【作者】 王建军；

【导师】 田建春； 陈皓宇；

【作者基本信息】 华侨大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【摘要】 快速消费品行业渗透到国民生活各个领域,在不同市场、不同地域、不同渠道广泛分布,竞争日益激烈。厦门太古可口可乐饮料有限公司整体饮料市场份额占福建非酒精饮料市场31%,处于绝对行业市场领导者地位,市场份额每年都保持着稳定增长,但市场增长主要是通过产品创新驱动实现的,在20年的发展过程中虽不断进行渠道变革和优化,但仍然存在着由于渠道问题而导致的市场份额增长乏力,还需要不断向渠道挖掘增长潜力。本文以厦门太古可口可乐公司作为研究对象,分析了公司渠道管理的现状和问题。存在的主要问题有:(1)可口可乐产品传统渠道占比大且根深蒂固,渠道管理主要聚焦在传统渠道,对于新兴渠道反应比较迟钝;(2)电商渠道冲击着传统渠道,破坏了渠道的价值链,渠道成员忠诚度不断下降,合作意愿降低;(3)渠道费用不断攀升;(4)团队成员流失率高;(5)缺乏对未来渠道发展的整体规划,资源无法有效匹配和提前布局,导致市场份额下降等。通过一手资料研究,为厦门太古可口可乐公司提出了渠道管理创新方案及对策,首先建议重视餐饮渠道的发展;其次大力发展自动贩卖机业务;再次从数据的变化趋势建议企业引用新技术把握B2B、B2C、O2O电商的发展,与其进行深度合作;最后根据便利店的发展变化,建议公司在便利店渠道管理方面发力,从品类优化、线上融合和数据驱动方面去引领和适应便利店渠道的变化需求,加强管理。本研究除了为可口可乐公司渠道管理提出策略建议以外,对同行企业也具有参考价值和启发意义,对从事渠道管理研究的同行也具有借鉴意义。更多还原

【Abstract】 The past years has seen a great penetration of the FMCG industry into all areas of people’s daily life,and the product mix and sales situation varies greatly in different markets,regions and channels due to different consumers and their features.With the overall beverage market share accounting for 31% of the non-alcoholic beverage market in Fujian,Xiamen Swire Coca-Cola Beverage Co,Ltd.has become a complete leading market.The last 20 years has also witnessed a continuous construction transformation and optimization of marketing channels.However,it’s still lack of market share growth due to channel problems,and the company also necessary to continue to tap the growth potential of channels.With these questions,this article has selected Xiamen Swire Coca-Cola as the research object to carry out channel research;The present situation and problems of channel management are analyzed in this artcle.The main channel problem today is that traditional channels account for a large proportion and have deep roots.Channel management mainly focuses on traditional channels,.Whereas the response to emerging channels is relatively slow.E-commerce channels are exerting great impact on traditional channels by destroying the channel price value chains;The channel fees continuing rise;Has a high rate of staff resignation;The challenge that failure to make an overall plan for future channel development,to match and arrange resources effectively in advance leads to a decline in market share.With firsthand data,the author has put forward some supporting measures on the channel management and the innovative solutions and countermeasures for the channel management in Xiamen Swire Coca-Cola.Firstly,top priority should be given to the development of traditional as well as middle and high-end catering industry.Secondly,the vending machine business should be vigorously developed.From the change trend of data,enterprises should be reminded to apply new technologies to track the development of B2B、 B2C、O2O e-commerce model so as to conduct in-depth cooperation.Finally,from the perspective of the development and changes of convenience stores,Xiamen Swire Coca-Cola is advised to concentrate its efforts on the management of convenience store channels,from category optimization,online integration,and data drive to lead and adapt to the changing needs of convenience store channels,and strengthen the management.The research not only provides some suggestions to Coca-Cola Company,but also comes up with main typical problems facing similar companies.Therefore the research in this article also has reference value and enlightening significance for peer companies,and it also has reference significance for research on similar channel problems.更多还原