娃哈哈联销体营销渠道研究.doc

毕业设计（论文） 中文题目： 英文题目：The research of Wahaha interlock body 华东交通大学毕业论文 摘 要 在日益竞争激烈的快速消费品市场上，如何推动产品的迅速、大量销售是每一个企业的首要任务，而快速消费品分销渠道的选择就成了能否解决好企业产品销售问题的战略性选择。 娃哈哈企业从校办工厂发展到如今的全球第三、中国第一饮料霸主，只用了20年时间，这种成就不仅与其堪称一流的人才、技术、设备和管理有关，还与其独特的“联销体”分销模式有着重大关系。 关键字：娃哈哈；联销体分销渠道；经销商 - I - 娃哈哈“联销体”分销模式研究 ABSTRACT In an increasingly competitive fast-moving consumer goods market, how to promote a product of rapid sales is each enterprise priority, And the fast moving consumer goods distribution channel choice will become a good enterprise product sales can solve the problem of strategic choice. Wahaha enterprise from the development of school-run factory to today’s global the third China’s first drink overlord, only 20 years time, This kind of achievement is not only with first-class talents on the technology, equipment, and management, but also to the unique interlock body distribution model has a great relationship. Based on the wahaha, study on its unique interlock body distribution channel mode, The market marketing knowledge analysis the forming process and operation mechanism, And in order to adapt to the new market competition has taken corresponding measures. And on this basis found interlock body existing problems and improvement measures. Key words:Wahaha; Interlock body distribution channel；Dealer II 华东交通大学毕业论文 目 录 引言 ............................................................... 1 1中国快速消费品行业渠道概述 ........................................ 1 1.1快速消费品行业渠道现状 ................................................................................................ 1 1.2中国快速消费品市场主要渠道模式 ................................................................................ 2 2娃哈哈与“联销体”分销模式简介 .................................... 2 2.1娃哈哈企业简介 ................................................................................................................ 2 2.2“联销体”分销模式形成过程 ......................................................................................... 2 2.2.1国营渠道模式 .....