白酒营销渠道模式优化研.pdf

江苏科技大学硕士学位论文白酒营销渠道模式优化研姓名：单丹申请学位级别：硕士专业：企业管理指导教师：吴见平2011-03-14摘要近年来白酒产量屡创新高部分区域市场已出现产品供过于求的状态、产能过剩的局面市场竞争激烈渠道争夺白热化。但是许多白酒生产企业仍沿袭建立在交易基础上的传统白酒营销渠道模式从而导致在市场运作中表现出诸如白酒营销渠道成员组织运行效率低、交易成本高；白酒营销渠道结构僵化、成本高、信息传递不畅；白酒营销渠道成员组织关系准则缺失、关系短期化等病态问题。为了更好地解决上述问题提升白酒生产企业营销渠道模式的运作能力提高白酒行业的整体竞争力本文以营销渠道理论、交易成本理论、关系营销理论作为理论工具运用文献研究和访谈相结合的方法对白酒行业概况、白酒营销渠道发展历程、白酒营销渠道模式现状以及白酒营销渠道模式优化的作用机制进行分析；提出白酒营销渠道模式优化的路径通过对白酒营销渠道模式基本要素（即白酒营销渠道成员组织、白酒营销渠道结构以及白酒营销渠道成员组织关系）的分析与优化对整个白酒营销渠道模式进行了优化。最后通过孔府家酒营销渠道模式的优化印证本文对白酒营销渠道模式优化的观点。关键词白酒；营销渠道模式；优化；路径AbstractAbstractLiquoroutputhasreachedrecordlevelsinrecentyears.Someregionalmarketshaveexperiencedsuchaglutofproductionthatthefundamentalabilitytofulfillmarketchannelshasrenderedtheentireliquorenterprisescramblinginintensecompetition.Howeverwhatismostinterestingtodiscoverhereisthatmanufacturingenterprisesstillusetraditionalmarketingmodels.Thisanachronismleadstodifficultiesintheprocessofmarketingitself.Totakeanexampleoneseesgreatinefficiencyinchannelmembers'organizations.Wecansayperhapsthattheyareinasensere-inventingthewheeloverandagaininthechannelbydoingthesametechniquesforoneparadigmquiteinefficient.Anotherfactorishighcost.Athirdfactorisrigidmarketingstructureswhichsimultaneouslyhavehighcostsfrompreviousmarketingexperienceaswellascloggedinformationchannelswhichdonotprovidetimelyinformationalongtheproductionchaintotheconsumer.Furthermoretherearenostandardsbetweenmarketingchannelmemberswhichleadstoalackofastandardmodelfortheindustryindeedtheenterprise.ImportantlythisisalargelyunexploredareaofknowledgetodateandinthispaperIprovehowtoenhancetheoperatio