TB电缆公司营销渠道的管理研究

发布时间：2018-05-12 17:34

本文选题：电线电缆 + 营销渠道　；参考：《广西师范大学》2017年硕士论文

【摘要】：近年来,我国经济环境发展较好,城镇化进程也在加速,国家对基础建设持续的大力投资。就铜金属来说,对铜的消费量中国作为新型市场占世界的40%,并且一直呈增长趋势,与此相关的我国电线电缆行业的市场发展前景诱人,在未来的经济发展中,电线电缆行业的规模将会一直保持稳健的增长。目前,我国电缆行业厂家有上万家之多,厂家规模既有占地上千亩的大型电缆生产企业也有家庭作坊似的小型加工厂,产品的质量和性能也五花八门有好有坏。在销售市场中,电线电缆行业市场的竞争也十分激烈,国内许多厂家之间的竞争主要体现在价格方面——大厂家薄利多销,小厂家以次充好,贴牌冒牌,夹缝里来寻求生存。TB电缆公司投入大量研发资金致力于使产品能够达到高质量和环保产品来满足对环境无污染的较高要求,以顺应企业的可持续发展,在产品价格上并没有明显的竞争优势。怎么创立高效的企业营销渠道,如何走企业的渠道战略,建设一个合适的渠道并把它当作企业的核心竞争力,降低成本,最终扩大企业产品的市场占有率,这是TB电缆公司管理者深刻考虑的发展思路。鉴于此本文对TB电缆公司的营销渠道进行了管理。全文共分八个部分。第一部分是绪论。主要介绍了本文的研究背景、研究目的与意义、研究对象、国内外研究现状及述评、研究思路和主要研究内容以及研究方法。第二部分是营销渠道管理相关理论。主要介绍了营销渠道的含义及构成要素、营销渠道的设计及影响因素以及营销渠道管理理论。第三部分是TB电缆公司概况及其营销渠道现状分析。主要介绍了 TB电缆公司概况、电缆行业国内和国外的行业状况、TB电缆公司营销渠道现状及TB电缆公司营销渠道存在的问题。第四部分是TB公司的市场细分及定位分析。主要介绍了公司宏观环境PEST分析、TB电缆公司SWOT分析、市场细分、市场定位及产品的定位。第五部分是TB公司管理营销渠道方案设计。主要介绍了 TB公司营销渠道的建设目标、公司渠道设计原则及公司整合营销渠道模式设计主要分为营销渠道的结构设计和营销渠道的物流系统设计。第六部分是TB公司的营销渠道建设具体实施。主要介绍了营销渠道成员的选择和考核、营销渠道的激励与控制、营销渠道冲突管理、营销渠道绩效评价和渠道成员综合评估。第七部分是TB公司营销渠道的实施保障措施。主要介绍了组织结构的优化和提升、完善物流配送体系以及提升人员素质和服务质量。第八部分是文章结论及展望。本文力求理论与实践能够达到有机结合,希望对电线电缆企业特别是生产特种电缆的企业的营销渠道建设有一定的参考意义。
[Abstract]:In recent years, China's economic environment is developing better, the urbanization process is also accelerating, and the state is investing heavily in infrastructure construction. As far as copper metals are concerned, the consumption of copper in China, as a new type of market, accounts for 40% of the world's total market, and it has been showing a growing trend. The market development prospects of China's wire and cable industry are attractive and attractive in the future economic development. The size of the wire and cable industry will continue to grow steadily. At present, there are tens of thousands of cable industry manufacturers in our country. The scale of manufacturers is not only large cable production enterprises covering an area of thousands of mu, but also small processing factories like family workshops, and the quality and performance of the products are also varied between good and bad. In the sales market, the competition in the wire and cable industry is also very fierce. The competition among many domestic manufacturers is mainly reflected in the price aspect-big manufacturers make a small profit and sell more, small manufacturers play a good job, and put up brand counterfeits. In order to adapt to the sustainable development of the enterprise, the cable company has invested a large amount of R & D funds to enable the products to achieve high quality and environmental protection products to meet the higher requirements of non-pollution to the environment. There is no obvious competitive advantage in product prices. How to create an efficient marketing channel, how to follow the channel strategy of an enterprise, how to build a suitable channel and regard it as the core competitiveness of the enterprise, reduce the cost, and eventually expand the market share of the enterprise's products. This is the TB cable company managers to consider the development of ideas. In view of this, this article has carried on the management to the TB cable company's marketing channel. The paper is divided into eight parts. The first part is the introduction. This paper mainly introduces the research background, research purpose and significance, research object, domestic and foreign research status and review, research ideas, main research content and research methods. The second part is the theory of marketing channel management. This paper mainly introduces the meaning and elements of marketing channel, the design and influencing factors of marketing channel, and the theory of marketing channel management. The third part is the analysis of TB cable company and its marketing channel. This paper mainly introduces the general situation of TB cable company, the domestic and foreign trade situation of cable industry and the current situation of marketing channel of TB cable company and the problems existing in the marketing channel of TB cable company. The fourth part is the market segmentation and positioning analysis of TB Company. This paper mainly introduces the macro environment PEST analysis, SWOT analysis, market segmentation, market positioning and product positioning of TB cable company. The fifth part is the TB company management marketing channel design. This paper mainly introduces the construction target of marketing channel of TB company, the design principle of company channel and the design of integrated marketing channel mode of the company mainly divided into the structure design of marketing channel and the design of logistics system of marketing channel. The sixth part is the concrete implementation of TB company's marketing channel construction. This paper mainly introduces the selection and assessment of marketing channel members, the incentive and control of marketing channel, the management of marketing channel conflict, the evaluation of marketing channel performance and the comprehensive evaluation of marketing channel members. The seventh part is the implementation safeguard measure of the marketing channel of TB company. This paper mainly introduces the optimization and promotion of organization structure, the improvement of logistics distribution system and the improvement of personnel quality and service quality. The eighth part is the conclusion and prospect of the article. This paper tries to combine theory and practice organically, and hopes to have some reference significance for the marketing channel construction of wire and cable enterprises, especially those producing special cables.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.6

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