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ID:34163761
大小:1.76 MB
页数:46页
时间:2019-03-04
《静宁县cj果品公司营销渠道战略分析》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
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
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