【作者】 高岩；

【导师】 程巧莲；

【作者基本信息】 哈尔滨工业大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 餐饮渠道作为消费潜力巨大,产品推广及品牌显现的最佳场所,一直是各大快消品企业的必争所在。但对于哈尔滨百事可乐公司来说,餐饮渠道的开发工作历来都是弱环,在哈尔滨市场仅有24.6%的餐饮客户的覆盖率,最主要的原因就是缺乏能有效覆盖餐饮客户、提供满足终端餐饮客户需求的经销商。百事可乐公司以构建渠道营销和通过渠道管理作为主要的覆盖市场的策略,在传统渠道及关键客户的售点覆盖、百事系列产品的分销上取得了辉煌成绩,也正因为如此,对所有终端客户都照搬原渠道构建模式,来直接进行终端客户的覆盖,但这种经销商的服务已经无法满足餐饮渠道终端客户的要求。所以,本文立足于哈尔滨百事可乐的餐饮渠道经销商现状,分析出餐饮渠道经销商开发及管理中存在的问题,针对存在的问题给出了一套完整的餐饮渠道经销商的开发及管理策略,力求能帮助企业能在餐饮渠道的竞争中占据先机。首先,本文分析出百事可乐公司餐饮渠道需要开发经销商的原因,给出目前经销商开发及管理的现状;其次,分析出餐饮渠道经销商开发及管理中存在的问题,得出经销商开发中存在目标不明确、职责不清晰、开发方法欠缺,以及在经销商管理中存在缺乏业绩考核、缺乏激励和维护策略等一系列问题。据此问题,按照渠道架构应遵循终端需求的理论原则,给出餐饮渠道经销商的开发策略及实施方法。最后,通过完整的开发方法选择出适合百事可乐餐饮渠道的经销商,对合作的经销商通过数据化管理方法实行相关的业绩考核设定,设定产品价格和渠道促销的激励政策来增加合作积极性,加强渠道经销商忠诚度的建立及管理渠道冲突来维护合作关系,推动哈尔滨百事可乐公司在餐饮渠道的竞争优势。更多还原

【Abstract】 Catering channels as a great potential for consumption,the best place to reflect the value of product promotion,has been the major FMCG enterprises must contend for.But for Harbin Pepsi Co.,Ltd the development of catering channels has always been a weak link,only 24.6% of catering customers in Harbin market coverage,the most important reason is the lack of effective coverage of catering customers,catering customers to meet the needs of the terminal distributors.Pepsi company to build the channel marketing and through the channel management as the primary coverage of market strategy,in the traditional channel and key customers to sell some cover,Pepsi series products on the distribution of has made brilliant achievements,and because of that,for all end users to copy the original channel building pattern,to cover to end customer directly,However,the service of such distributors has been unable to meet the requirements of terminal customers of catering channels.So,in this paper,based on the Harbin Pepsi catering channel distributor status quo,analysis of the problems existing in the catering channel distributor development and management,is given to solve the problems that exists in a complete set of catering channel distributor development and management strategy,strive to can help enterprises to occupy the advantage in the catering channel competition.First of all,this paper analyzes the reasons for the development of catering channel distributors,and give the current situation of the development and management of distributors;Secondly,it analyzes the problems existing in the development and management of catering channel distributors,and concludes that there are unclear goals,unclear responsibilities,lack of development methods,and a series of problems in the management of distributors,such as the lack of performance assessment,lack of incentives and maintenance strategies.According to this problem,according to the channel structure should follow the theoretical principle of terminal demand,the development strategy and implementation method of catering channel distributors are given.Finally,by the full development method to choose the suitable Pepsi catering channel dealers,distributors of cooperation to build digital management method for performance appraisal,product prices and sales promotion by incentives to increase the working enthusiasm,loyalty through a distributor channel establishment and channel conflict management,to maintain the cooperation relations,promote Harbin Pepsi Co in catering channel of competitive advantage.更多还原