PJ办公设备有限公司渠道管理研究

发布时间：2018-03-17 11:09

本文选题：办公设备　切入点：竞争战略　出处：《电子科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：20世纪50年代,市场营销组合这个概念第一次出现,尼尔?鲍顿提出了旨在指导企业营销实践的12因素“营销组合”策略,这一组合策略在理论上第一次对营销渠道策略理论的研究范围进行了较好的界定,20世纪60年代,麦卡锡提出了影响深远的4Ps组合策略,即产品策略、价格策略、渠道策略和促销策略,这一组合策略使的人们从较为繁杂的营销变数中找到了最为重要的因素,第一次提出了渠道策略的概念,渠道策略的概念提出以来,随着社会经济的快速发展,企业的管理者也越来越认识到渠道是企业越来越重要的资源,是企业核心竞争力的一个重要要素,对于企业的快速发展至关重要,对降低企业成本和提高企业竞争力具有重要意义。21世纪,互联网的快速发展,信息时代已经来临,全球经济的一体化进程越来越快,企业置身于各种千变万化的环境之中,经营环境的变化导致企业的竞争压力也越来越大,产业边界同时也变得日益模糊,产业结构的不确定性也在增加,如何能够持续的发展,在激烈的市场竞争中能够领先一步,赢得竞争优势,是每一个企业管理者面临和思考的难题,PJ办公后来进入国内市场,如何能在竞争激烈的行业环境中生存并发展,并且能够取得更大的市场占有率,机遇与挑战并存。因此,公司制定怎么样的战略规划,选择怎样的渠道策略非常重要。本文从中国办公设备行业的实际情况出发,对办公行业分销渠道的现状、PJ办公的营销战略、渠道策略进行了深入而全面的分析,运用营销管理的理论从内部和外部的营销环境对PJ进入国内市场的可行性进行分析;在内部环境分析中,以公司的竞争优势以及产品和技术为重点分析了公司所拥有的资源、能力和核心竞争力;在外部环境分析中,先从PJ办公现状和前景进行了分析,并从中发现巨大的市场机会;再运用波特五力模型对渠道竞争环境进行了系统的分析,确定PJ办公采用差异化的竞争战略,以中国办公行业的外部竞争环境、竞争能力为参照,结合对竞争品牌产品、渠道结构、规模、服务等分析,对PJ办公渠道策略的选择和渠道的进展现状进行了分析和研究;对公司未来运营管理方面进行了相关的规划和设计,运用市场营销的理论来确定人员组织结构、渠道的结构策略;运用渠道激励策略、控制策略,合理的配置公司的各种资源,积极发挥自身积累的企业优势,实现企业的长久发展。通过对办公设备行业和公司的相关分析,本文为企业管理者决策提供了可参考数据和资料,可成为出口OEM制造生产企业进入国内市场创立自己品牌分析的案例,同时,也为有意进入办公设备行业的同行企业提供了详细的分析及渠道策略的选择。论文计划共分为八章,第一章提出问题,研究的主要内容和方法、意义及研究的框架结构;第二章是渠道管理与建设的相关文献综述;第三章是PJ办公进入国内市场的营销环境分析;第四章基于PJ办公营销管理,包含在产品、价格、渠道、促销等具体的渠道结构策略;第五章PJ办公的渠道激励策略;第六章PJ办公的渠道控制策略;第七章PJ办公渠道策略的绩效;第八章研究结论、局限及展望。
[Abstract]:In 1950s, the marketing mix this concept first appeared, Neal Boughton presented to the 12 factors? "Marketing practice guidance enterprise marketing combination strategy, the combination strategy in theory for the first time the marketing channel strategy of research of the theory are well defined, in 1960s, Mccarthy proposed 4Ps strategy has far-reaching impact that is, product strategy, price strategy, channel strategy and promotion strategy, this strategy makes people from more complicated marketing variables to find the most important factors, first proposed the concept of channel strategy, since the concept of channel strategy, with the rapid development of social economy, enterprise management are increasingly aware of the channel is more and more important enterprise resources, is one of the important elements of the core competitiveness of enterprises, for the rapid development of enterprises is very important, The.21 has an important significance in reducing costs and improving the competitiveness of enterprises, the rapid development of the Internet, the information era is coming, the global economic integration process more and more quickly, enterprises in all the myriads of changes environment, leading to changes in the business environment of enterprises' competitive pressure is also growing, industry boundaries are becoming increasingly blurred at the same time industrial structure, uncertainty is increasing, how can sustainable development, can be a step ahead in the fierce competition in the market, win the competitive advantage, every enterprise managers face and thinking about the problem, PJ office later entered the domestic market, how to survive and develop in the fierce competition in the industry environment. And be able to achieve greater market share, both opportunities and challenges. Therefore, how the company strategic planning, how to choose the channel strategy is very important. This paper from the actual situation of Chinese office equipment industry of the distribution channel status of the office office industry, PJ marketing strategy, channel strategy conducted in-depth and comprehensive analysis, using the theory of marketing management marketing environment from the inside and outside of the feasibility of PJ to enter the domestic market analysis; in the internal environment analysis, to the company's competitive advantage and product and technology focus on the analysis of the company with the resources, capability and core competitiveness; in the analysis of the external environment, first from the PJ office status and prospects are analyzed, and the huge market opportunities from using Potter's five forces model; analyzes the channel competition environment sure, PJ office adopts differentiation strategy, to Chinese office industry external competitive environment, competition ability as the reference, the combination of competing brands, channel structure, scale, service The analysis, carried out analysis and research progress of PJ channel selection and channel strategy of the office of the company; the future operation and management of planning and design, to determine the organizational structure using the theory of marketing strategy, channel structure; use channel incentive strategy, control strategy, resources reasonable the allocation of the company, and actively play their own accumulated business advantage, and the long-term development of enterprises. Through the analysis of office equipment industry and company, this paper provides reference data and information for the enterprise management decision, can become the creation of their own brand analysis case, export OEM manufacturing enterprises to enter the domestic market at the same time, also provide a detailed analysis and channel strategy choice to enter the office equipment industry peer companies. This article is divided into eight chapters, the first chapter puts forward the problems, research The main contents and methods, frame structure and research significance; the second chapter is a literature review of channel management and construction; the third chapter is the analysis of the PJ office to enter the domestic market marketing environment; marketing PJ office management based on the fourth chapter, contained in the product, price, channel, promotion of specific channel structure strategy marketing strategy; incentive the fifth chapter PJ office channels; control strategy sixth: PJ Office of the channel; the seventh chapter PJ Office channel strategy performance; the eighth chapter research conclusion, limitations and prospects.

【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6

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