宝洁公司分销渠道优化管理策略.pdf

Abstract In 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 using the relevant knowledge learned during the university period. Key words ： Procter gamble， Distribution channels ， Channel conflicts ， Channel management ，Channel optimization 目 录 前 言 1 1 相关概念概述2 1.1 渠道概述 2 1.2 中间商 2 1.3 渠道的设计 2 1.3.1 渠道设计2 1.3.2 渠道设计流程2 1.4 渠道的管理与冲突的化解 3 1.4.1 分销渠道管理3 1.4.2 分销渠道的冲突3 2 宝洁公司消费者分析4 2.1 消费者市场 4 2.1.1 消费者市场特点4 2.1.2 目标消费群体4 2.1.3 消费者购买行为模式4 2.2 影响消费者行为的主要因素 5 2.2.1 社会因素5 2.2.2 个人因素5 2.2.3 心理因素5 2.3 消费者购买决策过程分析 6 3 宝洁公司主要竞争对手分析7 3.1 主要竞争对手——联合利华 7 3.2 联合利华的竞争战略分析 7 3.3 联合利华的优势与劣势 8 3.3.1 联合利华的优势8