Z公司营销渠道管理的优化研究

发布时间：2018-03-02 20:30

本文选题：Z公司　切入点：黄金珠宝　出处：《中国地质大学(北京)》2017年硕士论文　论文类型：学位论文

【摘要】：随着社会经济的快速发展,企业面临着日益激烈的市场竞争,在拓展企业经营规模和提升市场占有率的过程中,营销渠道的有效管理发挥着极其重要的作用。自2013年以来,随着金价的波动下跌以及市场竞争的加剧,Z公司销售业绩受到巨大冲击。公司随后制定了多项代理商优惠政策,试图降低成本、提升利润率。然而,由于其营销渠道管理存在问题,致使各项举措收效甚微。因此,Z公司迫切地需要对其营销渠道管理进行调整与优化。本文以Z公司营销渠道管理为研究对象,以营销渠道管理原理、组织管理原理和市场营销理论等为依据,利用实证研究方法,通过对Z公司营销渠道现状进行调查和分析,发现营销渠道管理方面所存在的问题,通过问题分析,提出Z公司营销渠道管理的优化措施。研究发现,在营销渠道管理方面,Z公司存在渠道成员矛盾、渠道价格管理不到位、渠道成员认定机制不健全、渠道成员信用管理机制缺失等一系列问题。渠道架构不合理、管理理念不先进、资金投入少是造成上述营销渠道管理问题的主要原因。本文以营销渠道建设理论为依据,提出了优化代理商渠道、缓解渠道成员资金压力、提升对渠道成员的控制力度、建立健全代理商评估体系、强化制度保证等一系列优化Z公司营销渠道管理的措施。为落实上述优化措施,应该实行保障营销渠道的支持与激励措施,建立营销渠道监控机制,实现营销渠道的通畅性和高效性。本文研究成果对Z公司提升运营水平与经济效益、进一步扩大市场份额有一定的促进作用,同时,也为国内企业尤其是黄金珠宝行业解决营销渠道管理中的问题提供了有益借鉴和启发。
[Abstract]:With the rapid development of social economy, enterprises are facing increasingly fierce market competition, in the process of expanding business scale and increase market share in the effective management of the marketing channel plays a very important role. Since 2013, with the decline in the volatility of gold and the intensification of market competition, the sales performance of Z company is huge the impact of the development of a number of agents. The company then preferential policies, attempting to reduce costs and improve profit margins. However, due to its marketing channel management problems, resulting in various initiatives have little effect. Therefore, Z company urgently needs to adjust and optimize the marketing channel management. Based on the marketing channel management of Z company as the research object. According to the principle of marketing channel management, on the basis of organizational management principle and the marketing theory, using the empirical research method, through the investigation of the present situation of the marketing channel of Z company And analysis, found out the existing marketing channel management problems, through the analysis of problems, put forward measures to optimize the marketing channel management of Z company. The study found that in the management of marketing channels, there is contradiction between channel members of Z company, the price channel management is not in place, the channel member recognition mechanism is not perfect, a series of problems of credit management of channel members lack of mechanism. The channel structure is not reasonable, management is not advanced, less capital investment is a major cause of the marketing channel management problems. In this paper, the construction of marketing channel theory, put forward the optimization of channel, channel members alleviate financial pressure, increase efforts to control the channel members, establish and perfect the evaluation system of agents, strengthening marketing channel management system guarantee a series of optimization of Z company. Measures for the implementation of these optimization measures, should implement security support and exciting marketing channels Incentives, the establishment of marketing channels and monitoring mechanism, to achieve smooth and efficient marketing channels. The research of Z company to enhance the operational level and economic benefit, to further expand market share have a certain role in promoting, at the same time, also for the domestic enterprises especially the gold jewelry industry to solve the problems in the management of marketing channels to provide a useful reference and inspiration.

【学位授予单位】：中国地质大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.8

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