绩效改进下的制造业营销渠道成员的激励研究

发布时间：2018-11-03 11:51

【摘要】：在全球化和信息化日益成熟，云平台海量普及呼之欲出的大背景下，，营销渠道的管理依然成为制造业企业关注的焦点。企业越来越多的关注与渠道成员的关系，优化营销管理系统，选择最能满足渠道成员需求的营销模式。凡是成功运用营销手段的企业都在全球经济化的背景下，占领了一定的市场份额，获得了巨大的收益。它们将企业自身目标逐级分解的同时，迅速的占领市场获得了支持企业运作的主要收益来源，甚至垄断和控制了该类产品的生产和销售。伴随着全球经济一体化和技术革命浪潮的掀起，企业之间的竞争加剧，同时呈现出崭新的特点，即企业之间的竞争不在单单的表现在价格和成本，而更多的依赖于对渠道的控制上。因此，对营销渠道管理的研究具有重要意义。在通过渠道绩效考察渠道管理的过程中，我们却很少深入研究和探讨影响渠道绩效的因素，绩效提升的方法及策略，通过有效的渠道成员的激励方法和措施，达到营销渠道各项指标的最优化。因此，从根本上了解基于绩效改进前提下的营销渠道成员的激励问题意义重大。本文在系统梳理营销渠道管理理论的基础上，以研究渠道成员激励机制为目的，以渠道绩效研究为切入点，不同于以往立足于制造商或者渠道成员的角度，而是立足与整个行业的宏观角度，去寻找和发现一套行之有效的渠道绩效改进方法，这些方法不是概念上或理论上的东西，而是能直接运用的一套思维手段和工具。第一章，需要了解我国制造业行业所处的时代背景和大的政治政策环境，有方向性的研究实时问题。基于此，本章节重点阐述了目前我国制造业营销渠道的现状及其管理现状。第二章，对本文研究所涉及的理论基础做系统介绍。第三章，通过用表格的形式陈列出制造业行业通用的营销渠道绩效标准，并对影响营销渠道绩效指标进行阐述、评价及来源说明。第四章，根据对渠道绩效影响因素的探索，绩效问题的发现及考评，绩效需求的确定，有针对性地提供一套行之有效的营销渠道绩效提升方法和策略。第五章，整合现有渠道成员的激励办法，基于渠道绩效的改进，提出渠道成员激励所要遵循的措施。
[Abstract]:Under the background of globalization and informatization, cloud platform is becoming more and more popular, the management of marketing channel is still the focus of manufacturing enterprises. Enterprises pay more and more attention to the relationship with channel members, optimize the marketing management system, and choose the marketing mode that can best meet the needs of channel members. Under the background of global economy, all successful marketing enterprises occupy a certain market share and gain huge profits. They decompose the enterprise's own goal step by step, at the same time, quickly occupy the market to obtain the main source of income to support the enterprise's operation, even monopolize and control the production and sale of this kind of product. With the rise of global economic integration and technological revolution, the competition between enterprises intensifies, at the same time presents a new feature, that is, the competition among enterprises is not only reflected in the price and cost. And more rely on the control of the channel. Therefore, the research on marketing channel management is of great significance. In the process of investigating channel management through channel performance, we seldom deeply study and discuss the factors that affect channel performance, the methods and strategies of performance improvement, and the incentive methods and measures of effective channel members. Achieve the optimization of marketing channel indicators. Therefore, it is of great significance to understand the incentive problem of marketing channel members on the premise of performance improvement. On the basis of systematically combing the theory of marketing channel management, this paper aims to study the incentive mechanism of channel members, and regards channel performance research as the breakthrough point, which is different from the perspective of manufacturer or channel member. It is based on the macro perspective of the whole industry to find and find a set of effective channel performance improvement methods. These methods are not conceptual or theoretical things, but a set of thinking means and tools that can be used directly. In the first chapter, we need to understand the background of our manufacturing industry and the big political policy environment. Based on this, this chapter focuses on the current situation and management of manufacturing marketing channels in China. In the second chapter, the theoretical basis of this paper is systematically introduced. In the third chapter, the general marketing channel performance standards of manufacturing industry are displayed in the form of tables, and the performance indicators affecting marketing channels are expounded, evaluated and explained. Chapter four, according to the exploration of the influencing factors of channel performance, the discovery and evaluation of performance problems and the determination of performance demand, it provides a set of effective marketing channel performance promotion methods and strategies. In the fifth chapter, the incentive methods of channel members are integrated. Based on the improvement of channel performance, the measures to be followed by channel members are put forward.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.92;F424

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