【作者】 刘媛；

【导师】 任俊生；

【作者基本信息】 吉林大学 ， 工商管理， 2011， 硕士

【摘要】 促销是在营销组合4P中四大要素之一,是企业营销策略的重要组成部分,也是企业参与竞争、贯彻各项战略意图的利器之一。对终端渠道促销的探索和研究可以促进企业发展,并赢得市场,同时争取更多竞争力。通过对多种多样的终端渠道促销形式的研究,得出在不同渠道进行不同形式的渠道促销,进而得到新的促销形式及改进机会。本文通过对长春百事公司的了解,以及结合翻阅长春百事大量的以往市场资料和文件,根据快速消费品特点,尤其是饮料行业特点,分析消费者及消费者行为和心理,对长春百事现有终端促销形式进行一系列介绍和分析。长春百事拥有百事可乐、七喜、美年达、纯果乐等诸多品牌;长春百事的渠道分为超市渠道、传统渠道和即饮渠道。在终端促销上,长春百事是结合品牌和渠道同步进行的。1996年—2003年围绕百事和美年达品牌开展渠道终端促销,2003年—2010年主要围绕七喜“喜上添喜”开展渠道终端促销,到2010年开始,重点向非碳酸饮料转移的渠道终端促销转移。通过历史和商业市场的印证,这些长春百事的品牌终端促销大方向的正确和成功是毋庸置疑的。但是在实践的过程中,渠道内终端促销方式却还存在缺陷不足。本文试图找出长春百事的渠道终端促销策略的不足,并有针对性地找到解决问题的思路与办法,提出终端促销策略的优化设计。笔者通过实践经验、广泛的市场调研和查阅文献,针对长春百事这个独特的企业制定出如下的终端促销的优化设计:对超市渠道终端促销策略进行设计,包括对新产品的免费试饮策略设计;产品形象陈列及显现武装;路演促销;价值感强的赠品/产品捆绑策略;特价促销限时限量;对传统渠道终端促销策略设计,包括订货会的形式和设计;抓住关键销售时机的大集热卖;乡镇村屯电影下乡活动;村屯入店寻找转向入户寻找;对即饮渠道终端促销策略设计,包括教育渠道赞助;教育集标换奖;网吧及餐饮的神秘人寻找;加大代金面额的代金券促销;餐饮店透明化抽奖促销;和针对全渠道促销策略设计,包括高中奖率低价值礼品向高价值奖品低中奖率的转移的盖内有奖促销;竞技活动促销;网上促销活动;联合促销,实现双赢的促销设计。最后一章,详细阐述了长春百事渠道终端促销策略的实施保障。加强公司营销机构之间的横向沟通与协作;抓好营销团队的培训以及奖惩机制执行;强化销售人员的绩效考核;加强促销执行的促销员队伍管理;加强与促销客户的沟通与协调。只有完整的经历这样一个过程,一个好的营销策略才能取得预期的效果,才能充分发挥规划、预算和考核的导向作用,并能保障渠道终端促销的有效实施。本论文基于市场营销视角,为长春百事公司提供了渠道终端促销的优化设计,并从实践的角度论证了这些渠道终端促销策略设想的可操作性,并配合各项保障措施,确保渠道终端促销策略的顺利执行。更多还原

【Abstract】 Promotion is one of the elements in 4Ps, and it is also an important part of marketing strategy of the companies. It looks like a weapon to help the company to compete with others and implement the strategic intention. The research on different types of promotions in different channels can help company to win more market and self- development. Through the research of variety types of channel promotions, then we can implement different types of promotions in different channels and get new type of promotion or opportunities for improvement.The essay took Changchun Pepsi-Cola as example, also combined with a lot of documents and information of the company, according to the characteristics of Fast Moving Consumer Goods especially the characteristics of the beverage industry, to analyze the consumers and consumers’behavior and finally made a series presentations and analysis on existing types of channel promotions of Changchun Pepsi-Cola.Changchun Pepsi-Cola have many brands, including Pepsi, Mirinda and Tropicana, and sale channel including modern trade, traditional trade and on premise trade. The promotion of Changchun Pepsi-Cola is a combination of brand and channel. From 1996 to 2003, it develops its promotion base on the brand Pepsi and Mirinda. Form 2003 to 2010, it develops its promotion base on the 7up, and from the beginning of 2010, the focus shift to non-carbonated beverage sales. Through the testify of the history and the market, the direction if the brand channel promotions is correct and success, but it still has flaws of the types of the channel promotions by practice.The essay attempts to identify the flaws in the channel promotions of Changchun Pepsi- Cola, and find out the ways to solve the problems and then propose the better design of the promotion strategy. The author through practical experience, extensive market research and literature reading, according to Changchun Pepsi-cola, made a series better design of channel promotions, including strategies in modern trade, such as sampling, POA&POP, road show, strong value binding, and discount, and strategies in traditional trade, such as ordering meeting, rural marketing sale, and movie playing in the rural market, and strategies in on premise channel, such as school events sponsorship, label collecting, mysterious man finding in net bars and restaurants, increase the face value of vouchers, and transparent lottery in eatery channel, and strategies in all channels, including cap prize, sports activities promotion, net promotion, and joint promotions to achieve mutual benefit.In the final chapter, it introduces the protecting strategies of channel promotions in Changchun Pepsi- Cola. It can be conclude to five points, which is to strengthen the communication and collaboration inside the company, to made training and incentive mechanisms in the market team, to make KPI for sales, to strengthen the management of promoters, and strengthen the communication and coordination with the customers. Only through such a process, a good market strategy can achieve its desired results, and fully play its guiding function of planning, budgeting and evaluation, and finally guarantee the effective implementation of channel promotions.The essay based on the marketing, to provide a better design of channel promotion for Changchun Pepsi-Cola, and also made the demonstration of the operability of these channel promotions by practice, with protecting measures to ensure the smooth implementation of channel promotion strategies.更多还原