NF电池公司营销渠道优化研究

发布时间：2018-04-30 10:17

本文选题：NF电池公司 + 营销渠道　；参考：《东华大学》2017年硕士论文

【摘要】：在全球经济竞争日趋激烈的大环境下,公司在制定营销战略时,总是会先考虑产品、价格及促销的营销组合,最后才去考量渠道战略。然而,近年来随着消费者需求和零售终端的不断改变,优化渠道成为了提升企业核心竞争力的重中之重。位于福建南平的世界五大碱性电池生产商之一的NF电池公司,是我国一次性干电池行业中的绝对市场领导者,其营销渠道主要包括传统渠道、现代渠道和电商渠道,并在传统渠道和现代渠道的营销中表现出色。但随着人们生活方式及购物习惯的逐渐改变,NF电池公司的现代渠道日渐萎缩,电商渠道以其迅猛的发展速度给传统渠道和现代渠道带来了冲击和挑战。NF电池公司如何优化现有营销渠道,提升渠道竞争力成为了公司迫切需要面对和解决的问题。本文以营销渠道理论为基础,运用管理学与市场营销相关理论知识,结合自身多年的从业经验,在对电池行业的渠道构成,NF电池公司的营销环境及主要竞争对手进行分析的基础上,对NF电池公司在传统营销渠道、现代营销渠道及电商新渠道的表现做出了梳理与分析。同时,分别针对目标市场的消费者与经销商开展了调研与访谈,发现了NF电池公司在渠道建设中所存在的问题,得出主要结论如下:第一,调整渠道结构;第二,加强渠道成本管理;第三,有效管理渠道冲突。基于上述研究结果,为NF电池公司优化渠道结构、提高渠道效率、进一步提升企业竞争力,提出有针对性的建议与对策。
[Abstract]:In the environment of increasingly fierce global economic competition, companies always consider the marketing mix of products, prices and promotions, and finally consider the channel strategy when making marketing strategies. However, with the continuous changes of consumer demand and retail terminals in recent years, the optimization of channels has become the most important to enhance the core competitiveness of enterprises. NF Battery Company, one of the world's five largest alkaline battery manufacturers in Nanping, Fujian Province, is an absolute market leader in the disposable dry battery industry in China. Its marketing channels mainly include traditional channels, modern channels and e-commerce channels. And in the traditional and modern channels of marketing performance outstanding. But as people's lifestyles and shopping habits gradually change, the modern channels for NF battery companies are shrinking. With its rapid development, e-commerce channel has brought impact and challenge to traditional and modern channels. How to optimize existing marketing channels and enhance channel competitiveness has become an urgent problem to be faced and solved by the company. Based on the theory of marketing channel, this paper applies the relevant theories of management and marketing, and combines with its own experience of many years. On the basis of analyzing the marketing environment and main competitors of NF battery company, this paper analyzes the performance of NF battery company in traditional marketing channel, modern marketing channel and new channel of electronic commerce. At the same time, research and interviews are carried out on consumers and dealers in target market, and the problems of NF battery company in channel construction are found. The main conclusions are as follows: first, adjust the channel structure; second, Strengthen channel cost management; third, effectively manage channel conflict. Based on the above research results, this paper puts forward some suggestions and countermeasures for NF battery company to optimize channel structure, improve channel efficiency, and further enhance the competitiveness of enterprises.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6

【参考文献】