DS-DDS事业部项目营销渠道问题及对策研究

发布时间：2018-01-14 04:33

本文关键词：DS-DDS事业部项目营销渠道问题及对策研究　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着市场经济的不断深化,外加全球市场需求的不确定性大大增加,企业间的竞争日益激烈,更多的企业也开始重视公司新的增长点,希望通过合理的渠道管理实现均衡发展,对工业品制造业企业来说,传统的营销渠道已经不能适应市场的发展,如何建立有效的渠道管理,提高渠道的运行效率,对于市场的扩张和增长极具战略意义。本文从营销渠道相关理论为指导,以DS-DDS事业部项目渠道为研究对象,通过深入分析研究,总结DDS事业部项目渠道管理的存在的主要问题,进而结合DS-DDS事业部的实际,对营销渠道问题提出改进对策。在渠道策略设计中从渠道的选择,渠道结构等方面进行深入地设计,以客户为中心,以市场为向导,改进现有的营销渠道模式,并明确DDS事业部渠道策略改进的目标,正确调整渠道的销售理念、渠道扁平化的结构、渠道的选择标准、建立细分的营销渠道；针对渠道设计提出了渠道改进策略的实施保障,在渠道管理与控制方面,DDS要加强对渠道的管理力度,从渠道的销售策略、渠道的选择、渠道的沟通、培训、渠道的冲突管理等方面入手,提出渠道销售的价格策略、区域策略、渠道的培训、渠道的激励、渠道冲突管理的实施保障措施,确保渠道改进策略的有效实施。希望通过营销渠道管理来促进DS-DDS事业部销售业务增长,实现公司的可持续发展。本文的研究对类似的工业品跨国企业及国内同行企业的渠道营销具有一定的借鉴与指导作用。
[Abstract]:With the deepening of the market economy and the uncertainty of the global market demand, the competition between enterprises is becoming increasingly fierce, more and more enterprises begin to attach importance to the new growth point of the company. Hope to achieve balanced development through reasonable channel management, for industrial products manufacturing enterprises, the traditional marketing channels can no longer adapt to the development of the market, how to establish effective channel management. Improving the operational efficiency of the channel is of strategic significance for the expansion and growth of the market. This paper takes the DS-DDS project channel as the research object under the guidance of the marketing channel theory. Through in-depth analysis and research, summed up the main problems of DDS project channel management, and then combined with the reality of the DS-DDS division. In the channel strategy design from the channel selection, channel structure and other aspects of in-depth design, customer as the center, market as the guide, improve the existing marketing channel model. And clear the DDS division channel strategy improvement goal, the correct adjustment channel sales idea, the channel flat structure, the channel choice standard, establishes the subdivision marketing channel; According to the channel design, the implementation guarantee of channel improvement strategy is put forward. In the aspect of channel management and control, DDS should strengthen the channel management, from the channel sales strategy, channel choice, channel communication. Training, channel conflict management and other aspects of the proposed channel sales price strategy, regional strategy, channel training, channel incentives, channel conflict management implementation of security measures. Ensure the effective implementation of the channel improvement strategy. We hope to promote the DS-DDS sales growth through the marketing channel management. To realize the sustainable development of the company, the research in this paper has a certain reference and guidance role for similar industrial multinational enterprises and domestic counterparts in the channel marketing.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.6

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