【作者】 刘志广；

【导师】 李弘；

【作者基本信息】 大连理工大学 ， 工商管理， 2009， 硕士

【摘要】 近些年,国内饮料企业正经历着行业最为艰苦的成长洗牌,无论是拥兵自重的跨国大企业,还是人单力薄的国内小公司,营销资源都是有限的。特别对宏宝莱这样的民营小企业而言,研究如何利用有限资源,贴近渠道、贴近消费者,充分利用零售团队管理的优势,实施有效的市场覆盖,是十分必要的。本文为以宏宝莱为案例进行研究,结合其零售业务环节的实际情况,研究该企业在竞争对手强大的市场竞争环境下,在零售队伍人员配置有限、车辆的运力匮乏的情况下,通过整合有限的人力、物力和财力,调整人员在市场中的客户拜访模式,来实现利用较少的资源,运作大市场,与竞争对手相抗衡。采取大城市直营零售市场的化整为零的模块式市场分割模式,而对于人员则是逆向的化零为整的团队并肩作战的聚合模式,充分利用零售团队管理优势,对资源进行时间聚焦,地域的聚焦,市场步步为营,逐级推进。在激烈的竞争中,大幅度的业务模式调整,风险之大更是难以比拟的,因为此模式运作过程中,市场精细化程度几乎达到无人敢于探津的地带。在实际应用中,调整后的客户拜访模式辅以人员管理、执行力提升管理,基本可以实现以少胜多、以弱胜强,扭转面对国际级竞争对手的人海战术下屡败屡战的被动局面,表象上是一种灵活的资源整合并聚焦的战术动作,实际上是对竞争对手予以侧翼回应的战略反击。更多还原

【Abstract】 In recent years, the domestic beverage manufacturers are experiencing the most difficult period in the industry. Marketing resources are limited, regardless of strong multinational enterprises or small company. Under conditions of limited resources, it is very necessary to use the advantages of the retail team management for Hongbao Lay, market coverage effective, close to the channel, near to the consumers.In this article, Hongbao Lay was studied as an example by combining with its retail business for the actual situation of enterprises. In the strong competition market environment, the limited retail team staffing and the shortage of vehicle capacity, enterprises achieve the use of fewer resources, the operation of big market to compete with others by integrating the limited human, material and financial resources, adjusting the market model of customer visit. Taking modular decentralized market segmentation model of direct retail market in big cities and a reverse of zero for the whole team side by side aggregation model for officers, enterprises make full use of the retail team management advantages, focuse on the resources of time and district to advance step by step and progressively in the market.In the fierce competition, it is risk to adjust substantial business model. The market has almost reached the degree of precision that no one dares to explore. In practice, the adjusted market coverage model, combined with the management staff and enhancing execution, generally achieves victory and overcomes the strong. The face of abundant human resources of competitors, it is a means of turning defeat into victory. It is a flexible tactical action of resource focused. In fact, it is a competitor’s strategic strike back in the side.更多还原