关于上海戌洋渠道策略的研究

发布时间：2018-09-06 10:12

【摘要】：销售渠道是企业进行商品流动的网络和路径,因此渠道策略是长期战略规划的关键组成部分。互联网经济下的新商业环境,要求企业转变思维,秉持服务的理念,以客户服务为中心,建设多方共赢的销售渠道。本文通过多方面的资料收集,阐述了和销售渠道策略密切相关,以及上海戌洋的公司经营的相关指导理论,其中包括贯穿全文的指导解决方案制定的服务主导逻辑和电子商务环境影响下的供应链和渠道理论。本文还详细分析了上海戌洋所处的宏观经济环境、行业现状以及公司内部的情况,通过描述公司在当前发展阶段所面临的困境,提出了本文需要解决的问题。本文继而结合提出的相关理论,从公司经营者的角度和渠道服务为中心,为新发展阶段的上海戌洋制定了以服务主导逻辑导向的电商网络销售渠道策略。此外本文还叙述了上海戌洋在新渠道策略指导下,对于公司经营和渠道管理方面做出的改良,以及后期的优化方向。最后,作者在文章的结尾,谦虚的提出了本文研究的不足之处,对上海戌洋未来发展进行了憧憬和期望。
[Abstract]:Sales channel is the network and path for enterprise to flow goods, so channel strategy is a key component of long-term strategic planning. The new business environment under the Internet economy requires enterprises to change their thinking, uphold the concept of service, take customer service as the center, and build a win-win sales channel. In this paper, through the collection of many aspects of data, this paper expounds the close relationship with the marketing channel strategy, and the relevant guiding theory of Shanghai Xuyang's company management. It includes the service-oriented logic and the supply chain and channel theory under the influence of e-commerce environment. This paper also analyzes in detail the macro-economic environment, the current situation of the industry and the internal situation of the company in Shanghai Xuyang. By describing the difficulties faced by the company in the current stage of its development, the paper puts forward the problems to be solved in this paper. Combining with the related theories, this paper, from the perspective of the company manager and the channel service as the center, formulates the sales channel strategy of e-commerce network oriented by the service leading logic for the new development stage of Shanghai Xuyang. In addition, this paper also describes the improvement of the company management and channel management under the guidance of the new channel strategy in Shanghai Xuyang, as well as the direction of optimization in the later period. Finally, at the end of the article, the author humbly puts forward the deficiencies of this study, and looks forward to the future development of Shanghai Xu Yang.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F724.6

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