长城葡萄酒企业营销渠道的成本管理  

Cost Management of Marketing Channels of Great Wall Winery

作　　者：吕华[1] Lü Hua(School of Business Administration,Shaanxi Polytechnic Institute,Xianyang,Shaanxi 712000,China)

机构地区：[1]陕西工业职业技术学院工商管理学院

出　　处：《酿酒科技》2019年第11期133-136,共4页Liquor-Making Science & Technology

摘　　要：良好的销售渠道是酒企市场开拓与市场维护的关键所在,更是酒企成本管理中的一大重担,为了更好的实现酒产品的销售,就必须建立起良好的销售渠道,酒企市场渠道完整性的确保与维护是建立在大量资本的支撑上面,所以在很大程度上,酒企营销渠道与销售渠道的资金管理已经成为了整个企业成本管理中不可忽视的重要组成部分。本文就长城葡萄酒营销渠道的成本管理进行研究,在分析和把握长城葡萄酒成本管理中漏洞及问题的基础上,就长城葡萄酒销售渠道成本管理的优化与整改提出自己的意见与看法,旨在为葡萄酒企业乃至于全国酒企的市场成本管理纳言献策。Good marketing channel is the key to the development and maintenance of the market share for wineries.On the other hand,it is also the major burden in the cost management of wineries.In order to achieve better sales of wine products,it is necessary to establish good marketing channels.However,the maintenance of the integrity of the marketing channels is based on the support of a large amount of capitals.Therefore,the capital management of the marketing channels has become an important part of the cost management in wineries.In this paper,the cost management of marketing channels in Great Wall Winery was studied.On the basis of the analysis of the problems in the cost management,we put forward opinions on the optimization and rectification of cost management of marketing channels for reference.

关 键 词：成本管理 营销渠道 葡萄酒企业 

分 类 号：F27[经济管理—企业管理] F713.5[经济管理—国民经济]