I 摘要 我国人口众多、食用油消费量大，据国家统计局数据显示，我国精制食用植物油 年销售量由2008年的5626.8万吨上涨至2016年的15877.2万吨，年平均增长率 13.85%。受中美贸易摩擦等国际形势及国内市场波动的影响，2017-2018年全国精制 食用植物油销售量相比2016年有所下降，为15246.3万吨和12407.6万吨。在当前国 内食用油市场中，中小品牌小包装食用油只占了不到10%的市场份额，竞争异常激烈。 加之受地沟油事件的影响，人们更加青睐健康、安全的大品牌食用油，这在一定程度 上对中小品牌食用油也造成了影响。应该说中小品牌食用油既有广阔的市场前景，又 面临极大的挑战。 近年来，伴随电子商务的迅猛发展，线上营销渠道以其信息传播快、信息覆盖面 广、渠道建设成本低等优点，吸引着众多食用油生产企业开展线上渠道布局。L公司 作为一家传统菜籽油加工企业，也开通线上营销渠道，但线上线下营销渠道冲突、渠 道效率较低、线上渠道发展缓慢、渠道协调配合度不好、缺乏系统性渠道管理等问题 一直困扰着企业管理层，影响着企业的营销业绩提升。 本文针对L公司在营销渠道上存在的问题，采用访谈、问卷调查等方式，对L 公司存在问题进行了较为全面的梳理。同时，对影响消费者渠道选择的“购买价格、 营销宣传、方便程度、渠道习惯”等因素进行了分析。最后，结合L公司实际，运用 渠道整合理论，从“解决现有渠道冲突、提升渠道效率、实施渠道拓展、完善线上线 下渠道协同管理体系”四大方面提出了合理、科学的解决策略。另外，也提出了一些 做好渠道建设的保障措施。这些策略和措施对L公司营销体系的长远发展，促进营销 额的提升具有一定的应用价值和经济价值。同时，也为下一步公司探索开展“新零售” 营销模式打下了基础。 关键词：食用油；线上营销；营销渠道；营销渠道整合 论文类型：专题研究 西南科技大学硕士学位论文 II ABSTRACT Chinahasalargepopulationandalargeconsumptionofedibleoil.Accordingtothedataof theNationalBureauofstatistics,theannualsalesvolumeofrefinedediblevegetableoilin Chinaincreasedfrom56.268milliontonsin2008to158.772milliontonsin2016,withan averageannualgrowthrateof13.85%.Influencedbytheinternationalsituationsuchas SinoUStradefrictionandthefluctuationofdomesticmarket,thesalesvolumeofrefined ediblevegetableoilin2017-2018decreasedcomparedwith2016,reaching152463000tons and124076000tons.Inthecurrentdomesticedibleoilmarket,smallandmedium-sized brandsofsmallpackageedibleoilonlyaccountforlessthan10%ofthemarketshare.In ordertocompeteforlimitedmarketresources,thecompetitionisextremelyfierce.Inaddi- tion,affectedbythegutteroilincident,peoplearemoreinterestedinhealthyandsafelarge brandedibleoil,whichtoacertainextentalsohasanimpactonsmallandmediumbrand edibleoil.Itshouldbesaidthatsmallandmedium-sizedbrandedibleoilnotonlyhas broadmarketprospects,butalsofacesgreatchallenges. Inrecentyears,withtherapiddevelopmentofe-commerce,onlinemarketingchannelsattra- ctmanyedibleoilmanufacturerstodeveloponlinechannellayoutbecauseofitsadvantag- esoffastinformationdissemination,wideinformationcoverageandlowcostofchannel construction.Asatraditionalrapeseedoilprocessingenterprise,Lcompanyhasalsoopened onlinemarketingchannels,butproblemssuchasonlineonlineandofflinemarketing channelconflicts,lowchannelefficiency,slowdevelopmentofonlinechannels,poorcoordi- nationandcoordinationofchannels,lackofsystematicchannelmanagement,etc.havebeen plaguingtheenterprisemanagementandaffectingtheimprovementoftheenterprise's marketingperformance. AimingattheproblemsexistinginthemarketingchannelsofLcompany,thispaperuses interview,questionnaireandothermethodstosortouttheproblemsexistinginLcompany. Atthesametime,itanalyzesthefactorssuchas"purchaseprice,marketingpubli- city,convenience,channelhabits"thataffectthechoiceofconsumerchannels.Finally,based ontherealityofLcompanyandthetheoryofchannelintegration,thispaperputsforward reasonableandscientificsolutionsfromfouraspectsof"solvingexistingchannel conflicts,improvingchannelefficiency,implementingchannelexpansion,andimproving onlineandofflinechannelcollaborativemanagementsystem".Atthesametime,italsoputs forwardsomesafeguardmeasuresforchannelconstruction.Thesestrategiesandmeasures havecertainapplicationvalueandeconomicvalueforthelong-termdevelopmentofL ABSTRACT III company'smarketingsystemandpromotionofmarketingvolume.Atthesametime,itlays thefoundationforthecompanytoexplorethemarketingmodeof"newretail". KEYWORDS:Edibleoil;Onlinemarketing;Marketingchannel;Marketingchannelintegration TYPEOFTHESIS:ThematicResearch 西南科技大学硕士学位论文 IV 目录 1绪论........................................................................................................................................1 1.1研究背景.........................................................................................................................1 1.2研究目的及意义.............................................................................................................1 1.2.1研究目的..................................................................................................................1 1.2.2研究意义..................................................................................................................1 1.3国内外研究综述.............................................................................................................2 1.3.1国外研究现状..........................................................................................................2 1.3.2国内研究现状..........................................................................................................3 1.3.3研究评述..................................................................................................................4 1.4研究内容及方法.............................................................................................................4 1.4.1研究内容..................................................................................................................4 1.4.2研究方法..................................................................................................................4 1.4.3技术路线..................................................................................................................5 1.5本章小结.........................................................................................................................5 2相关理论基础........................................................................................................................7 2.1营销渠道.........................................................................................................................7 2.2市场营销渠道整合理论.................................................................................................8 2.3线下与线上营销渠道模式.............................................................................................9 2.3.1线下营销渠道模式...................................................................................................9 2.3.2线上营销渠道模式...................................................................................................9 2.4本章小结.......................................................................................................................10 3L公司食用油营销现状及渠道分析..................................................................................11 3.1中国食用油行业发展现状...........................................................................................11 3.2L公司简介及营销现状................................................................................................13 3.3L公司营销渠道现状及分析........................................................................................14 3.3.1L公司营销渠道现状.............................................................................................14 3.3.2L公司营销渠道分析.............................................................................................15 3.4L公司营销渠道存在的问题........................................................................................20 3.5本章小结.......................................................................................................................23 4L公司线上线下渠道整合措施.........................................................................