吴晓东：宝洁公司的营销渠道研究.doc

东北农业大学学士学位论文 学号：056宝洁公司的营销渠道研究 The marketing channel research of P G 学生姓名：吴晓东 指导老师：侯彦国 所在院系：网络教育学院 所学专业：工商管理 研究方向：保洁公司的营销渠道研究 东 北 农 业 大 学 中国·哈尔滨 2012年 3 月摘 要 随着世界经济一体化的发展，国际化的竞争越来越激烈，企业也面临着急剧变化的外部环境。营销渠道成为企业日益关注和竞争的焦点，掌握并管理好渠道已经成为企业在市场上致胜的关键因素。尤其是加入世界贸易组织后的中国市场，作为世界市场的一个新的组成部分，成为全球各大企业的必争之地，营销渠道日趋受到企业关注，渠道间的竞争也日益激烈。面对激烈的市场竞争，如何建立营销渠道的快速反应机制、如何实现传统的以产品为中心的营销渠道向以顾客为中心的营销网络过渡以及营销渠道成员如何实现薄利的合理分配等，都是企业营销渠道不得不直接面对的问题。 快速消费品是我们日常生活中熟悉和接触频繁的产品。作为全球最大的快速消费品公司———宝洁公司,其渠道管理经过控制分销商数量,加强培训激励工作;与大客户直接建立联系,成立战略联盟;采取多种措施齐头并进有效解决垂直及水平渠道冲突等措施,最终形成了适合中国市场发展的基于大客户的管理型渠道关系管理模式。 关键词：营销渠道管理 渠道冲突 渠道效率 渠道创新 宝洁公司 Abstract Along with the development of the world economic integration process，the competitions at the i11ternational level is getting increasingly intense．With such anextenal environment with drastic changes，the marketing channel has become the main focus to which enterprise always pay special attention and obtaining and managing a good marketing channel will definitely be a key fact enabling an enterprise to stand better in competitions with its counterparts． Especially after joining the world trade organization, and as the Chinese market in the world market, and become part of a new global each big enterprises marketing channels, which are increasingly concerned, channel between the enterprise and increasingly fierce competition. Facing the fierce market competition, how to establish the marketing channels of fast reaction mechanism, and how to realize the traditional product as the center of marketing channel to regard customer as the center of transition and marketing network marketing channel members to realize the reasonable distribution of dissolved, is the enterprise marketing channels to directly facing the problem. Fast consuming products are our daily familiarity and are frequently dealtwith. As the biggest fast consuming product company in the world, P G conducts channel management by controlling branch deale