正大岳阳有限公司营销渠道优化研究

发布时间：2018-03-16 01:29

本文选题：渠道优化　切入点：营销渠道　出处：《中南林业科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：目前,我国饲料企业众多,随着市场化的程度越来越高,饲料企业之间的竞争态势也愈演愈烈,市场营销渠道成为企业占领市场制高点的突破口,岳阳地区位于洞庭湖平原,是湖南省的养殖业发达地区,正大饲料是第一批进入中国的老牌国外知名饲料企业,在我国饲料业中占有重要的行业地位,研究饲料企业营销渠道的优化对于企业保证其市场占有率具有至关重要的作用。本文以营销渠道战略和渠道关系、渠道管理等相关理论为基础,以正大岳阳有限公司为研究对象,笔者通过阅读相关参考文献和实地调研,从市场营销渠道的角度来研究正大饲料市场营销渠道状况,发现其存在的渠道问题并提出相应的优化对策。通过对正大岳阳有限公司在市场上的相关数据分析,分别从营销渠道模式、渠道流程、渠道结构等几个方面对正大岳阳有限公司的渠道现状做了概况,接下来是本文的重点研究部分,也是通过运用渠道相关理论联系实践具有现实作用的地方,通过笔者对公司现有市场进行调查分析,得出正大岳阳有限公司存在经销商经营水平较低,市场适应能力不足；渠道区域分布不合理,发展不平衡；渠道竞争力不强、渠道冲突管理不完善、渠道服务能力不足和渠道激励落实不到位等几个方面的问题,分别从这几个方面结合相关营销渠道知识提出相应的营销渠道优化策略。通过对本文的研究分析,希望能够改善正大岳阳有限公司的渠道管理,提高渠道效率,增强其市场竞争力。
[Abstract]:At present, there are many feed enterprises in our country. With the increasing degree of marketization, the competition among feed enterprises is becoming more and more intense. Marketing channels have become the breakthrough point for enterprises to occupy the commanding heights of the market. Yueyang area is located in Dongting Lake Plain. Zhengda Feed is the first group of well-known foreign feed enterprises to enter China. It occupies an important position in the feed industry of our country. The research on the optimization of marketing channels of feed enterprises plays an important role in ensuring their market share. This paper is based on the relevant theories of marketing channel strategy, channel relationship, channel management, etc. Taking Zhengda Yueyang Co., Ltd. as the research object, the author studied the situation of Zhengda feed marketing channel from the angle of marketing channel by reading relevant references and field investigation. Through the analysis of the relevant data of Zhengda Yueyang Co., Ltd in the market, respectively from the marketing channel model, channel flow, Channel structure and other aspects of the Zhengda Yueyang Co., Ltd. channel status of the status quo, followed by the focus of this study, but also through the use of channel related theory and practice has a practical role. Through the investigation and analysis of the company's existing market, the author draws the conclusion that the dealers of Zhengda Yueyang Co., Ltd. have low management level, insufficient market adaptability, unreasonable regional distribution of channels, unbalanced development, and weak channel competitiveness. Such problems as imperfect channel conflict management, insufficient channel service capacity and inadequate channel incentive implementation, Through the research and analysis of this paper, we hope to improve the channel management and improve the channel efficiency of Zhengda Yueyang Co., Ltd. Enhance its market competitiveness.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F324.6

【参考文献】