宝洁公司分销渠道渠道冲突渠道管理渠道优化分析研究论文VIP专享

本科论文摘 要近年来，随着经济全球化的进程不断加快，国际竞争也愈发激烈，国际环境面临着百年未有之大变局。对各国企业也影响甚大，在产品销售方面尤为明显。究其原因，很大程度上是受分销渠道的影响，由于对分销渠道的选择出现失误引起了不必要的冲突从而导致企业达不到预想的业绩。分销渠道成为各行各业关注的焦点，建好一个好的分销渠道并合理解决冲突是企业获胜的关键一笔。宝洁公司作为世界上最大的日用消费品公司之一，自入驻中国市场以来市场占有率高达 50%以上，对分销渠道采取多种措施逐步优化，最终形成了适合中国市场发展的分销渠道管理模式。本文以宝洁公司为研究对象，运用大学期间学习的有关知识对其分销渠道及优化措施进行分析。关键词：宝洁公司，分销渠道，渠道冲突，渠道管理，渠道优化本科论文AbstractIn recent years，with the accelerating process of economic globalization，the international competition is becoming more and more fierce，and the international environment is facing a great change in a hundred years. It also has a significant impact on companies in various countries，especially in terms of product sales. The reasons are largely influenced by the distribution channel，which causes unnecessary conflicts and leads to the failure of the enterprises to achieve the desired performance. Distribution channel has become the focus of attention of various industries，building a good distribution channel and resolving the conflict reasonably is the key for enterprises to win. P & G，as one of the largest consumer goods companies in the world，has a market share of more than 50% since its entry into the Chinese market，and has adopted various measures to optimize the distribution channels step by step，finally forming a distribution channel management model suitable for the development of the Chinese market. This paper takes P & G Company as the research object，and analyzes its distribution channel and optimization measures by usi...