益海粮油公司渠道管理研究本科毕业论文.docVIP

J I A N G S U U N I V E R S I T Y 本 科 毕 业 论 文 益海粮油公司渠道管理研究 Channel management research of yihai grain and vegetable oils industrial Ltd 学院名称： 管理学院 专业班级： 营销 学生姓名： 指导教师姓名： 指导教师职称： 2014 年 6 月 益海粮油公司渠道管理研究 摘要 分销渠道管理是市场营销管理的重要组成部分，对于许多企业来说，分销渠道已经成为企业传递顾客价值的基本手段。对于企业来说，只有通过分销渠道才能把企业的产品或服务提供给消费者，实现其价值。而充分发挥分销渠道组织，特别是中间商的作用，是提高企业经济效益的重要手段。通过调查研究，对管理上的漏洞与不足提出具有针对性的建议，促使企业有效的改进渠道管理方法，完善渠道管理。 本文主要研究的是益海粮油公司在渠道管理方面的经验与不足。在研究渠道之前，首先要先了解下粮油行业的基本背景以及益海粮油公司的渠道管理的概况，然后详细了解公司的渠道类型、管理情况及所出现的问题，最后根据其表现出来的问题提出解决方法，制定解决方案。 关键词 分销渠道 渠道设计与管理 渠道组织 中间商 物流管理 Channel management research of yihai grain and vegetable oils industrial Ltd Abstract Distribution channel management is the important part of the marketing management.For many companies, the distribution channels have become the basic means to deliver customer value.Selection, construction, management and innovation, is the one of the major challenges for marketing managers.It cannot be stressed enough to focus on accessing decision-making and management for business success marketing.For businesses, only through distribution channels in order to provide products or services to consumers, and realize it’s value.Distribution channels, organizations into full play, especially the role of middlemen, are important means of increasing enterprises economic benefit.Through research, loopholes and shortcomings in the management of targeted recommendations made, prompting companies to effectively improve channel management. This article is about to Lianyungang yihai grain and oil industries, limited advantages and disadvantages in channel management.Before the research channel, we should first get to know the basic background and the agri-industry in Lianyungang yihai grain and oil industry overview of the companys channel management.Then we should to know the channe