我国化妆品行业分销渠道研究

华中科技大学硕士学位论文我国化妆品行业分销渠道研究姓名：李志宏申请学位级别：硕士专业：工商管理指导教师：云虹20060426I:IIAbstractWiththeincreasingeconomyglobalizationandentryintoWTO,Chinesecosmeticsindustryhasdevelopeddramatically.Atpresent,domesticmarketistypicallyfilledwithinternationalcompetition,ofwhichtheexpensivewithhighqualityproductsaremainlymanufacturedbyforeignenterprisesandjointventureswhilethecheapwithordinaryqualityproductsaremostlymanufacturedbyafewlarge-scaleenterprisesandmanysmall-and-mediumenterprises,whicharecompetingheatedlywitheachother.Mostofdomesticcosmeticsenterprisesaresmall-and-mediumenterprises.Regardlessofthescale,strength,brandsandmarketingchannels,therearebigdifferencebetweendomesticenterprisesandinternationalenterprises.Howtosurviveandstandhighlightedlyagainstothersistheproblemsettingdomesticenterprisesthinking.Inrecentyears,ithasbecomeverydifficultforcosmeticsenterprisestoacquirecompetitionadvantagesthroughproduct,priceandpromotion.Onlythechannelscanbringdifferentcompetitionadvantages,thedistributionchannelshasbecomethemostimportantfactortodeterminetheenterprise’smarketcompetitionstrength.Combiningmodernmarketingtheoryandsupplychainmanagementthought,thefirstpartanalyzesthefactorsandprinciplestothedesignofdistributionchannelsthroughthetheoryofdistributionchannels.Thesecondpartputsforwardtheexistingproblemsfacingcurrentdistributionchannelsandfindsoutthereasonsandsourcesresultingintheseproblems.Andpointsoutthetrendsofthecurrentdistributionchannels,presentstheadvisetothedesignofdistributionchannelsfordomesticcosmeticsfactories.Thelastpartelaboratestheselectionandinspiritingdistributors,theintegrationandinnovationofchannelsandputsforwardreferencesforenterprisestoestablish,perfectandmanagedistributionchannelsduringheatedcompetition.Keywords:CosmeticsDistributionchannelsChannelsmodeDistributor_____111.11.1.123.841200458011.9%205000201010005,000500090%20%80%20041505225,000SK-CD20%60%WTO2003CEPA200610%1.1.231.2DELLEDL:“”:―1.314234522.1(distribution)[1]1960·“”[5]“”“”()()[2]62.2[2]72.32.3.12-12-1[2]1)(DirectDistributionChannel)[1]2)(IndirectDistributionChannel)()8[3]2.3.2()12932.3.31102“”“”“”113“”“”“”“”4“”512TCLPHILIP6()2.42.4.11)132)3)4)145)2.4.211523[21]416“”“”1997“”1000173WTO3.13.1.1118()233.1.211923()()45“”620“”3.3.4“15%”8%4%4%3.2121233.31230%50%[28]34225673.43.4.12004101[30]6000264%23201025-30%“”[17]9.9103.4.2200850001999200“”200520020051.580%243.4.3SK1991500402000()1003.4.4“”[32]CEPA25“”“”3.4.520901011998“”“”“”2004469100020052006[29]26“”“”3.4.620041546732580017623.4.7“27”20058100010%10%90%20053003.4.8“”72300()3.5283.5.140%30%20%10%1()()()23.5.2291[13]2303K/AK/AK/A31POP()()432()“”“”3344.112“”“”34345()660040073584.212345364.3·20-3080-904.3.1X37123384.2.2Y3955.11+12140234“”4P4C“”“”22541199811675“6”5000199852002()6000170025%75%5.2“”“”“”425.2.112345.2.24311+122“”[45]3444“”“”“”5.2.3“”[43]“”4546MBAMBAMBA47[1].―.2003[2]..2004212-268[3]..2004[4]..200165-96[5][]·.().Prefltice-Hall2002322-360[6]..2001[7]..2000[8]..2000145-160[9]PhilipKotler.MarketingManagement-Analysis,Planning,Implementation,AndControlNInthEdition.PrenticeHallInternationalInc,llegePublishing,1997.[10][]·..2003[11]...2003,(2):22-24[12]LouisP.Bucklin,CompetitionandEvolutionintheDistributiveTrade,PrenticeHallPress,1972,P.101[13]..2004[14]..2003[15]..200156-120[16].—02.2002:78[17]...2003,(3):14-15[18]ERaymondCorey.IndustrialMarketing-CasesandConceps.4thEdition.PrenticeHallInternationalInc,l991.[19]CharlesW.Lamb,Jr.andJosephF.hair,Jr.andCarlMcDaniel.Marketing.ForthEdition.South-WestenCollegePublishing,1998:379-400.[20]..2003(1)39-4348[21]..2002(2)157-160[22][]·.·....2003[23]Anderson,ErinDay,GeorgeS.Rangan,V.Katsuri.StrategicChannelDesign.TheJournalofProductInnovationManagement19985472-473[24]Lohtia,RituIkeo,KyoichiSubramaniam,Ramesh.ChangingPatternsofChannelGovernance:anExamplefromJapan.JournalofRetailing19992263-275[25]..200167-99[26]Jain.SC.MarketingPlanningandStrategy2thed.SouthwesternPublishingCo.,1985206[27]..[28]..[29][30]GB/T18106-2004[31].“”.[32]—[33]LouisW.Stern,AdelI.-Ansary,AnneT.coughlan.MarketingChannels(FifthEdition).PrenticeHall.Inc.1996:1-23[34]Shoham,A.,Rose,G.M.,&Kropp,F.ConflictinInternationalMarketingReview.1997,15(2):140-150[35]LouisW.Stern,AdelI.EI-Ansary,AnneT.Coughlan..2001134-224[36]ElizabethJ.widson,ArchG.woodside.MarketingNewProductwithDistributors.49MdastwialMarketingManagement,1992,(2)56-62[37]EdwardI.Nash.DirectMarketing:NewYork:McgrawHill,1986[38]Ccgxm.TurnChannelConflictintoChannelCooperation.[39]Reutterer,ThomasKotzab,HerbertW.TheUseofConjoint-AnalysisforMeasuringPreferencesinSupplyChainDesign.IndustrialMarketingManagement2000,127-35[40]Webb,KevinL.ManagingChannelsofDistributionintheAgeofElectronicCommerce.IndustrialMarketingManagement2002,295-102[41]ErtRosenbloom.MarketingChannels-AManagementView.6Ed.TheDrydenPress,l