HR公司宠物食品的营销渠道管理研究

发布时间：2018-03-02 12:21

本文选题：宠物食品　切入点：营销渠道　出处：《南京师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的不断发展和人们生活水平的逐渐提高,国内大中城市的宠物主人消费宠物消费品的意识越来越强,给宠物食品的发展带来了巨大的机会,加强对营销渠道管理的重视对企业的发展至关重要。HR公司的营销渠道管理比较传统,在营销渠道管理中存在的问题比较多。本文采用理论研究与HR公司实际情况相结合的研究方法,从营销渠道、营销渠道管理管理理论出发,通过对HR公司宠物食品营销渠道管理的行业发展环境分析和介绍了HR公司的营销渠道管理现状,指出其现有营销渠道管理中存在的主要问题有与代理商之间的信息沟通不畅、渠道管理不到位、对代理商的激励不够、营销渠道过程中存在“大户问题”、渠道冲突严重、缺乏专业的销售人员、渠道拓展不够,同时指出了所存在问题产生的原因。在此基础上本文从渠道成员的选择、渠道成员的激励、营销渠道的控制、渠道冲突的解决、渠道团队的建设、引入网络营销渠道六方面策略对HR公司营销渠道管理进行优化。以实现HR公司宠物食品营销渠道管理不断优化,提出该公司营销渠道的运行效率和综合效益,增强公司的市场竞争能力,更好地适应环境的变化。
[Abstract]:With the continuous development of China's economy and the gradual improvement of people's living standards, pet owners in large and medium-sized cities in China are becoming more and more aware of consuming pet consumer goods, which has brought great opportunities for the development of pet food. It is very important for the development of enterprises to pay more attention to the management of marketing channel. The marketing channel management of HR company is more traditional. There are many problems in the marketing channel management. This paper adopts the research method of combining the theoretical research with the actual situation of HR company, starting from the marketing channel, marketing channel management theory, the marketing channel management theory, the marketing channel management theory, the marketing channel management theory and the marketing channel management theory. Based on the analysis of the industry development environment of pet food marketing channel management in HR company, this paper introduces the current situation of marketing channel management in HR company, and points out that the main problems in the current marketing channel management are that the information communication between HR company and the agent is not smooth. The channel management is not in place, the incentive to the agent is not enough, there is a "big household problem" in the marketing channel process, the channel conflict is serious, the lack of professional sales personnel, the channel expansion is not enough, At the same time, it points out the causes of the existing problems. On this basis, this paper discusses the selection of channel members, the incentive of channel members, the control of marketing channels, the resolution of channel conflicts, and the construction of channel teams. In order to realize the continuous optimization of marketing channel management of pet food in HR company, this paper introduces six aspects of network marketing channel strategy to optimize the marketing channel management of HR company, and puts forward the running efficiency and comprehensive benefit of the marketing channel of the company. Enhance the company's market competitiveness, better adapt to the changes in the environment.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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