T公司营销渠道管理优化研究

发布时间：2018-01-19 01:20

本文关键词： 仪器仪表营销渠道竞争电商渠道优化　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着贸易全球化飞速发展及新的营销模式的兴起,作为传统的电子测试仪器行业,在新市场形势下面对严峻的挑战,如何能提高企业自身的核心竞争力,成为企业取得高市场占有率的关键。这就不得不提到一个因素营销渠道,渠道在产品营销中非常关键,其本地化等独特的功能成为企业营销取胜的特殊法宝。另外最近几年淘宝,京东等电子商务营销的繁荣,传统营销渠道模式面临着巨大的挑战,如何来平衡传统营销模式和新型的电子商务营销是企业面临的新的课题。我们以T公司实际的营销渠道体系作为参考,作为全球示波器市场占有率第一大电子测试仪器生产和销售商,从90年代开始在中国市场建立营销渠道体系至今已经20多年,取得了巨大的成功,不过随着市场的发展,代理商的壮大及消费行为的变化,T公司在传统的营销渠道管理中遇到的新的问题,例如经销商的忠诚度问题,如何处理经销商之间的恶性竞争,如何有效的评价和建立新经销商机制,没有进行经销商评估和分类管理制度、没有建立淘汰机制,应怎样优化管理体系以增加企业的竞争力。以T公司为例,结合营销理论描述了T公司营销渠道现状的问题,分析了T公司营销渠道管理模式的困境及原因,并为T公司提出建议如何优化营销渠道管理。
[Abstract]:With the rapid development of trade globalization and the rise of new marketing model, as a traditional electronic testing instrument industry, under the new market situation, how to improve the core competitiveness of enterprises. It becomes the key for enterprises to obtain high market share, which has to mention a factor marketing channel, which is very important in product marketing. Its localization and other unique functions have become a special magic weapon for enterprises to win marketing. In addition, in recent years, Taobao, JingDong and other e-commerce marketing prosperity, the traditional marketing channel model is facing great challenges. How to balance the traditional marketing model and the new e-commerce marketing is a new topic facing enterprises. We take the actual marketing channel system of T Company as the reference. As the world oscilloscope market share of the largest electronic testing instrument production and marketing, since 90s in the Chinese market to establish a marketing channel system for more than 20 years, has achieved great success. However, with the development of the market, the growth of agents and the change of consumer behavior, T company encountered new problems in the traditional marketing channel management, such as the loyalty of dealers. How to deal with the vicious competition among dealers, how to effectively evaluate and establish the new dealer mechanism, no dealer evaluation and classification management system, no elimination mechanism. How to optimize the management system to increase the competitiveness of enterprises. Taking T Company as an example, combined with the marketing theory to describe the current situation of T company marketing channel problems, analyze the plight and reasons of T company marketing channel management model. And put forward for T company how to optimize marketing channel management.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.6

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