MN公司在华渠道策略研究

发布时间：2018-03-03 09:57

本文选题：渠道策略　切入点：营销渠道　出处：《华东理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着科技的发展,企业的全球化步伐在进一步加快,同时,随之而来的行业竞争也越来越激烈。在工业品领域,当企业遇到发展受阻、业绩停滞等营销方面的问题时,更多的需要企业通过对其渠道的改进与创新来使摆脱困境。渠道的发展在工业品行业尤为关键。相对于普通消费品的渠道营销,工业品的渠道营销策略发展较晚,且之前的学者研究的也不是很多。本文首先从理论上对营销渠道特别是工业品营销渠道进行了概念界定,回顾了营销渠道的三种理论并梳理了其发展脉络。德国MACHEREY-NAGEL公司(以下简称MN公司)是一家有着百年历史的仪器制造公司,在环保检测行业拥有较高的市场认可度。MN上海分公司成立已有14年,然而近几年的销售业绩却一直停滞不前。本文以MN公司上海分公司为研究案例,对其所处的行业进行分析,针对公司在中国的渠道发展现状,指出公司当前所面临的渠道问题,并结合渠道管理的理论框架剖析了导致公司在渠道发展中存在问题的原因；最后提出了MN公司在渠道策略优化上的具体措施。本文希望能帮助MN公司提高销售业绩,摆脱目前的困境。同时,本文还希望能对其他出现类似问题的企业有一定的帮助作用。
[Abstract]:With the development of science and technology, the globalization of enterprises is speeding up, and the competition in industries is becoming more and more intense. In the field of industrial products, when enterprises encounter marketing problems such as blocked development and stagnant performance, More and more enterprises need to improve and innovate their channels to get rid of the predicament. The development of channels is particularly critical in the industry of industrial products. Compared with the channel marketing of ordinary consumer goods, the channel marketing strategy of industrial products is relatively late. And previous scholars have not studied much. Firstly, this paper defines the concept of marketing channel, especially industrial product marketing channel. This paper reviews the three theories of marketing channels and combs the development of them. MACHEREY-NAGEL Company of Germany (hereinafter referred to as MN Company) is a century-old instrument manufacturing company, It has been 14 years since the establishment of MN Shanghai Branch in the environmental protection testing industry, but its sales performance has been stagnant in recent years. This paper takes MN Shanghai Branch as a case study to analyze the industry in which it is located. According to the current situation of the company's channel development in China, this paper points out the channel problems faced by the company, and analyzes the causes of the problems in the channel development with the theoretical framework of channel management. Finally, the paper puts forward the specific measures of channel strategy optimization of MN Company. This paper hopes to help MN Company improve its sales performance and get rid of its current predicament. At the same time, this paper also hopes to be helpful to other enterprises with similar problems.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.4;F274

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