O公司营销渠道优化与实施策略

发布时间：2018-01-03 13:25

本文关键词：O公司营销渠道优化与实施策略　出处：《电子科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着市场化的快速推进,经济结构逐渐转型,经济体制逐步完善,企业将面临的市场环境将更加复杂多变,竞争愈发严峻。面对如此的机遇和挑战,企业应该如何从诸多方面制定决策使自身在竞争中立于不败之地?企业的竞争已经突破了地区和国家的限制而延伸到世界各地,从广度和深度上企业一改传统单纯的产品价格竞争,逐渐发展为服务、渠道以及市场等全方位竞争,因此,企业竞争的焦点逐渐从初期的产品、价格和服务转移到了营销渠道模式,企业优化渠道结构,构建适合自身发展的渠道模式,并与各主体形成战略联盟的伙伴关系。在建筑基础设施方面,随着中国经济的巨大发展,城市化及新型城镇化建设全面启动,大型商业综合建筑体、地铁、机场等公用设施也快速增长,基于有限的土地资源,为更好的发挥有限土地资源的效率,高层建筑也越来越多,城市的天际线在不断提高,不仅仅在一、二、三线城市,在许多四到六线城市及乡镇中,电梯及扶梯的使用也越来越普及。从中国电梯协会的统计数据来看,至2013年底,我国电梯保有量达300万台,并且每年递增速度在20%左右。基于上述宏观环境与数据趋势,电梯行业将迎来巨大机遇和挑战,电梯公司要在竞争中赢得可持续竞争优势,必须努力发展和革新自身的营销渠道。O电梯公司是全球最大的电梯公司之一,有超过100年的电梯制造历史,为了保持在中国这个全球最大电梯市场的占有率,除了在原有的中心城市设立营销网络以外,近年来也全力推动四-六线城市的营销网络渠道建设。本文以O电梯公司为例,首先研究了O电梯公司营销渠道的发展历程,尤其对西南地区营销渠道管理模式的现状,基于电梯公司渠道的服务产出、渠道流效率及渠道权力分析O公司渠道管理中的主要问题与困境,并重新设计西南地区区域营销渠道和管理架构,拟定西南地区各公司和四六线城市分批次分阶段实施,并对实施结果进行评估,以及后续的渠道优化和管理规范化。最后对营销渠道管理方案实施过程中的法律约束以及一些可能出现的问题做了阐述并给出了应对措施。
[Abstract]:With the rapid development of the market, the gradual transformation of economic structure, economic system gradually perfect, the enterprise will face the market environment will become more complex, competition has become increasingly grim. Facing such opportunities and challenges, enterprises should be how to make decisions from many aspects in their own competition in an invincible position? Enterprise competition has already broken through the area and the national limit extended to all over the world, from the breadth and depth of the enterprise has changed the traditional pure price competition, and gradually developed into services, channels and market competition, therefore, the focus of enterprise competition gradually from the initial product, price and service to the enterprise marketing channel mode, optimize the channel structure. The construction of development suited to their own channel model, and the formation of strategic alliance and the partnership. In the construction of infrastructure, with Chinese huge economic development, The construction of city and new town to start a comprehensive, integrated commercial buildings, subways, airports and other public facilities are also growing rapidly, based on limited land resources, in order to better play the efficiency of limited land resources, high-rise buildings are more and more, the city skyline continues to increase, not only in the two and three line. In the city, many of the four to six line city and township, the use of elevator and escalator has become more and more popular. Statistics from the Chinese Elevator Association, to the end of 2013, China's elevator holdings reached 3 million, and the annual increase rate of around 20%. The macro environment and the trend of elevator industry will be based on data. Enjoy the great opportunities and challenges, the elevator company to win sustainable competitive advantage in the competition, the marketing channel of.O elevator company must strive to develop and innovation itself is one of the world's largest elevator company, there are more than 100 In the elevator manufacturing history, in order to maintain market share in the world's largest Chinese elevator market, in addition to the establishment of the marketing network in the center of the original city, in recent years to promote the four - six line city network marketing channel construction. This paper takes O elevator company as an example, the paper reviews the development process of marketing channel of O elevator company the particular status of marketing channel management mode in Southwest China, elevator company channel service output based on channel efficiency and channel analysis of the main problems and difficulties of channel management in O power, and redesigned the architecture management and marketing channels in South West Region, to the southwestern region of the company and the 46 line city in batches implemented in stages, and the implementation results are evaluated, and the channel optimization and management standardized follow-up. At the end of the marketing channel management scheme in the process of enforcing the law Some of the possible problems were explained and the countermeasures were given.

【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

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