中国快速消费品战略性渠道建设研究

湘潭大学硕士学位论文中国快速消费品战略性渠道建设研究姓名：涂艳红申请学位级别：硕士专业：产业经济学指导教师：任天飞20060501IIIAbstractInthetimesoftheproduct,thepromotion,theadvertisementalltendtobeHomogeneity,theresearchandplanonchannelsstrategyhasbecomethemostimportantfatorsofChinesefastconsumableenterprise’ssurvivalanddevelopment.buttheterminalcomparedtothebeacon-firewhichspellstheninthefrontchannelscompetitionhasassumedtheincreasinglyfiercepotential.Innovatespracticalretailsofthechannels,thenimbleoptimizedmarketterminal,constructingthechannelsbrandwithextremelyconsumerloyaltyandsoon,becometobeanimportantcapitaltocontrolmarketorientationandtheenterpriselifeline.Howtocarryonthechannelsinnovation?Howtoenhancetheconformityefficiencyofchannels?Howtocarryontheorderablebenefitassignment?Howtopromotethemarketingpersonneltocarryoutthestrength?Howtostrengthentheterminalcontrolling?Howtorealizetheterminalstrategythroughtheeffectivetransformation,innovationandthetransformationandsoon.TheseallarethequestionswhichtheChinesefastconsumableenterpriseurgentlyawaitstobesolved.Inthisarticle,theauthorfoundatedincomparingsummaryconcepttotheChinesefastconsumablechannelsconstructionandstoodinthehigthofstrategyhighlytoanalysismarketingstrategywhichtothepossiblyappearingquestionsindifferentstagecharacteristicoffastconsumable,thenhascarriedonthestandardofit.Theauthorthoughtthefastconsumableenterpriseshouldfirstlylocateinmakingcontinuessuperioritybrandforalongtime,focuseonlong-termbenefitsrealizationandbrandimagemakingoftheenterprise.Thearticlebrokethetheviewpointfromshort-termangleinthefastconsumablechannelsconstruction.Authorregardedfastconsumablechannelsconstructionasadynamicmanagementprocessattheverybeginningandgavedynamicresearch&solutiontotheproblemsthatpossiblyappearinvariousstages.ontheresearchofchannelspolicymaking,theauthormainlyintroducedthechannelspricepolicy,promotionpolicyandthebrandpolicyindetailsfromthemicroscopicmarketangleandcarriesoutthepreliminarystandard.ThisisadvantageousinhelpingtheChinesefastconsumableenterpriseassureoverallsituationonthemulti-dimensionalsystemfromlongtermtodevelopandtomanagetheenterprisecontinuely.KeywordsFastConsumable,channels,channelsconstruction,strategy,competitionadvantages1120902“”“”2“”“”(LouisW.Stern)().G..R:(Rosenbloom)PKotler:“”312341.11.1.1EdwardW·CundiffRichardR·Still.PhilipKotlerAMA,1960LouisW.StermandAdelI.EI-Ansary1.1MBA..1998:297-299.LouisW.StermandAdelI.EI-Ansary,MarketingChannels,5thed.UperSaddeleRiver,NJ:PrenticeHall,1996,PP.12-18.51.1E.RaymondCorey,IndustriialMarketing:CasesandConcepts,4thed.UperSaddeleRiver,NJ:PrenticeHall,1991,PP.462-468.61.1.2KennethAndrews1965FormoreonrelationshipmarketingandthegovernanceofmarketingchannelsseeJanB.Heide“InterorganizationalGovernanceinMarketingChannels.”JournalofMarketingJanuary1994pp.71-85.Roberta.DuffyandJulieMurphree,“ThePowerofPurchingandSupplyChainManagement.”Fortune,Oct.26,1998,pp.52...2005:P27.71.21.2SWOT//8SWOTD.J.TeeceG.PisanoA.Shuen199791.1.3..20051037-39.101.31.3LouisP.BucklinLouisP.Bucklin,CompetitionandEvolutionintheDistributiveTradesUperSaddeleRiver,NJ:PrenticeHall,1972.AlsoseeSternandEI-Ansary,MarketingChannels,PP.366-370.111.41.4121234LaurieJoanAron,“HomeDepotFindsLogisticStrengthinNumbers,”InboundLogistic.Nov.1994,p.29.131.21.2.11142312345+++11.5LeoAspinwall“TheMarketingCharacteristicsofGoods”inFourMarketingTheoriesBoulderUniverisityofColoradoPress,1961PP.27-32.151.52341.2.21SumitK.MajumderandVenkatramRamaswamy,“GoingDirecttoMarket:TheInfluenceofExchangeConditions,”StrategicManagementJournal,June1995,PP.353-372.RajivDant,PatrickKaufmann,andAudeshPaswan,“OwershipRedirectioninFranchisedChannels,”JournalofPublicPolicyandMarketing,spring1992,PP.33-34.16234123174K5671.2.31819202.12.12.1212.1.12.12.12212.22.2//2.2JamesD.HlavacekandTommyJ.McCuistion,“IndustrialDistributors:When,Who,andHow?”HarvardBusinessReview,Mar./Apr.1983,P.97.232.22.221232442.1.2=+2.1.3251234WroeAldersonDynamicMarketingBehaviorHomewoo,I11.:Irwin,1965,P.239.JamesC.AndersonandJamesA.Narus,“AModelofDistributorFirmandManufacturerFirmWorkingPartnership.”JournalofMarketing,Jan,1990,PP.42-58.26123272.22.2.11ErleNorton,“LastoftheU.S.TireMakersRideOutForeignInvasion,”WallStreetJournalFeb.4,1993,P.83.28231AdelI.EL-Ansary,“PerspectivesonChannelSystemPerformance,”inContemporaryIssuesinMarketingChannelsed.RobertF.LuschandPaulH.ZinszerNorman:UniversityofOklahomaPress,1979,P.50.292.32.33021232.2.212313412345322.2.3+12332.42.434122.3352.3.11123236121/2372.3.2381239USPEVP32.3.31=80%402341..,2005,3P42.41212123424GRM5433.13.1443.13.1.13.23.2..,2003P68.453.1.213.3..,2005,3P71.463.33.13.11008706252575420801515//475101530POP2483//3.2..,2003P17.493.2.1503.2.2/513.33.3.152..2003:P58.531234543.3.2123“”15521256123412357[1].[M].200122-51.[2].[M].2003112-122.[3].[M].2001255-260.[4].[M].2003403-487.[5].[M].2003166-219.[6].[M].2003235-259.[7].[M].200220-28.[8].21CEO[M].1999168-170.[9].[M].2000591-609.[10]P.[M].19977423-428.[11].MBA[M].117-139.[12].[M].1998112-116.[13].[N].2001-7-108.[14]MBA.[M].297-328.[15].[M].200517-58.[16].[M].200368-90.