静宁县cj果品公司营销渠道战略分析

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1、万方数据西南交通大学硕士研究生学位论文第J

2、页最后，文章从营销渠道的冲突管理、渠道绩效评价、渠道激励管理以及渠道战略联盟管理这四个方面展开论述，对CJ公司如何进行营销渠道的管理与控制提出了建议。关键词：渠道战略；SWOT分析；双道策略；路径依赖；大流通万方数据西南交通大学硕士研究生学位论文第1II页AbstractChinaisoneoftheworld’Sbiggestcountriesinproducingapples．Thecountry’Sappleshavestrongconsumption

3、demand，andtheapples’plantingareasandyieldsareinthefirstplaceoftheworldalltheyearround．Asthenation’Stwolargestadvantagedappleproductionareas，theBohaibayandtheloessplateauhavemanyfruitpurchaseandsale，storage，andprocessingenterprises．Theseenterprisesorrely

4、ontheadvantagesofapplebrand，orcostadvantage，orchanneladvantage，tryingtograbmarketsharesbothathomeandabroadJingningcountyinGansuprovinceasoneoftheadvantagedgowingareainloessplateau，theappleshaveincreasingproduction，excellentquality,andexpandingexportscal

5、es，SOthatthefruitcompanies’purchasecostsbecominghigherandhigherrelativetoafewyearsagoAsaresult，manycompaniesbegantoexpandsalesnetwork，reintegrateanddistributedomesticandforeignsaleschannels，makethechannelstrategyastheircorecompetitiveness．CJcompanyasolq

6、eoftheleadingfruitenterprisesinJingningcounty，afteryearsofgreatdevelopment，graduallyformedfourchannelmode，namely”company十wholesalemerchants+farmersmarket／supermarket”mode，”specializedbrandimagestore”mode，foreignmarketchannelsandonlinemarketingchannels．B

7、utthesechannelsstillhavemanydeficiencies，suchashightransactioncosts，lowtransactionefficiency；Somechannelshavesmallscales，immaturedevelopment，andloworganizationlevel；Thecompany’Ssalesterminalsaremainlythefarmer‘Smarkets，manylargesupermarketsandprofession

8、alapplechainstoresaccountforasmallersalesshare；Especiallythe”pathdependence”probleminmarketingchannelisveryserious，asaresultmakingtheotherchannels’developmentunbalancedanduncoordinated，evenhavingsomenewsmallonlinefruitstoresoccupythemarketshares．Therefo

9、re，inordertoenhanceitscompetitivenessinthedomesticfruitenterprise，thearticlefirstanalyzedtheCJcompany’Smacromarketingchannelenvironment，andthencombinedwiththeproblemsexistedinthefourchannelmodes，throughcomparativeanalysis，introdu