浅谈白酒营销渠道管理
引言：
“得渠道者得天下”是快速消费品渠道管理的重要性的真实写照，渠道的冲突是利益之争，都
是为了维持市场份额，保持竞争优势，争夺渠道控制权的结果。快速消费品的渠道管理者应该深入研究，
多方平衡，提高渠道的运转效率，促进产品的销售。
[摘要]
当今社会
,商品高度同质化,
要想在激烈的竞争中获得利润的最大化
,就必须要做
到精打细算
,而对营销渠道的合理管理,就会在很大程度上为白酒企业减少运作成本,从而使白酒企业获得更
道运作的常态，是快速消费品销售经常面对的问题。白酒企业往往对渠道冲突重视不够，缺乏相应的渠道
冲突协调机制，导致渠道成员之间的矛盾发生，对冲突的成因、基本类型及活动特点认真地研究和分析，
降低渠道冲突的损失。本文从市场营销渠道管理的作用、具体内容、设计、渠道管理中存在的问题及解决途径
等几个方面
,对白酒企业市场营销渠道管理作简单论述。
[Abstract]
today's society, a high degree of homogeneity of goods, companies succeed i
n the fierce competition to maximize profits, it must be done carefully, but on the rational management of
marketing channels, will to a large extent for the enterprise reduce operating costs, enabling enterprises
to gain greater profit margins. Distribution choices and decisions are made by corporate marketing depa
rtments is one of the most critical decision-making, distribution channels, channel conflict is a normal op
eration, is fast moving consumer goods sales are often faced with the problem. Business channel conflic
t often paid insufficient attention to the lack of appropriate coordination mechanisms channel conflict, lea
ding to the contradiction between the occurrence of channel members,
The causes of the conflict, the basic types and characteristics of serious research activities and an
alysis, reducing the loss of channel conflict. In this paper, the role of marketing channel management, th
e specific content, design, channel management problems and solutions and other aspects of corporate
marketing, channel management briefly discussed.
[关键词]
快消品
白酒营销 渠道管理
[Key words]
FMCG Liquor Marketing Channel Management
当白酒企业高举着产品战、价格战、概念战、品牌战等大旗杀得人仰马翻之时
,一直暗藏在水面下的渠
道竞争也正在如火如荼地进行。也就有了
“得渠道者得天下”“渠道是白酒企业的命脉”的说法。
市场营销渠道的决策是一个复杂的过程。市场营销渠道决策的正确与否
,是白酒企业能否实现市场营
销目的的关键。产品从生产到消费者手中
,是通过一定的渠道实现的。白酒企业只有在适当的时间,适当的地
点
,按适当的数量和价格把产品交付给消费者,才能实现所有权的转移,达到市场营销的目的,从而实现白酒企
业目标。