摘 要
杭州娃哈哈集团有限公司作为中国最大食品饮料生产企业之一，经过多年高速的发展，企业的生产规模不断扩大，品牌不断提升。在娃哈哈公司发展过程中，渠道的推广一直以来都是娃哈哈公司的营销利器，“联销体”模式也广为业界和学界传颂和研究，但营销是一个动态的过程，在公司的发展过程中也将不断的对营销渠道进行优化设计，也会在不同时期面对新的营销网络问题，从“联销体”到二级通路，再到二套网络都在体现着对网络的不断优化尝试。尤其是，近年来随着营销竞争的加剧，市场环境的变化，使原有的营销网络在竞争当中优势不断弱化，甚至成为企业进一步发展的瓶颈，明显感觉到现有的营销网络难以继续承载企业的销售目标和战略规划，必须要对当下的营销网络进行一次有效的优化，希望通过系统的研究和优化，能够解决营销网络的销售承载问题，并能与企业的发展战略匹配，同时解决好经销商的利润保障问题，如何能够增加企业的终端掌控能力问题，如何在新的互联网发展阶段打造出新的营销网络，并使之重获营销网络的竞争优势。
通过研究表明，（1）经销商的获利水平得不到保障，（2）对现有二级批商渠道的管控能力大幅降低，（3）K/A 渠道的传统弱势，（4）终端市场的掌控能力有所下降，（5）终端管理成本提高等，是娃哈哈公司目前营销网络缺乏竞争力的主要因素，分析其原因主要是因为，营销渠道管理架构和管理方法升级滞后，人员的管理方法与渠道的运作模式匹配程度低，经销商的结构性变化。据此提出了，要因地制宜的开展网络优化，在满足经销商利润同时，对营销网络的长度、深度和广度进行重新组合，针对不同类型的市场环境，进行不同的优化，地市级市场要缩短通路增加渠道广度和宽度，针对县份及乡镇市场要长短结合，增加客户的宽度和广度，以解决目前遇到的困境，并要充分利用好目前的电子商务渠道，打造新的互联网营销网络模式。
本文通过对杭州娃哈哈集团有限公司的发展历程研究，对渠道的变革过程中的经验教训和得失进行分析，并根据目前所面临的问题分析，以及未来快消品渠道的发展趋势，对其进行营销渠道规模结构优化设计，希望能通过这些研究能帮助杭州娃哈哈集团有限公司，提供一条能解决目前所面临的一些营销网络问题的参考方案，促使其能健康的持续发展，探索一些新的网络管理架构和管理模式。
关键词：娃哈哈，营销渠道，优化设计
Abstract?Hangzhou Wahaha Group Co., Ltd. As one of China's largest food and beveragemanufacturers, after years of rapid development, expanding production scale, thebrand has been increasing. Wahaha companies in the development process, promotionchannels Wahaha has always been the company's marketing tool, “aggregators body”mode is also widely eulogized industry and academia and research, but marketing is adynamic process, in the company's development process will continue to optimize thedesign of marketing channels, at different times will face a new marketing networkissues, from “aggregators body” to the secondary path, to embody the two sets ofnetworks are trying to continue to optimize the network . In particular, in recent years,with the marketing competition, changes in market conditions, so that the originalmarketing network in weakening the competitive advantage of them, and evenbecome a bottleneck for further development of enterprises, obviously felt it difficultto continue the existing marketing network carrying business sales goals and strategicplanning must be to present an effective marketing network optimization, hopethrough research and optimization of the system, to solve the problem bearer salesmarketing network, and can match with the strategic development of enterprises,while addressing a good distribution the profits of security issues, how can weincrease their ability to control terminal problem, how to create a new marketingnetwork in the new stage of Internet development, competitive advantage and make itregained marketing network.
Through studies show that （1） the dealer's profit levels are not guaranteed, （2） twobatches of existing commercial channels significantly reduced ability to control, thetraditional weak （3） K / A channels, （4） terminal ability to control the market decline,（5） terminal management costs, is a major factor Wahaha marketing networkcurrently uncompetitive, analyze the main reason is because the marketing channelmanagement structure and management methods to upgrade lag, managers mode ofoperation methods and channels of low degree of matching, structural changes ofdealers. Accordingly made to local conditions to carry out network optimization, tomeet the dealer profit Meanwhile, the length, depth and breadth of marketing networkregrouping for different types of market environments, different optimizationmunicipal market should be shortened pathway to increase the breadth and width ofthe channel to the length of combination for the county and township market,increasing the width and breadth of the customer to resolve the current difficultiesencountered, and to make full use of the current e-commerce channels, to create anew Internet marketing network mode.
Through the course of development of Hangzhou Wahaha Group Co., Ltd., theprocess of change in the channel lessons and analyze the pros and cons, andaccording to the analysis of problems currently facing, as well as future trends FMCGchannels, its channel optimized design and we hope that these studies will helpHangzhou Wahaha Group Co., Ltd., provides a marketing network to solve some ofthe problems currently facing the reference scenario, it can promote sustained andhealthy development, and explore some of the new network management architectureand management model .
Keywords:Wahaha Marketing Network Optimized design
目 录
摘 要
ABSTRACT
第 1 章 绪论
1.1 研究背景
1.2 研究意义
1.3 研究方法与内容
第 2 章 杭州娃哈哈集团有限公司营销渠道发展的现状与问题
2.1 娃哈哈公司营销渠道的历史延革
2.2 娃哈哈公司营销渠道的现状及问题
2.3 娃哈哈公司营销渠道现存问题原因的分析
第 3 章 杭州娃哈哈集团有限公司营销渠道优化设计
3.1 娃哈哈公司营销渠道优化设计目标
3.2 娃哈哈公司营销渠道优化设计的原则与依据
3.3 娃哈哈公司营销渠道优化设计方案
第 4 章 杭州娃哈哈集团有限公司渠道优化设计方案实施的保障
4.1 娃哈哈公司营销渠道优化设计营销策略配合优化措施
4.2 娃哈哈公司营销渠道优化设计组织制度配合优化措施
结 论
参考文献
致 谢
