M公司卡车轮胎营销渠道优化研究
发布时间：2018-12-17 21:52
【摘要】：随着中国经济的飞速发展,国内物品和人员的周转量在不断攀升。与物流和客运紧密关联的轮胎行业由于产能和技术的飞速发展,正在发生着巨大的变革。各轮胎厂商之间的营销竞争也进入白热化状态。M公司虽然属于行业领先者,但竞争对手与其差距在逐渐缩小,在这种竞争环境下,营销渠道的优化管理十分重要。 本文首先介绍了营销渠道相关理论和近期研究成果,并将该理论运用于M公司营销渠道的研究。接下来,文章以国内卡客车轮胎市场和M公司基本情况为背景,分析了M公司目前渠道建设和管理过程中存在的诸多问题。通过对这些问题的逐步分析和深入解读,制定合适的渠道建设方案,其中涵盖了对现有渠道客户的优化建议,渠道结构的多样化建议,渠道管理维护建议。并设计相关保障方案,其中包括产品与促销流程优化建议,渠道商务政策优化建议,信息管理系统优化建议,公司员工激励考核优化机制建议。 本文从实际角度出发,指出M公司营销渠道现存问题,并制定M公司未来渠道建设和管理的整体方案,对于改善M公司在中国市场的营销渠道具有重要的现实意义。同时,也为其他国内外轮胎品牌提供一些渠道开发,建设,管理,维护的思路和经验。
[Abstract]:With the rapid development of China's economy, the turnover of domestic goods and personnel is rising. The tire industry, closely related to logistics and passenger transportation, is undergoing great changes due to the rapid development of production capacity and technology. Although M company belongs to the industry leader, but the gap between competitors and its gradually narrowing, in this competitive environment, the marketing channel optimization management is very important. This paper first introduces the marketing channel theory and recent research results, and applies the theory to M company marketing channel research. Then, based on the domestic car-bus tire market and the basic situation of M Company, this paper analyzes the existing problems in the channel construction and management of M Company. Through the gradual analysis and in-depth interpretation of these problems, a suitable channel construction scheme is formulated, which covers the optimization of existing channel customers, the diversification of channel structure, and the channel management and maintenance. And design the relevant safeguard scheme, including product and promotion flow optimization suggestion, channel business policy optimization suggestion, information management system optimization suggestion, company employee incentive appraisal optimization mechanism suggestion. From the practical point of view, this paper points out the existing problems of M company's marketing channel, and formulates the overall plan of M company's future channel construction and management, which has important practical significance for improving M company's marketing channel in China. At the same time, for other domestic and foreign tire brands to provide some channel development, construction, management, maintenance ideas and experience.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.472
本文编号：2384843
[Abstract]:With the rapid development of China's economy, the turnover of domestic goods and personnel is rising. The tire industry, closely related to logistics and passenger transportation, is undergoing great changes due to the rapid development of production capacity and technology. Although M company belongs to the industry leader, but the gap between competitors and its gradually narrowing, in this competitive environment, the marketing channel optimization management is very important. This paper first introduces the marketing channel theory and recent research results, and applies the theory to M company marketing channel research. Then, based on the domestic car-bus tire market and the basic situation of M Company, this paper analyzes the existing problems in the channel construction and management of M Company. Through the gradual analysis and in-depth interpretation of these problems, a suitable channel construction scheme is formulated, which covers the optimization of existing channel customers, the diversification of channel structure, and the channel management and maintenance. And design the relevant safeguard scheme, including product and promotion flow optimization suggestion, channel business policy optimization suggestion, information management system optimization suggestion, company employee incentive appraisal optimization mechanism suggestion. From the practical point of view, this paper points out the existing problems of M company's marketing channel, and formulates the overall plan of M company's future channel construction and management, which has important practical significance for improving M company's marketing channel in China. At the same time, for other domestic and foreign tire brands to provide some channel development, construction, management, maintenance ideas and experience.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.472
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