淺談白酒營(yíng)銷渠道管理

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1、淺談白酒營(yíng)銷渠道管理引言：“得渠道者得天下”是快速消費(fèi)品渠道管理的重要性的真實(shí)寫照，渠道的沖突是利益之爭(zhēng)，都是為了維持市場(chǎng)份額，保持競(jìng)爭(zhēng)優(yōu)勢(shì)，爭(zhēng)奪渠道控制權(quán)的結(jié)果?？焖傧M(fèi)品的渠道管理者應(yīng)該深入研究，多方平衡，提高渠道的運(yùn)轉(zhuǎn)效率，促進(jìn)產(chǎn)品的銷售。[摘要]?當(dāng)今社會(huì),商品高度同質(zhì)化,白酒企業(yè)要想在激烈的競(jìng)爭(zhēng)中獲得利潤(rùn)的最大化,就必須要做到精打細(xì)算,而對(duì)營(yíng)銷渠道的合理管理,就會(huì)在很大程度上為白酒企業(yè)減少運(yùn)作成本,從而使白酒企業(yè)獲得更大的利潤(rùn)空間。分銷渠道的選擇和決策是白酒企業(yè)營(yíng)銷部門作出的最關(guān)鍵的決策之一，分銷渠道沖突是渠道運(yùn)作的常態(tài)，是快速消費(fèi)品銷售經(jīng)常面對(duì)的

2、問題。白酒企業(yè)往往對(duì)渠道沖突重視不夠，缺乏相應(yīng)的渠道沖突協(xié)調(diào)機(jī)制，導(dǎo)致渠道成員之間的矛盾發(fā)生，對(duì)沖突的成因、基本類型及活動(dòng)特點(diǎn)認(rèn)真地研究和分析，降低渠道沖突的損失。本文從市場(chǎng)營(yíng)銷渠道管理的作用、具體內(nèi)容、設(shè)計(jì)、渠道管理中存在的問題及解決途徑等幾個(gè)方面,對(duì)白酒企業(yè)市場(chǎng)營(yíng)銷渠道管理作簡(jiǎn)單論述。?[Abstract]?today's?society,?a?high?degree?of?homogeneity?of?goods,?companies?succeed?in?the?fierce?competition?to?maximize?profits,?it?m

3、ust?be?done?carefully,?but?on?the?rational?management?of?marketing?channels,?will?to?a?large?extent?for?the?enterprise?reduce?operating?costs,?enabling?enterprises?to?gain?greater?profit?margins.?Distribution?choices?and?decisions?are?made?by?corporate?marketing?departments?is?one?

4、of?the?most?critical?decision-making,?distribution?channels,?channel?conflict?is?a?normal?operation,?is?fast?moving?consumer?goods?sales?are?often?faced?with?the?problem.?Business?channel?conflict?often?paid?insufficient?attention?to?the?lack?of?appropriate?coordination?mechanisms?

5、channel?conflict,?leading?to?the?contradiction?between?the?occurrence?of?channel?members,The?causes?of?the?conflict,?the?basic?types?and?characteristics?of?serious?research?activities?and?analysis,?reducing?the?loss?of?channel?conflict.?In?this?paper,?the?role?of?marketing?channel?

6、management,?the?specific?content,?design,?channel?management?problems?and?solutions?and?other?aspects?of?corporate?marketing,?channel?management?briefly?discussed.　?[關(guān)鍵詞]???快消品??白酒營(yíng)銷?渠道管理?　[Key?words]??FMCG???Liquor?Marketing??Channel?Management　　?當(dāng)白酒企業(yè)高舉著產(chǎn)品戰(zhàn)、價(jià)格戰(zhàn)、概念戰(zhàn)、品牌戰(zhàn)等大旗殺得人仰馬翻之時(shí)

7、,一直暗藏在水面下的渠道競(jìng)爭(zhēng)也正在如火如荼地進(jìn)行。也就有了“得渠道者得天下”“渠道是白酒企業(yè)的命脈”的說法。?市場(chǎng)營(yíng)銷渠道的決策是一個(gè)復(fù)雜的過程。市場(chǎng)營(yíng)銷渠道決策的正確與否,是白酒企業(yè)能否實(shí)現(xiàn)市場(chǎng)營(yíng)銷目的的關(guān)鍵。產(chǎn)品從生產(chǎn)到消費(fèi)者手中,是通過一定的渠道實(shí)現(xiàn)的。白酒企業(yè)只有在適當(dāng)?shù)臅r(shí)間,適當(dāng)?shù)牡攸c(diǎn),按適當(dāng)?shù)臄?shù)量和價(jià)格把產(chǎn)品交付給消費(fèi)者,才能實(shí)現(xiàn)所有權(quán)的轉(zhuǎn)移,達(dá)到市場(chǎng)營(yíng)銷的目的,從而實(shí)現(xiàn)白酒企業(yè)目標(biāo)。?渠道管理是白酒企業(yè)為實(shí)現(xiàn)公司分銷的目標(biāo)而對(duì)現(xiàn)有渠道進(jìn)行管理,以確保渠道成員間、公司和渠道成員間相互協(xié)調(diào)和通力合作的一切活動(dòng)。渠道沖突是不可避免的,當(dāng)同一品牌的分銷

8、商發(fā)生價(jià)格沖突和竄貨時(shí),渠道管理尤為重要。渠道管理的