HGL公司营销渠道优化研究

发布时间：2018-02-07 10:30

本文关键词： HGL公司营销渠道渠道优化多元化渠道　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国市场经济体制的建立和完善,日益激烈的市场竞争使得越来越多的企业正逐渐意识到营销渠道的重要性,并将营销渠道模式的选择提升到竞争战略的层面。在日用陶瓷企业间的竞争中,营销渠道同样起着越来越重要的作用。HGL有限公司主要生产骨质瓷产品,经过了二十多年的快速发展后,成为了同行业的知名企业。但近年来,由于国内陶瓷产业产能严重过剩造成产品供大于求,导致市场竞争加剧,使HGL公司也面临越来越严峻的困境与挑战。因此,研究HGL公司的营销渠道具有重要的意义。基于此,本文综合运用文献研究法、案例研究法和实地考察法,以HGL公司为例,在国内外学者已有的理论及实践研究基础之上,对其骨质瓷产品的营销渠道进行深入研究。论文首先介绍了研究背景、国内外关于营销渠道的研究现状、本文的研究内容以及创新点;归纳总结主要营销渠道类型,营销渠道结构、行为及关系等已有理论研究以及营销渠道管理理论。然后介绍了HGL公司发展背景,并进行了其现有营销渠道概况分析。在此基础上,分析了HGL公司现有营销渠道存在的问题。并结合营销渠道模式类型及渠道管理的相关理论,提出了HGL公司渠道优化的目标、原则与方案。并进一步提出了HGL公司改善营销渠道的结构、行为和关系的优化设计,建议在原有渠道基础上,开拓新型渠道,最终建立多元化渠道模式,指出了HGL公司渠道优化的具体措施,最后探讨了HGL公司营销渠道优化的保障措施。本文研究的目的在于为HGL公司建立科学的营销渠道模式提供参考,也为我国其他陶瓷企业营销渠道模式的建设提供有益借鉴。
[Abstract]:With the establishment and perfection of market economy system in our country, more and more enterprises are gradually realizing the importance of marketing channel because of the increasingly fierce market competition. In the competition between domestic ceramic enterprises, marketing channels also play a more and more important role. HGL Co., Ltd. mainly produces bone porcelain products. After more than 20 years of rapid development, it has become a well-known enterprise in the same industry. However, in recent years, due to the serious overcapacity of the domestic ceramic industry, the supply of products exceeds the demand, leading to intensified market competition. Therefore, it is of great significance to study the marketing channel of HGL Company. Based on this, this paper makes use of literature research method, case study method and field investigation method, taking HGL Company as an example. On the basis of theoretical and practical research of domestic and foreign scholars, the marketing channel of bony porcelain products is studied deeply. Firstly, the paper introduces the research background, domestic and foreign research status of marketing channels, The main marketing channel types, marketing channel structure, behavior and relationship, as well as marketing channel management theory are summarized and summarized in this paper. Then, the development background of HGL Company is introduced. Based on the analysis of the existing marketing channels of HGL Company, this paper analyzes the problems existing in the existing marketing channels of HGL Company, and puts forward the goal of channel optimization of HGL Company, combining with the types of marketing channel modes and the relevant theories of channel management. Principle and scheme. And further put forward the optimization design of the structure, behavior and relationship of HGL company to improve the marketing channel, and propose to open up new channel on the basis of the original channel, and finally to establish the diversified channel mode. This paper points out the concrete measures of channel optimization of HGL Company, and finally probes into the safeguard measures of marketing channel optimization of HGL Company. The purpose of this study is to provide reference for HGL Company to establish a scientific marketing channel model. It also provides useful reference for the construction of marketing channel mode of other ceramic enterprises in our country.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.71

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