SL公司乳品营销渠道创新研究
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摘要
乳业在我国经过几十年的发展特别是近十年的飞速发展,行业的成熟度越来越高,同时各个企业的竞争也越来越厉害,如何在激烈的竞争中取胜是乳品企业首要思考的问题。在产品同质化、价格区分度不大以及促销手段趋同化的条件下,渠道是企业获得竞争优势的一个亮点,并且被许多成功的乳品企业所证实。SL公司是20世纪50年代发展起来的乳品企业,在50年的市场风雨中,SL公司克服种种困难,取得了显著的成果。但最近几年,由于SL公司在渠道建设方面的落后,被其它乳品企业远远的甩在了后面。但SL公司不甘落后,决定创新自己的销售渠道,构建具有本企业特点的渠道优势。本文试图通过研究SL公司渠道的创新过程,为存在相同问题的企业提供借鉴。本文共分为五个章节,第一、第二、第三章介绍了本文研究的背景、国内乳品的市场情况以及构建分销渠道所用到的理论,为后面的分析研究做了铺垫。第四、第五章节是本文的重点,详细的分析了SL公司原来渠道存在的问题以及创新渠道的过程,并总结了渠道创新后的特点,强调了SL公司渠道创新后的优势,对其它企业有一定的参考价值。
The development of dairy Industry in our country has passed through several dozens year rapidly. With the industration maturity is more and more high, the profession competition in different entriprise changes intensely.The dairy enterprise needs to answer the question that how to win in keen competition firstly.Along with product quality and price became more approach, the marketing channel to be more and more important to obtain the competitive advantage of dairy industry, which has been confirmed by many succeed dairy enterprises.SL Corporation established in the 20th century 50's. In the past 50 years, SL Corporation overcame all sorts of difficulties, obtained the remarkable achievement. In recently several years, because the SL Corporation's marketing channel construction falls behind other enterprises, therefore, SL Corporation is in the inferiority in the competition. But SL Corporation is not willing to fall behind, decided to innovate their marketing channel and construct the channel superiority with SL Corporation characteristic.Through to study the innovation process of marketing channel in SL Corporation, the thesis attempts to provide the model of marketing channel innovation for these enterprises that existence the same problem.This thesis is divided into five chapters. It introduced studies background, the dairy market environment in china and marketing channel theory in the first, the second and the third chapter.The key points of this thesis are in the fourth and the fifth chapter.It analysis SL Corporation original channel has existed problem and the innovation process of marketing channel.The thesis summarized the new marketing channel characteristic, emphasized the superiority which been brought by the new channel of SL Corporation, so it has the reference value to the similar enterprise.
The development of dairy Industry in our country has passed through several dozens year rapidly. With the industration maturity is more and more high, the profession competition in different entriprise changes intensely.The dairy enterprise needs to answer the question that how to win in keen competition firstly.Along with product quality and price became more approach, the marketing channel to be more and more important to obtain the competitive advantage of dairy industry, which has been confirmed by many succeed dairy enterprises.SL Corporation established in the 20th century 50's. In the past 50 years, SL Corporation overcame all sorts of difficulties, obtained the remarkable achievement. In recently several years, because the SL Corporation's marketing channel construction falls behind other enterprises, therefore, SL Corporation is in the inferiority in the competition. But SL Corporation is not willing to fall behind, decided to innovate their marketing channel and construct the channel superiority with SL Corporation characteristic.Through to study the innovation process of marketing channel in SL Corporation, the thesis attempts to provide the model of marketing channel innovation for these enterprises that existence the same problem.This thesis is divided into five chapters. It introduced studies background, the dairy market environment in china and marketing channel theory in the first, the second and the third chapter.The key points of this thesis are in the fourth and the fifth chapter.It analysis SL Corporation original channel has existed problem and the innovation process of marketing channel.The thesis summarized the new marketing channel characteristic, emphasized the superiority which been brought by the new channel of SL Corporation, so it has the reference value to the similar enterprise.
引文
[1](美)Philip Kotler,营销管理,北京:中国人民大学出版社,2007
[2]朱玉童,渠道冲突,北京:企业管理出版社,2004
[3]李飞,分销渠道设计与管理,北京:清华大学出版社,2003
[4]卜妙金,分销渠道决策与管理,大连:东北财经大学出版社,2001
[5]江朝辉,营销渠道理论前沿与渠道管理新发展,北京:中央财经大学学报,2003,8
[6]赵志华,浅析乳业现状、潜在发展瓶颈及对策,北京:中国乳品工业,2004,158
[7]陈洁,营销渠道多元整合新模式初探,北京:市场营销导刊,2003,(1).
