DK中央空调公司营销渠道优化与管理研究

发布时间：2018-03-25 04:06

本文选题：营销渠道管理　切入点：中央空调行业　出处：《南昌大学》2013年硕士论文

【摘要】：面对当前竞争激烈、瞬息万变的市场环境,产品技术模仿与同质化速度加快,使得产品的优势有时难以维持,而营销渠道战略的长期性、基于关系和人的需要、组织机构操作的特征,营销渠道在短时间内很难被竞争者模仿,日益成为企业的核心竞争优势来源。日本DK集团公司,于1995年成立上海DK公司进入了中国市场,十几年来,DK集团在中国投资金额累积已达40亿元。目前在中国已设立了30家公司,DK把中国作为其全球发展策略的轴心,以其不断的努力迅猛发展,DK公司在中国已连续多年在中央空调领域保持国内第一的优势。但近几年来这一优势已在逐渐的被蚕食,国内的美的、格力等在二三线城市已全面在超越DK公司,线城市也受到进口品牌强有力的冲击,营销渠道作为企业核心竞争力之一,正受到各个公司的强烈关注,DK公司要保持领先地位,DK公司就有必要对营销渠道的进行变革优化,通过提高营销渠道的效率,实现其“攻占城市,辐射农村”战略目标。本文通过文献收集和案例分析,并运用市场营销学理论和方法论述中央空调行业的基本特征和分析该行业内的市场需求,从而结合DK公司现有营销渠道在中国运转的现状,指出现有营销渠道管理存在的诸多问题并分析问题形成的原因,提出DK公司营销渠道管理的改进策略：采用科学方法调整营销渠道结构；改善营销渠道成员的关系；建立对经销商的评价与激励体系；对渠道成员甄选；建立高素质的销售人员队伍和经销商队伍；并对改进方案进行评估。希望通过一系列的改进措施,提高公司的营销能力和管理能力,顺利实现公司大力开拓国内市场,提高市场占有率的营销总目标。本文是根据DK公司在中国市场的实际经营情况所进行的研究,希望通过本文的研究结论可以使DK公司找到适合企业经营发展的营销渠道体系,最大程度地满足客户的需求,实现其自身的企业价值,提高企业产品在中国市场的占有率。
[Abstract]:Facing the fierce competition and rapidly changing market environment, product technology imitation and homogenization speed, so the product advantage is sometimes difficult to maintain, and long-term marketing channel strategy, and the relationship between human needs based on the characteristics of the organization, operation, marketing channels in a short time is difficult to be copied, has become the enterprise the core source of competitive advantage.
Japan DK group company was established in 1995, Shanghai DK company entered the market Chinese, ten years, DK group in the amount of Chinese cumulative investment reached 4 billion yuan. At present in the Chinese has set up 30 companies, DK Chinese as the axis of the global development strategy, with its continuous efforts in the rapid development of DK company China has for many years to maintain the first advantage in the central air-conditioning field. But in recent years this advantage has been gradually eroded, the United States, GREE in the two or three line of the city has been fully beyond DK, line of the city has also been the impact of imported brands strong, the marketing channel is one of the core competitiveness of enterprises that is the focus of attention of each company, DK company to maintain the leading position of DK company, it is necessary to change the marketing channel optimization, by improving the efficiency of marketing channels, to achieve the capture of the city, agricultural radiation The strategic goal of the village.
Through analysis of the literature collection and case, and by using the marketing theory and method discusses the basic characteristics of the central air-conditioning industry and analyzes the industry market demand situation so as to combine DK company's existing marketing channels in Chinese operation, points out existing problems of marketing channel management and analyze the reasons the problem, put forward the improvement the marketing channel management of DK company, using scientific methods to adjust the marketing channels structure; improving relations between marketing channel members; the evaluation of distributors and incentive system; selection of channel members; the establishment of high-quality sales team and distributors; and to evaluate the improvement plan. Hope that through a series of improvement measures, improve the company the marketing and management ability, the smooth realization of the company vigorously expand the domestic market, increase the market share of the marketing head Standard.
This paper is based on the actual operation situation of DK company in the market of Chinese, hope that through the conclusion of this paper can make the DK company to find a suitable business development marketing channel system, the maximum extent to meet the needs of customers, realize the value of their own enterprises, improve the share of enterprise products in the Chinese market.

【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;F426.6

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