美特斯邦威多营销渠道分销策略分析

发布时间：2018-01-06 15:37

本文关键词：美特斯邦威多营销渠道分销策略分析　出处：《电子科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：美特斯邦威品牌成立于一九九五年，从最初一家不知名的温州小作坊做到今天营销渠道几乎覆盖到全国县级以上城市，特别是从2003年开始，美特斯邦威每年店铺开发数量都在200家以上，平均每年增长速度在15%的速率，为服装行业所罕见，，发展到今天已是国内休闲服饰行业领头羊，在渠道发展方面确有独到之处。但在2008年国际经济金融危机之后，受到外需、内需持续不振的影响，国内许多服装企业都经历生死考验，而美特斯邦威虽利用危机继续做大自己，但因渠道相对较为单一，而在营销渠道宽度、渠道冲突和渠道成员类型等方面出现一些问题，导致企业在渠道发展方面遇到国内外休闲企业的挑战。文章分析美特斯邦威在休闲行业的渠道发展模式优劣势，主要从“加盟和直营并行开发”和“渠道模式选择”两方面入手，以及和国内外休闲服饰发展模式的对比，找出相似性和差异化的渠道开发模式，并评估各营销渠道在组织架构、营销模式、绩效、业绩激励方面存在的问题，同时结合营销管理、组织行为等一系列管理知识与理论，提出多营销渠道整合优化方案，为以后休闲服装行业乃至整个传统服装行业在国内的渠道开发方面提供一些借鉴的地方。最后文章通过详尽的分析得出关于美特斯邦威这一案例的具体结论，并在结论的基础上对该公司未来的发展在注重传统渠道的基础上，从企业发展需求出发结合当前新型渠道如购物中心因消费环境的改善，对消费者更具有吸引力，是消费者在今后购物和休闲生活的理想场所，需对企业渠道发展模式做出相应的调整，在拓宽企业渠道宽度时要充分考虑企业的持续发展。相信这些意见或建议是具有普适性价值的。
[Abstract]:The Metersbonwe brand was founded in 1995, originally from an unknown small workshop in Wenzhou today to do marketing channel covers almost the whole country at or above the county level city, especially from the beginning of 2003, the number of annual Metersbonwe store development in more than 200, the average annual growth rate at a rate of 15%, for the apparel industry are rare, development today is the domestic leisure clothing industry leader in channel development have originality. But after the 2008 financial crisis, the international economic influence by external demand, domestic demand continues to slump, many domestic garment enterprises have experienced the test of life and death, and Metersbonwe have used the crisis to continue to grow their own, but because the channel is relatively single, and in the marketing channel the width, there are some problems of channel conflict and channel member type, leading enterprises in channel development in domestic and foreign Hugh The challenge of leisure business.
Based on the analysis of Metersbonwe in the leisure industry channel development model of advantages and disadvantages, mainly from the "development" and "join and direct parallel channel mode selection" two aspects, and the contrast and domestic leisure clothing development mode, find out the similarities and differences of the channel development mode, and evaluate the marketing channels in the organizational structure, marketing mode, performance, performance incentive problems, combined with marketing management, organizational behavior and a series of management knowledge and theory, put forward the integrated marketing channel optimization scheme for leisure clothing industry and the traditional garment industry to provide some reference in the development of the domestic channels.
Finally, through the detailed analysis of detailed conclusions about the case of Metersbonwe, and on the basis of the conclusion of the future development of the company based on paying attention to the traditional channels, starting from the needs of enterprise development with the new channels such as shopping center for consumer environment improvement, more attractive to consumers, it is an ideal place for consumers in the future shopping and leisure life, need to make the corresponding adjustment to the enterprise channel development model, in the enterprise to expand the width of the channel to fully consider the sustainable development of enterprises. I believe these comments or suggestions are universal values.

【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.86

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