[8]硕士论文,蒙牛公司分销渠道特点的研究,万方优秀硕博士学位论文库,2006
[9]吕涛,企业营销策划,徐州:中国矿业大学出版社,2005
[10]戴亦一,营销渠道,北京:朝华出版社,2004
[11]劳伦斯·G·弗里德曼,创建销售渠道优势(何剑云译),北京:中国标准出版社,2000
[12]张传忠、雷明,分销管理,武汉:武汉大学出版社,2000
[13]邹树彬,分销渠道管理,广州:广东经济出版社,2000
[14]邹树彬,决胜销售渠道,深圳:海天出版社,2000
[15]吴建武,渠道营销经理手册,北京:企业管理出版社,2001
[16]徐蔚琴,营销渠道管理,北京:电子工业出版社,2001
[17]卜妙金,分销渠道决策与管理,北京:高等教育出版社,2001
[18]伯特·罗森布罗姆,营销渠道管理,北京:机械工业出版社,2003
[19]沈小静,销售费用管理,北京:经济科学出版社,1998
[20]赵一安,赢在终端,北京:中国纺织出版社,2005
[21]屈云波,销售通路管理,北京:企业管理出版社,2003
[22]高立法、马志芳,企业市场营销诊断与治理,北京:中国时代经济出版社,2004
[23]李东红,营销战略,北京:首都经济贸易大学出版社,2002
[24]纪宝成、吕一林,市场营销学教程,北京:中国人民大学出版社,2002
[25]Louis W. Stern ,市场营销渠道(赵平译),北京:清华大学出版社,2001
[26] (美)Anne T.Coughlan,Marketing Channel,北京:清华大学出版社,2001
[27] Louis W .Stern, Adel LEI-Anary, Anne T.Coughlan著,市场营销渠道(赵平、廖建军、孙燕军译),北京:清华大学出版社,2001
[28]Santiago Gonzalez-Hernando , Victor Iglesias Arguelles, Juan A Trespalacios Gutierrez
[29] Exclusivity and relationalism in marketing channels, The Jounral of Business & Industrial Marketing, 2003.Vol.18
[30]R P Dant, P J Kaufmann. Structural and Strategic Dynamics in Franchising [J].Journal of Retailing, 2003,(9).
[31]J. Paul Peter, Jerry C. Olson. Marketing Strategy,Richard D. Irwin, a Times Morrow Higher Education Group, Inc. Company. 1996
[32]Naresh K Malhotra. Marketing Research: an Applied orientation. Prentice Hall, Inc. 2001
[2]朱玉童,渠道冲突,北京:企业管理出版社,2004
[3]李飞,分销渠道设计与管理,北京:清华大学出版社,2003
[4]卜妙金,分销渠道决策与管理,大连:东北财经大学出版社,2001
[5]江朝辉,营销渠道理论前沿与渠道管理新发展,北京:中央财经大学学报,2003,8
[6]赵志华,浅析乳业现状、潜在发展瓶颈及对策,北京:中国乳品工业,2004,158
[7]陈洁,营销渠道多元整合新模式初探,北京:市场营销导刊,2003,(1).
[8]硕士论文,蒙牛公司分销渠道特点的研究,万方优秀硕博士学位论文库,2006
[9]吕涛,企业营销策划,徐州:中国矿业大学出版社,2005
[10]戴亦一,营销渠道,北京:朝华出版社,2004
[11]劳伦斯·G·弗里德曼,创建销售渠道优势(何剑云译),北京:中国标准出版社,2000
[12]张传忠、雷明,分销管理,武汉:武汉大学出版社,2000
[13]邹树彬,分销渠道管理,广州:广东经济出版社,2000
[14]邹树彬,决胜销售渠道,深圳:海天出版社,2000
[15]吴建武,渠道营销经理手册,北京:企业管理出版社,2001
[16]徐蔚琴,营销渠道管理,北京:电子工业出版社,2001
[17]卜妙金,分销渠道决策与管理,北京:高等教育出版社,2001
[18]伯特·罗森布罗姆,营销渠道管理,北京:机械工业出版社,2003
[19]沈小静,销售费用管理,北京:经济科学出版社,1998
[20]赵一安,赢在终端,北京:中国纺织出版社,2005
[21]屈云波,销售通路管理,北京:企业管理出版社,2003
[22]高立法、马志芳,企业市场营销诊断与治理,北京:中国时代经济出版社,2004
[23]李东红,营销战略,北京:首都经济贸易大学出版社,2002
[24]纪宝成、吕一林,市场营销学教程,北京:中国人民大学出版社,2002
[25]Louis W. Stern ,市场营销渠道(赵平译),北京:清华大学出版社,2001
[26] (美)Anne T.Coughlan,Marketing Channel,北京:清华大学出版社,2001
[27] Louis W .Stern, Adel LEI-Anary, Anne T.Coughlan著,市场营销渠道(赵平、廖建军、孙燕军译),北京:清华大学出版社,2001
[28]Santiago Gonzalez-Hernando , Victor Iglesias Arguelles, Juan A Trespalacios Gutierrez
[29] Exclusivity and relationalism in marketing channels, The Jounral of Business & Industrial Marketing, 2003.Vol.18
[30]R P Dant, P J Kaufmann. Structural and Strategic Dynamics in Franchising [J].Journal of Retailing, 2003,(9).
[31]J. Paul Peter, Jerry C. Olson. Marketing Strategy,Richard D. Irwin, a Times Morrow Higher Education Group, Inc. Company. 1996
[32]Naresh K Malhotra. Marketing Research: an Applied orientation. Prentice Hall, Inc. 2001