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华中科技大学硕士学位论文华润雪花啤酒武汉市场营销渠道设计和探究姓名:张先雄申请学位级别:硕士专业:工商管理指导教师:景奉杰20090418I2003300020052300130070087%200422200536IIAbstractOursalesvolumeofbeer,30milliontonperyear,hasbeenthetoponeoftheworldsince2003,soweexpectthatitishardforothercountriestoexceedinrecentyears.However,thereisawidegapofoperatingstatusbetweenoursandsomedevelopedcountries,suchasBelgium,GermanyandJapan,especiallyontheconcentrationratioofbrandandprofitability.Takethestatisticsof2005asanexample,theannualsaleofU.S.is23milliontonwhichismadeonlybyBudweiser,Millerandseveralenterprises.TheannualsaleofBudweiseris13milliontonandMillerabout7million.Thesetwoenterprisesalmostoccupythe87%marketofU.S.ThenetprofitofBudweiserin2004is2.2billionRMB,butourtotalnetprofitislessthan3.6billionRMB.ThisoperatingstatusdiscrepanciesandthegreatpotentialofChinamarketcertainlyleadtotheentranceoftransnationalenterprisesandalsodecideChinabeerenterprisesfacingunprecedentedpressureofcompetition.BasedontheanalysisofMarketingchannelbetweendomesticandforeignbeerindustries.AslongastheoperationofSnowBeerinWuhanMarket,thispaperdiscussestheproblemsanddevelopingstrategiesofSnowBeerinWuhan.TheresultsofthispapersuggestthatthedesignofMarketingchannelshouldsubordinatetothestrategicgoaloffirm.Marketingchannelshouldbeadjustedtokeepadaptivetothedevelopingstageoffirm.AstothestatusquoofSnowBeerinWuhan,thebestMarketingchannelshouldadoptdistributioncoordinatesystem.KeywordsMarketingchannelChannelModelMarketingsystemmodel111.11.1.11200320053000318952%24.4262423204ABSABMILLER[1]1.1.2801290……“”!33SAB;—AB;[2]1.1.350..300%[3]1.21.2.14[4]1231.2.212——551.1[5]1.12123631.2.31123“”7421253[6]3841231.2.419123“”21“”[7]21031.2.5111231.31222.1400050001900——194970002090[8]2.22.2.112.1132.121——/23312.22.215%15%-40%41%-65%65%1412322.32.312341532.42.41//2316442.52.5171////2342.2.21218345[9]2.312345192.42.4.1SABMILLERABAB71.82AB4.5%9%9%20%27%[10]2.4.28001020082005519Discovery“”2005—2.4.31202200650015%303.7200532133.12002“”200080055310“”“”80%“”“”3.2947004808467403000014000B40020KL885%75%800/KL3.2.12215%8%1%0.7%0.3%3.2.213-13-151582800215049506344340024005800313212001200240024301100100021003834190013003200444521001800390040281400170031006044210017003800351315160001325029250220082.5/25001*1262509.3233.319971001998——2000600—10002001——20036502004——20062007300243.412342544.14.1.1412344.1.212342654.24.2.1(4.1)4.14.2.212723454.2.312344.2.412342854.34.24.24.3.11234.44.4.12911234521233124123456514.4.23012345674.4.31234567894.4.4316040160%150100504080801002301004001-103001-1075753208585240%1703210050%40%80802300605100108808031234.4.5123804205906334.4.611AB16:002342345623235129°10°4.54.5.11234.5.23612344.5.31234.5.412344.6160%95%23453755.15.1.1“”[11]5.1.2385.1.31----2345.21234395.385%123“”41-4565.45.4.1405.15.11202/12403/125.4.215.25.2720903002830000.41123425.35.312341234542——43[1].[J].,2007(1):35[2].2007[J].MARKET/,2007(6):60[3][4]·.[M].11.:,2002[5].[M].:,1999:527[6],.A[M].:,2004.4:91-93[7]()..[M]..,2004:215-219[8]/.[R].,46[9],.[M].1.:,2005.5[10],[11].[J].,2002(2):33-35[12].[J].,2007(13):21[13].[J].,2008(2):23-24[14].[J].,2002(6):19-21[15].[J].,2008(4):56[16].=23680[17].[18],.[J].,2007(3):46-47[19].[J].,2007(1):26-2744[20].[J].,2003(8):32-33[21].[M].:,2003[22].[M].:,2005[23].[M].:,2000[24].[J].,2006(21):12-13[25].[J].,2007(13):18[26].[J].,2004(5):14-16[27].[J].,2006(4):64-65[28].[J].,2006(6):28-29[29].[M].:,2004[30].[J].,2001(10):42-43[31],.[J].,2003(22):33-34[32].[J].,2004(1):12-13[33].[J].,2007(3):41-43[34].[J].,2005(23):16-17[35]PeltonL.,DuttonD.,LumpkinJ.Marketing.Channel[M].Chicago:RichardW.Irwin,1997[36]PayneA.Relationship.Marketing:A.Broadened.ViewofMarketing.AdvancesinRelationshipMarketing[M].London:KoganPageLtd,1995[37]DasT.K.,TengB.S.Aresouse-basedtheoryofstrateqicalliance.JournalofManagement,2000,26(1):31-61[38]Aaker,DavidA.MeasringBrandEquityAcrossProuductsProuductsandMarkets[J].CaliforniaManagementReview,1996,38(3):25[39]DouglasW.Labahn,KatrinR.Harich.SensitivitytoNationalBusinessCulture:EffectsonU.S.-MexicanChannelRelationalMarketing,December1997,5:29-51[40]P.Hersey,K.H.Blanchard.ManagementlfOrqanizationalBehavior;UtilizingHumanResources.PrenticeHa11,1999:3-54[41]Morgan,Robert,M.Hunt,ShelbyD.TheCommitement-TrustTheoryof45RelationshipMarketing.JournalofMarketing,1994[42]BrianLeavy.Organizationandcompetitiveness-towardsanewperspective.JournalofGeneralManagement,1999(3):23-26[43]Heide,JanB.InterorganizationalGovernaceinMarketingChannels.JournalofMarketing,1994,58(1):71-85[44]Aaker,DavidA.MeasuringBrandEquityAcorssProductsandMardets[J].CaliforniaManagementReview,1996,38(3):46-48[45]DasT.K.,TengB.S.Aresourse-basedtheoryofstrategicalliance.JournalofManagement,2000,26(1):31-61[46]AllanJ.Magrath,KennethQ.Hardy.AStrategicParadigmforpredictingManufactingManufacturer-ResellerConflict.EuropeanJournalofMarketing,1989,23(2):94-108[47]Aziz,Emanuel,Lawom.Bankpredicition:aninv
本文标题:雪花啤酒武汉市场营销渠道设计和探究
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