可口可乐公司中国市场的销渠道研究可口可乐公司中国市场的营销渠道研究.doc

PAGE I 2013届毕业生 毕业论文 题 目: 可口可乐公司中国市场的营销渠道研究 摘 要 营销渠道是促使产品或服务顺利地被使用或消费的一整套相互依存的组织。营销渠道中渠道成员的选择关系到消费者需要的产品是否能及时、准确地转移到消费者手中，继而会影响分销成本和顾客服务。渠道冲突可以分为水平渠道冲突、垂直渠道冲突和渠道系统间冲突。渠道冲突在实际中无法完全避免，但能够在一定程度上得到解决。 自可口可乐公司重返中国大陆市场，到现如今繁荣发展的时代，可口可乐已经融入到了国人的生活中。可口可乐的营销渠道体系庞大，既包括营销渠道，也含有装瓶厂系统。可口可乐（中国）公司市场营销渠道的特点是：较广阔的销售渠道、 客户渠道种类多样、产品铺货要求高、产品生动化要求高。可口可乐公司（中国）营销渠道系统主要问题有：渠道成本管理问题、渠道运作中的利益分配问题、窜货问题、渠道服务团队的人员管理。 因此，经过合理地分析，可通过、加强营销渠道管理的专业化水平、在公司内部安排相关专业管理、对产品外包装的控制、实现产品的分销跟踪系统管理、实现厂商交易的合同化管理、实现调整营销渠道及渠道成员激励机制的动态管理来解决渠道冲突遇到的一系列问题。 关键词：可口可乐 营销渠道 管理 冲突   PAGE II PAGE III Title The research in marketing channels of Coca-Cola in China market Abstract Marketing channels is an entire set of organizations which make products or services favorably used or consumed. In marketing channel, whether the relationship of members’ choices and products that are demanded by consumers could be transferred to them duly and accurately or not then will influence the cost of distribution and the services for customers. Channel conflicts include horizontal channel conflicts、vertical channel conflicts and channel system conflicts. Practically, channel conflicts cannot be totally avoided but, to some extent., they can be solved. Since Coca Cola Co. returned to the mainland marketing of China and has been prosperous by far, Coca Cola has been a part of domestic people’s life. Coca Cola Co. has a big marketing channel system compromises marketing channel and bottler system. Coca Cola Co. (China) marketing system’s characters are as follows: broad market channels、diversities of consumer channels、high demand of distribution channels and automation. Coca Cola Co. (China) marketing system’s major problems are including management of distribution cost、control of product outer packing、interest allocation 、commodities fleeing and human management in channel service team. Thus, after the rational analysis, channel conflicts can be resolved by strengthening the professional level of market