HGM公司多维立体营销渠道管理优化研究

发布时间：2019-02-16 08:41

【摘要】：在现代市场营销中,营销渠道战略在企业中战略地位越来越重要,营销渠道对于企业的发展中发挥着越来越重要的作用。“渠道为王”、“谁拥有渠道,谁就拥有未来”、“渠道霸权”等理念逐渐被企业所接纳。在产品同质化严重、价格差距缩小、促销手段基本类同的市场环境下,各企业独特的营销渠道策略也成为短期不宜被模仿并获得竞争优势的重要手段。本文的研究从营销渠道管理的相关理论出发,结合工业品的产品特点和市场营销特点,通过相关文献及理论综述、与竞争对手对比分析、访谈和数据分析等方法,对HGM公司的坐标测量设备产品的多维立体营销渠道管理进行了深入分析和具体研究,发现了其渠道建设和管理的一些不足和发展瓶颈。针对其问题提出了优化改进方案：一是渠道结构扁平化设计,避免渠道重叠和冲突；二是对于HGM目前直销为主的渠道模式及其后续发展局限性,提出扩展分销渠道的布局来提高市场覆盖率；三是对于渠道管控策略,通过中心一体化的渠道管理,提升HGM公司的渠道霸权地位；四是通过激励和绩效评价,以客户为中心,充分挖掘渠道潜力,同时加强渠道间的合作,为建立可持续稳定发展的营销渠道进行正确导向,并为渠道的不断改进和完善提供依据。希望通过本文的研究,可以为HGM公司的渠道管理优化提供依据,并提升其营销渠道的凝聚力和竞争力,提高渠道运营效率,实现企业和渠道的双赢。同时,也希望本文的研究,可以作为其他工业品制造企业的渠道建设和管理的参考。
[Abstract]:In modern marketing, marketing channel strategy is more and more important in enterprises, and marketing channel plays a more and more important role in the development of enterprises. "Channel is king", "who owns channel, who has future", "channel hegemony" and other concepts are gradually accepted by enterprises. In the market environment where product homogeneity is serious, price gap is narrowed and sales promotion means are basically similar, the unique marketing channel strategy of each enterprise also becomes an important means which should not be imitated and gain competitive advantage in the short term. Based on the relevant theories of marketing channel management, combining the product characteristics and marketing characteristics of industrial products, the research in this paper compares and analyzes with competitors, interviews and data analysis through relevant literature and theoretical review. In this paper, the multi-dimensional marketing channel management of coordinate measuring equipment products of HGM Company is deeply analyzed and studied, and some deficiencies and development bottlenecks of channel construction and management are found. Aiming at the problems, the optimization and improvement scheme is put forward: first, the flat design of channel structure to avoid channel overlap and conflict; Second, for the current HGM direct marketing channel model and its subsequent development limitations, proposed to expand the distribution channel layout to improve market coverage; Third, to the channel control strategy, through the central integration channel management, enhances the HGM company's channel hegemony position; Fourth, through incentives and performance evaluation, take the customer as the center, fully tap the channel potential, at the same time, strengthen the cooperation between the channels, for the establishment of sustainable and stable development of marketing channels for the correct guidance, And for the continuous improvement and improvement of the channel to provide the basis. It is hoped that the research in this paper can provide the basis for the channel management optimization of HGM Company, enhance the cohesion and competitiveness of its marketing channel, improve the channel operation efficiency, and realize the win-win situation between the enterprise and the channel. At the same time, I also hope that this study can be used as a reference for the channel construction and management of other industrial manufacturing enterprises.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F416.4

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