W公司营销渠道策略研究

发布时间：2018-06-05 20:15

本文选题：W公司 + 渠道建设　；参考：《南京大学》2013年硕士论文

【摘要】：电气行业经过百年的发展,技术已经趋于成熟,营销中产品、价格、促销的同质化现象日益严重。营销渠道作为电气企业核心竞争力的重要构成因素,由于其不可复制性得到越来越多的企业的重视。渠道环节在整个营销系统中的地位不断升高,成为左右市场的重要因素。谁能掌控最强有力的营销渠道,谁就有可能成为赢家。因此,如何科学地认识渠道、开发渠道、维护渠道的稳定,提高渠道竞争力,日益成为电气企业工作中的重要一环。w公司作为世界500强的子公司,进入中国市场时间不长,利用其品牌、产品优势,逐步建立了一整套的营销网络,渠道成员遍布全国各大城市,经过几年的辛勤耕耘,其部分产品已经在国内市场上独占鳌头。然而随着企业的发展,渠道中诸多问题不断地暴露出来,成为阻碍其发展壮大的绊脚石。比如现有渠道网络布局的不合理,未能按照各地区经济发展情况做出有效规划；W公司所采用的渠道长度存在一定的弊病,在实际运作中,不能完全掌控直供成套厂；目标市场开发和渠道建设仍不完善,还有一段征途需要克服：日常渠道管理中的冲突现象时有发生。本论文采用定性研究和定量研究相结合的研究方法,在理论与实际紧密结合的基础上,通过实际的市场调查,分析了行业状况以及未来发展趋势,竞争对手的渠道策略,针对W公司的渠道现状和问题,进行营销环境分析,并对其竞争优势、劣势做了探讨,得出W公司的渠道策略应为积极拓展,大力布局新的渠道网络,以争取占领更多市场份额。然后,本文对W公司在现行渠道中存在的问题进行了深入剖析,找出其在目标市场中的渠道设计、现有渠道结构、渠道管理中的问题,并进一步研究了改进策略和建议。由于以上所提属于大多数电气企业共同面临的问题,因此,对W公司渠道的开发、成员选择策略,以及渠道结构的优化特别是使用一层渠道长度的策略,能够为其他企业提供借鉴和启发。
[Abstract]:With the development of electric industry for a hundred years, the technology has become mature, and the homogeneity of products, prices and sales promotion in marketing is becoming more and more serious. As an important component of the core competitiveness of electric enterprises, marketing channels are paid more and more attention by more and more enterprises because of their non-replicability. The status of channel in the whole marketing system is rising, which becomes an important factor of the market. Who can control the most powerful marketing channels, who is likely to be a winner. Therefore, how to scientifically understand channels, develop channels, maintain channel stability, improve channel competitiveness, increasingly become an important link in the work of electrical enterprises. As a subsidiary of the world's top 500 companies, the time to enter the Chinese market is not long. By using its brand and product advantages, a set of marketing network has been set up step by step. After several years of hard work, some of its products have already occupied the leading position in the domestic market. However, with the development of the enterprise, many problems in the channel have been exposed, which has become a stumbling block to its development. For example, the unreasonable distribution of the existing channel network, failure to make effective planning according to the economic development situation of each region, the channel length adopted by the company has certain drawbacks, in the actual operation, it can not completely control the complete set of supply plants; The target market development and channel construction are still imperfect, and there is still a journey to overcome: the conflict in daily channel management occurs from time to time. This paper adopts the research method of combining qualitative and quantitative research, on the basis of the close combination of theory and practice, through the actual market investigation, analyzes the industry situation, the future development trend, the competitor's channel strategy. In view of the current situation and problems of the channel of W Company, this paper analyzes the marketing environment, discusses its competitive advantages and disadvantages, and draws the conclusion that the channel strategy of W Company should be actively expanded and the new channel network should be laid out vigorously. To gain more market share. Then, this paper analyzes the existing problems of W Company in the current channel, finds out the channel design in the target market, the existing channel structure, the problems in channel management, and further studies the improvement strategies and suggestions. As the problems mentioned above are common to most electric enterprises, the development of channel, the selection strategy of members, and the optimization of channel structure, especially the strategy of using a layer of channel length, are used in W Company. Can provide reference and inspiration for other enterprises.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.6

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