雀巢咖啡营销渠道策略分析.docx

雀巢咖啡营销渠道策略分析

第一篇：雀巢咖啡营销渠道策略分析雀巢咖啡营销渠道策略分析摘要渠道是品牌的根基，做营销对企业自身而言最终得到的是渠道。咖啡行业渠道营销模式不断的变化，雀巢咖啡面对日益加剧的市场竞争状况，在消费者需求的变化和零售终端的变化下，选择合适的渠道，把握机会，准确有效的向顾客群体销售产品，培养忠诚顾客群体，稳固渠道。本文对雀巢咖啡营销渠道现状进行分析，通过收集文献、查阅大量资料，发现雀巢咖啡营销渠道存在的问题，对雀巢咖啡渠道提出改进建议。[关键词]雀巢咖啡营销渠道策略分析ABSTRACTChannelistheFoundationofbrandandmarketingforenterprises,theresultingchannel.Coffeeindustrychannelmarketingconstantlychanges,Nestlecoffeemorecompetitivemarketconditions,changesinconsumerdemandandretailterminalsunderthechanges,selecttheappropriatechannel,andgrasptheopportunity,accurateandefficientsaleofproductstocustomers,cultivateloyalcustomers,stablechannels.ThisarticleonNestlémarketingchannelanalysisof,bycollectingdocuments,alargenumberofinformationandfoundNestlecoffeeproblemsofmarketingchannels,Nescafechannelstoputforwardsuggestionsforimprovements.[KeyWords]Nestlecoffee;Marketingchannels;Policyanalysis;目录一、雀巢咖啡营销渠道现状.......................................................................................1（一）雀巢咖啡简介............................................................................................1（二）雀巢咖啡营销渠道现状分析....................................................................1二、雀巢咖啡营销渠道存在的问题...........................................................................4（一）渠道冲突显著............................................................................................4（二）窜货问题严重............................................................................................5（三）网络营销渠道不健全................................................................................5三、雀巢咖啡营销渠道改进建议...............................................................................6（一）化解渠道冲突............................................................................................6（二）治理窜货....................................................................................................7（三）建立对经销商的管理................................................................................9（四）整合渠道资源，建立复合渠道模式...........................................