千金妈特爱商业有限公司营销渠道策略研究

发布时间：2017-12-31 22:01

本文关键词：千金妈特爱商业有限公司营销渠道策略研究　出处：《湖南大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,营销渠道在目标市场中扮演着愈来愈重要的角色,越来越受到企业的重视。如今,同质化产品易于被竞争对手模仿,大规模的工业化生产使得通过价格来获得竞争优势变得困难,日常促销普遍且缺乏创意,企业越来越难依靠营销组合中的产品、价格和促销来吸引和留住消费者了。相比营销组合的其他三个要素而言,营销渠道因在短期内很难被竞争对手模仿或复制,科学合理的营销渠道能为企业获得持续的竞争优势,使企业在激烈的竞争市场中获利的可能性增大。本文首先以千金妈特爱商业公司为研究对象,运用相关的市场营销理论,结合公司的营销渠道的实际情况,并运用科学的分析方法,最终提出对公司营销渠道管理有益的建议。本文首先从现实背景出发,通过对营销渠道和营销渠道管理的相关概念和理论进行回顾和梳理,并确定本研究的思路与研究方法。其次,本文对“妈特爱”的公司现状、营销渠道的现状和问题分析。随后根据前面的分析,提出千金妈特爱营销渠道建设和管理策略,分别从实体和网络渠道的建设、渠道成员的管理、渠道冲突和渠道权力和控制力进行阐述。最后,本文针对“妈特爱”的渠道管理提出可行性的建议和实施的保障措施,并得出本文的研究结论。本文通过对千金妈特爱商业有限公司渠道建设和管理研究,希望能对“妈特爱”的未来渠道管理提供具有实践指导意义的意见,同时也为其它类似于“妈特爱”的相关企业在进行渠道管理实践及改进渠道管理时起到参考与借鉴作用,对推动女性产品行业的发展具有重要的现实意义。通过以上几个方面的综合分析及论述,本文得出的重要结论是,在渠道建设和管理中,要做好渠道成员的选择和激励和管理,做好营销渠道,提高企业的竞争力。
[Abstract]:In recent years, marketing channels play an increasingly important role in the target market, enterprises pay more and more attention. Nowadays, homogeneous products easily imitated by competitors, large-scale industrial production has made it difficult to gain competitive advantage by price promotion, daily general and lack of creativity, the enterprise is more and more difficult to rely on the marketing mix in the product, price and promotion to attract and retain consumers. Compared with the other three elements of the marketing mix, marketing channels in the short term is difficult to be competitors to imitate or copy, scientific and reasonable marketing channels to obtain sustainable competitive advantage for enterprises, and increase the probability of corporate profits in the fierce market competition. Firstly, to the daughter of mother love commercial company as the research object, using the related marketing theory, combined with the actual situation of the company's marketing channels, and the use of The analysis methodology, finally proposes the suggestion of management of company marketing channel beneficial. This paper embarks from the realistic background and review the related concepts of marketing channels and marketing channels and management theory, and to determine the ideas and research methods of this study. Secondly, the status of the company "mother love". Analysis on the status quo and problems of the marketing channel. Then according to the above analysis, put forward a mother love marketing channel construction and management strategies, respectively from the construction entity and network channel, channel management, channel conflict and channel of power and control. Finally, this paper proposes some suggestions and measures for the implementation of the feasibility of "mother love channel management", and the conclusion of this paper. Based on the mother daughter love the construction and management of channels of Commercial Co., hoping to "mother love Provide practical advice for the future management of channels, but also for other related enterprises similar to the "mother love" in channel management practice and improvement of channel management plays a reference role, has important practical significance to promote the development of female products industry. Through the comprehensive analysis and discussion of the above several this paper draws the important conclusion is that in the channel construction and management, to make the choice of channel members and incentive and management, good marketing channels, improve the competitiveness of enterprises.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F721

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