B公司工程机械配套件产品的营销渠道管理研究

发布时间：2018-03-05 12:07

本文选题：营销渠道管理　切入点：工程机械　出处：《湖南师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：营销渠道就是企业的产品最终到达消费者手中的全部通道,这一通道视具体企业、具体商品不同可直接、可间接、可长可短、可宽可窄。随着经济全球化的深入以及我国正逐步确立市场经济所有制,这意味着,我国企业将会面临更加激烈的市场竞争。面对这种新的经济形势,企业必须重视学习市场营销,掌握市场学的基本原理和方法,转变企业经营的指导思想,促进企业的发展。营销渠道是指企业的产品或者服务最终到达消费者手中一系列通道。营销渠道是企业市场营销不可或缺的重要组成要素。当前随着企业竞争的不断加剧,企业面临越来越复杂的国际和国内市场环境,要想实现企业的可持续发展,就必须重视企业的营销,重视企业营销渠道的建设,减少企业的营销成本,扩大市场占有率,提高企业的经营效率,促进企业的可持续发展。文章以B公司为研究对象,通过实地调查法、文献研究法和个案研究法等多种研究方法,研究了B公司营销渠道相关问题。本文首先分析了B公司发展的现状和面临的市场环境。并进一步分析了B公司当前营销渠道管理现状、存在的问题和成因B公司当前营销渠道建立中还存在诸多问题,首先,营销渠道人员短缺的现象,其次存在销售物流不到位,与此同时,不重视企业营销渠道的服务建设,另外在营销渠道建立中,经常出现窜货现象等等问题制约了该公司的营销渠道的可持续发展。究其主要原因,是因为B公司没有树立营销渠道战略意识以及营销渠道管理乏力所致。本文最后提出了B公司营销渠道建立的改进对策。基于对以上问题的分析,文章认为,B公司需要加大对销售物流的建设,引进培训渠道营销人才,注重窜货管理,对于质量绩效上佳的代理商给予有效激励等手段促进该公司营销渠道的建立。同时B公司需要制定营销渠道发展和培训计划,为该公司的营销渠道管理建设提供意见参考。
[Abstract]:Marketing channels are all channels through which the products of an enterprise finally reach the consumer. Depending on the specific enterprise, the specific goods can be direct, indirect, long or short. With the deepening of economic globalization and the gradual establishment of market economy ownership in China, this means that Chinese enterprises will face more intense market competition. Facing this new economic situation, Enterprises must attach importance to the study of marketing, master the basic principles and methods of marketing, and change the guiding ideology of enterprise management. To promote the development of enterprises. Marketing channels refer to a series of channels through which the products or services of an enterprise finally reach the consumers. Marketing channels are an indispensable and important element of enterprise marketing. Enterprises are facing more and more complex international and domestic market environment. In order to realize the sustainable development of enterprises, we must attach importance to the marketing of enterprises, attach importance to the construction of marketing channels of enterprises, reduce the marketing costs of enterprises, and expand their market share. This article takes B Company as the research object, through the field investigation method, the literature research method and the case study method and so on many kinds of research methods, the article takes the B company as the research object, the literature research method and the case study method and so on many kinds of research methods, This paper first analyzes the current situation of B Company's development and the market environment it faces, and further analyzes the current situation of B Company's marketing channel management. There are still many problems in the current marketing channel establishment of B Company. Firstly, there is a shortage of marketing channel personnel. Secondly, the sales logistics is not in place. At the same time, the service construction of enterprise marketing channel is not paid attention to. In addition, in the establishment of marketing channels, problems such as the phenomenon of channeling goods often occur, which restrict the sustainable development of the company's marketing channels. The main reasons are investigated. It is because B Company has not set up the marketing channel strategic consciousness and the marketing channel management is weak. Finally, this paper puts forward the improvement countermeasure of the B company marketing channel establishment. Based on the analysis of the above problems, The article holds that company B needs to increase the construction of sales logistics, introduce marketing personnel for training channels, and pay attention to the management of channeling goods. At the same time, Company B needs to formulate marketing channel development and training plan to provide advice for the construction of marketing channel management.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

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