蔚琴 谢国娥 曾自信 编著,《营销渠道管理》, 电子工业出版社,2001 年 9 月第一版 32-35
8.张传忠 主编,雷鸣 副主编,《分销管理》,武汉大学出版社,2000年 1 月第 1 版 24-36
9. John Hulland Marketing Management. China. Machina Press,2000
10. Rosenbloom Bert Marketing Channels: A Management Review[M]. New York: Dryden Press, 1995 36-37
11.Louis W. Stern, Adel I. EI-Ansary, Anne T. Coughlan 著,赵平 寥建军译,《市场营销渠道》,清华大学出版社,2001 年 34-35
1.雷兵 消费品分销渠道模式,《现代商贸工业》 2003 年第 10 期 45-46
2. 徐向东 营销渠道创新 企业发展的新基点,《当代经济》 2001 年第5 期 16-18
3.谢小军 论市场营销管理,《经济师》 2005 年 1 月 147-150
4.吴汉蒿 论国际市场营销的发展方向 《企业活力》 2006 年 6 月 55-56
5.胡立平 赵冰洁 论我国企业的营销创新 《西南民族学院学报》 2001年 03 24-25
6.牛建波 冯兴艳 合作潮流对营销模式的挑战 《决策借鉴》 2001 年02
7.同亚莉 营销渠道的开发策略 《企业管理》 2005 年 3 月 38
8.徐剑明 论跨国公司在华的整合营销渠道策略 《国际贸易问题》 2000年 05
9.经蕴如 市场营销新理念与应对之策 《国际经济合作》 2006 年 7月
10.常文志 宋绍清 提升竞争力营销机制的新选择 《经济论坛》 2001年 23
11.朱建平,从代理商更换失败看渠道的降级管理[J],销售与市场,2004
12.朱秀君,戚译,从博弈论看营销渠道的冲突与合作[J],商业经济与管理,2004 16-18
13.Robert J. Dolan. Business Fundamentals Series,Harvard Business School Case Selection(Reprint),2006 16-18
14.Dietmar Braun, David H Guston Principal-agent theory and research policy,2003 337-346
15.Minakshi Trivedi.Distribution Channels,An Extension of Exclusive Retailership [J].Management Science,2004 32-34
1史贤龙 《深度营销 游走在爱与痛的边缘》 《世界营销评论》 2005 年 8 月
1 中国食品产业网:《方便面行业发展及质量分析》
1.【美】菲利普.科特勒 著 梅汝和 周安柱等译 《营销管理》,中国人民大学出版社 2006 年 1 月 第 10 版 108-154
2.程绍珊 李国华 著 《深度营销战法》,北京大学出版社 2007 年 4月第 1 版 56-59
3.贾世晟 著 《渠道---快速辅设营销渠道完全手册》,中国言实出版社2007 年 2 月第 2 版 148-154
4.【韩】W.钱.金【美】勒妮.莫博涅 主编 《蓝海战略》,商务印书馆 2005 年 5 月第 1 版 214-217
5.程绍珊 席加省 编著 《精准营销》,北京大学出版社 2006 年 7 月第 1 版 143-145
6.【美】菲利普.科特勒 著 《水平营销》,中信出版社 2005 年 1 月第 1 版 189-192
7. 郭毅 梅清豪 主编,徐蔚琴 谢国娥 曾自信 编著,《营销渠道管理》, 电子工业出版社,2001 年 9 月第一版 32-35
8.张传忠 主编,雷鸣 副主编,《分销管理》,武汉大学出版社,2000年 1 月第 1 版 24-36
9. John Hulland Marketing Management. China. Machina Press,2000
10. Rosenbloom Bert Marketing Channels: A Management Review[M]. New York: Dryden Press, 1995 36-37
11.Louis W. Stern, Adel I. EI-Ansary, Anne T. Coughlan 著,赵平 寥建军译,《市场营销渠道》,清华大学出版社,2001 年 34-35
1.雷兵 消费品分销渠道模式,《现代商贸工业》 2003 年第 10 期 45-46
2. 徐向东 营销渠道创新 企业发展的新基点,《当代经济》 2001 年第5 期 16-18
3.谢小军 论市场营销管理,《经济师》 2005 年 1 月 147-150
4.吴汉蒿 论国际市场营销的发展方向 《企业活力》 2006 年 6 月 55-56
5.胡立平 赵冰洁 论我国企业的营销创新 《西南民族学院学报》 2001年 03 24-25
6.牛建波 冯兴艳 合作潮流对营销模式的挑战 《决策借鉴》 2001 年02
7.同亚莉 营销渠道的开发策略 《企业管理》 2005 年 3 月 38
8.徐剑明 论跨国公司在华的整合营销渠道策略 《国际贸易问题》 2000年 05
9.经蕴如 市场营销新理念与应对之策 《国际经济合作》 2006 年 7月
10.常文志 宋绍清 提升竞争力营销机制的新选择 《经济论坛》 2001年 23
11.朱建平,从代理商更换失败看渠道的降级管理[J],销售与市场,2004
12.朱秀君,戚译,从博弈论看营销渠道的冲突与合作[J],商业经济与管理,2004 16-18
13.Robert J. Dolan. Business Fundamentals Series,Harvard Business School Case Selection(Reprint),2006 16-18
14.Dietmar Braun, David H Guston Principal-agent theory and research policy,2003 337-346
15.Minakshi Trivedi.Distribution Channels,An Extension of Exclusive Retailership [J].Management Science,2004 32-34