T公司营销渠道管理研究
发布时间：2018-09-14 18:58
【摘要】：目前,我国企业正处在一个高度竞争、瞬息万变的国内外市场环境中,若不能有效地掌握市场的发展状况,对企业的营销管理策略做出提升和创新,尤其是对营销渠道方面的变革,企业就很难拓展和掌控市场的发展态势,并在激烈的竞争环境中进一步发展下去。 本文以谭鱼头食品有限公司(以下简称T公司)2006年4月～2010年12月的市场营销渠道的发展状况做为研究对象。在产品投放市场初期,授权谭鱼头传福商贸公司(以下简称TCF公司)为其产品的营销公司,在市场发展阶段,TCF投入了大量的人力、物力和财力进行市场运作,但产品在市场上的表现却极为平淡。于是T公司收回了TCF公司的产品经销权。在收回经销权后,T公司对市场的具体情况没有做详尽的市场调研,产品在市场上仍然得不到发展,公司面临的困境没有得到改善。 本文首先从谭鱼头食品有限公司所处的内外部环境出发,运用SWOT方法,对公司优势、劣势、机会和威胁进行分析,并且运用五力模型的分析方法,对公司产品的竞争环境进行分析。同时,针对T公司营销渠道方面的问题,采用实例分析方法,指出公司原有和现有营销渠道存在的严重问题,并重新设计出新的营销渠道模式,建立营销渠道成员选择标准、系统地构建营销渠道各要素管理流程,对公司前期存在的营销渠道冲突进行总结,建立了营销渠道评估和激励机制。最后,对公司开展线上营销渠道提出了建议。通过研究,本文得出以下结论：企业选用何种营销模式拓展市场,必须对企业所处的市场环境做充分的分析和调研,采用有利于企业营销渠道发展的最优模式,杜绝盲目进入市场。同时,企业应该关注营销渠道管理的实践性、专业性、动态性和系统性。
[Abstract]:At present, Chinese enterprises are in a highly competitive and rapidly changing market environment at home and abroad. If they can not effectively grasp the development of the market, they can improve and innovate the marketing management strategy of the enterprises. Especially for the reform of marketing channels, it is very difficult for enterprises to expand and control the development situation of the market, and to further develop in the fierce competitive environment. In this paper, Tanyutou Food Co., Ltd. (hereinafter referred to as T Company) from April 2006 to December 2010 as the research object of the development of marketing channels. In the early stage of the product launch, Tanyutou Chuanfu Trading Company (hereinafter referred to as TCF Company) was authorized to be the marketing company of its products. It invested a great deal of manpower, material resources and financial resources in the market operation at the stage of market development. But the performance of the product in the market is extremely flat. As a result, T Company withdrew the TCF Company's product sales rights. After recovering the right of sale, the company has not done detailed market research on the specific situation of the market, the products are still not developed in the market, and the difficulties faced by the company have not been improved. Starting from the internal and external environment of Tanyutou Food Co., Ltd., this paper uses the SWOT method to analyze the strengths, weaknesses, opportunities and threats of the company, and applies the analysis method of the five-force model. Analyze the competitive environment of our products. At the same time, aiming at the problems in marketing channel of T Company, the paper points out the serious problems existing in the original and existing marketing channels, and redesigns the new marketing channel model and establishes the selection standard of marketing channel members. This paper systematically constructs the management flow of every element of marketing channel, summarizes the conflict of marketing channel in the early period of the company, and establishes the evaluation and incentive mechanism of marketing channel. Finally, some suggestions are put forward for the company to carry out online marketing channels. Through the research, this paper draws the following conclusions: what marketing mode should be chosen to expand the market, we must make a full analysis and research on the market environment of the enterprise, and adopt the optimal model which is conducive to the development of the marketing channel of the enterprise. Put an end to blind access to the market. At the same time, enterprises should pay attention to the practical, professional, dynamic and systematic marketing channel management.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82
本文编号：2243595
[Abstract]:At present, Chinese enterprises are in a highly competitive and rapidly changing market environment at home and abroad. If they can not effectively grasp the development of the market, they can improve and innovate the marketing management strategy of the enterprises. Especially for the reform of marketing channels, it is very difficult for enterprises to expand and control the development situation of the market, and to further develop in the fierce competitive environment. In this paper, Tanyutou Food Co., Ltd. (hereinafter referred to as T Company) from April 2006 to December 2010 as the research object of the development of marketing channels. In the early stage of the product launch, Tanyutou Chuanfu Trading Company (hereinafter referred to as TCF Company) was authorized to be the marketing company of its products. It invested a great deal of manpower, material resources and financial resources in the market operation at the stage of market development. But the performance of the product in the market is extremely flat. As a result, T Company withdrew the TCF Company's product sales rights. After recovering the right of sale, the company has not done detailed market research on the specific situation of the market, the products are still not developed in the market, and the difficulties faced by the company have not been improved. Starting from the internal and external environment of Tanyutou Food Co., Ltd., this paper uses the SWOT method to analyze the strengths, weaknesses, opportunities and threats of the company, and applies the analysis method of the five-force model. Analyze the competitive environment of our products. At the same time, aiming at the problems in marketing channel of T Company, the paper points out the serious problems existing in the original and existing marketing channels, and redesigns the new marketing channel model and establishes the selection standard of marketing channel members. This paper systematically constructs the management flow of every element of marketing channel, summarizes the conflict of marketing channel in the early period of the company, and establishes the evaluation and incentive mechanism of marketing channel. Finally, some suggestions are put forward for the company to carry out online marketing channels. Through the research, this paper draws the following conclusions: what marketing mode should be chosen to expand the market, we must make a full analysis and research on the market environment of the enterprise, and adopt the optimal model which is conducive to the development of the marketing channel of the enterprise. Put an end to blind access to the market. At the same time, enterprises should pay attention to the practical, professional, dynamic and systematic marketing channel management.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82
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