Z化肥公司江西分公司营销渠道优化研究

发布时间：2018-02-27 06:24

本文关键词： Z化肥公司营销渠道优化　出处：《南昌大学》2013年硕士论文　论文类型：学位论文

【摘要】：在全球经济一体化的推动下,化肥行业的竞争也日益激烈。当前,全国有1200多家肥料生产企业,其中氮肥生产企业有近800家,磷复肥生产企业有400多家,钾肥生产企业有51家。国内化肥企业已逐步注重企业营销渠道的建设。与此同时,部分国外大型化肥企业已经在中国投资建厂,也开始部署自己的营销渠道。本文分析了Z化肥公司江西分公司目前在化肥营销渠道等方面存在的主要问题,探讨了Z化肥公司江西分公司应采取的渠道优化对策。文章第一章主要阐述了选题意义、国内外研究状况、主要研究内容及方法；第二章主要阐述了相关营销理论,分析了国内化肥公司渠道建设的实践及得到的启示；文章第三章从Z化肥公司江西分公司营销渠道的环境分析入手,评价企业及营销渠道现状,提出了Z化肥公司江西分公司化肥营销渠道组织结构设置、营销渠道管理、渠道营销整合策略等方面存在的主要问题；文章第四章详细介绍了Z化肥公司江西分公司营销渠道组织结构、渠道管理和维护、渠道模式等方面的优化策略；文章第五章通过Z公司的案例,进一步深化探讨企业营销渠道优化措施。本文对化肥销售企业营销渠道的优化策略探讨,将为提升江西化肥销售企业的市场竞争力和盈利能力,保持可持续性发展提供有益借鉴。
[Abstract]:With the integration of the global economy, the fertilizer industry is also facing increasingly fierce competition. At present, there are more than 1200 national fertilizer production enterprises, the nitrogenous fertilizer production enterprises are nearly 800, compound fertilizer production enterprises more than 400, potash fertilizer production enterprises 51. Domestic fertilizer enterprises have gradually pay attention to the construction of enterprise marketing channels. At the same time. Some foreign companies have to invest in large chemical fertilizer China, also began to deploy their own marketing channels.
This paper analyzes the main problems of Z chemical fertilizer company Jiangxi branch currently exists in the chemical fertilizer marketing channels and other aspects of the study of the channel optimization strategy of Z fertilizer company Jiangxi branch should be taken. The first chapter mainly expounds the significance of the topic, research status at home and abroad, the main research contents and method; the second chapter mainly elaborates the related marketing the theory, analyzes the practice of construction of domestic chemical fertilizer company channels and get inspiration; the third chapter starts with the analysis of marketing channel from Z fertilizer company in Jiangxi, the present situation of enterprise evaluation and marketing channel, put forward Z fertilizer company of Jiangxi chemical fertilizer marketing organization structure, marketing channel management, the main problems in marketing channel the integration strategy and other aspects; the fourth chapter introduces the Z chemical company Jiangxi branch marketing channel structure, channel management and maintenance channel The optimization strategy mode etc.; the fifth chapter through the case of Z, to further deepen the study of enterprise marketing channel optimization measures. To explore the optimization strategy based on fertilizer sales marketing channel, will enhance Jiangxi fertilizer sales enterprise's market competitiveness and profitability, to maintain sustainable development to provide a useful reference.

【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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