毕业论文-农夫山泉窜货问题研究

西南科技大学本科生毕业论文I农夫山泉串货问题原因及对策摘要：随着全球经济一体化的的逐步推进，作为经营实体的生产企业面临更加激烈的竞争，而销售渠道作为实现企业产品与消费者需求交换的通路，同样成为了企业保持核心竞争力的重要战场。因此，在解决渠道冲突中的串货问题也成为了频繁可见的课题。本文主要运用了市场营销学当中分销渠道管理的相关知识内容，从农夫山泉渠道串货的相关问题为切入点，发现其主要在产生恶性串货的同一市场、不同市场及交叉市场所存在的问题，总结出在价格、产品、分销和促销方面各自的原因，基于农夫山泉的现状和存在的问题分析，得出在价格、产品、分销和促销方面的对策，为其他国内的饮料类产品厂家的渠道串货问题解决提供参考，并为农夫山泉的自身发展提供持久的动力。关键词：农夫山泉；渠道管理；串货西南科技大学本科生毕业论文IITheNongFuSpringFleeingGoodsProblemCauseandtheCountermeasureResearchAbstract：Graduallyalongwiththeglobaleconomicintegration,asabusinessentitymanufacturingenterprisesfacemoreintensecompetition,astoreachthecompanysaleschannelofanexchangeofproductsandconsumerdemandpathway,alsobecometheenterprisetokeepthecorecompetitivenessoftheimportantbattlefield.Therefore,todealwiththeproblemofchannelconflictinastringofgoodshasbecomeafrequentvisible.Inthispaper,weusethemarketingdistributionchannelmanagementofrelatedknowledgeofcontent,fromtheNongFuSpringchannellistofgoodsrelatedissuesasthebreakthroughpoint,tofinditsmaininmalignantlistofgoodsthesamemarket,differentmarketandexistingproblemsofcrossmarket,summedupintermsofprice,product,distributionandpromotionoftheirrespectivereasons,basedonanalysisofcurrentsituationandexistingproblemsoftheNongFuSpring,itisconcludedthatintermsofprice,product,distributionandpromotioncountermeasures,forotherdomesticbeverageproductsmanufacturerchannellistofgoodstoprovidethereferencetosolveproblem,andtoprovidelastingpowerTheNongFuSpring'sowndevelopment.Keywords:TheNongFuSpring,Channelmanagement,Fleeinggoods西南科技大学本科生毕业论文III目录一、引言...............................................................................................................................1二、农夫山泉渠道现状分析...............................................................................................1（一）公司的简介.......................................................................................................1（二）农夫山泉的渠道现状.......................................................................................21．饮料类消费品的特点.....................................................................................22．农夫山泉渠道特征.........................................................................................2三、农夫山泉串货问题分析...............................................................................................4（一）串货的类型.......................................................................................................41．按照串货的性质划分.....................................................................................42．按照市场区域划分.........................................................................................5（二）串货的危害.......................................................................................................61．打击经销商对于销售产品的积极性.............................................................62．消费者对企业的产品失去信心.....................................................................73．影响企业的美誉度和忠诚度.........................................................................74．破坏企业的渠道销售网络和价格体系.........................................................75．损失企业的利润.............................................................................................8四、农夫山泉串货问题的原因...........................................................................................8（一）价格方面的原因...............................................................................................8（二）产品方面的原因...............................................................................................91．产品的统一外包装.........................................................................................92．临期品和滞销品的处理.................................................................................93．竞争对手的产品策略.....................................................................................9（三）分销方面的原因.............................................................................................9（四）促销方面的原因.............................................................................................10（五）其他原因.........................................................................................................10西南科技大学本科生毕业论文IV1．销售方面的管理不善...................................................................................102．业务员的职业素养不高...............................................................................11五、解决农夫山泉串货问题的对策.................................................................................11（一）价格方面的应对措施.....................................................................................111．对级差价格体系做好规划...........................................................................112．企业应把握产品价格制定的主动权...........................................................113．对于价格差异的幅度控制在一定的范围内...............................................12（二）产品方面的应对措施.....................................................................................121．利用不同的产品标识将其差异化...............................................................122．制定合理且有效的渠道政策.......................................................................123．及时的应对竞争对手的产品策略................................