BR公司营销渠道管理研究

发布时间：2018-03-18 10:20

本文选题：营销渠道　切入点：渠道管理　出处：《大连理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着全球经济一体化的趋势的演变,产品的趋同性变强,企业要想在激烈的市场竞争中立于不败之地,超乎常人的市场竞争力是制胜法宝。在风格迥异各显神通的资源优势中,营销渠道作为企业的一项无形资产脱颖而出,由于其短期内不可复制性和难以逾越,卓越的营销渠道已经成为企业趋之若鹜的长期战略部署。BR公司是博世集团的下属企业,自1978年进入中国市场,主要为传动与控制行业的高端工业客户提供技术领先的工业产品元件和系统解决方案。经过突飞猛进的发展阶段,目前公司的进入瓶颈阶段,业务停滞不前,公司的战略部署不能顺应目前飞速发展的市场变换,尤其在体现营销渠道方面,现有的营销渠道不能顺应天时地利人和,与目前的市场需求不匹配,已经影响了企业的竞争力和市场占有率,降低了企业渠道的运作效率和盈利能力,因此解决企业目前营销渠道管理出现的问题已经刻不容缓。本文基于营销渠道的相关理论工具,以BR公司为研究样本,深入研究了BR公司营销渠道的现状,针对BR公司渠道成员存在的问题,例如渠道成员的准入,信用风险的管控营销,成员伙伴的激励以及渠道间冲突的缓解等,深入分析产生上述问题的原因,据此提出了改进渠道成员选择标准,强化渠道冲突管理,建立渠道信用管理体系和建立合理的渠道成员激励制度。通过本篇论文的探讨分析,为企业的管理者在定夺营销渠道策略时提供依据,规范渠道伙伴的商业行为,强化企业营销渠道的聚合力和竞争力,提高企业渠道的日常运行效率,实现企业和渠道伙伴的和谐双赢。
[Abstract]:As the trend of global economic integration evolves and the convergence of products becomes stronger and stronger, if enterprises want to remain invincible in the fierce market competition, the market competitiveness beyond ordinary people is a magic weapon to win. As an intangible asset of an enterprise, the marketing channel stands out. Because of its inreplicable and insurmountable nature in the short term, the excellent marketing channel has become the long-term strategic deployment. Br company is a subsidiary of Bosch Group. Since 1978, the company has entered the Chinese market to provide advanced industrial components and system solutions for high-end industrial customers in the drive and control industry. After a rapid development, the company has entered the bottleneck stage. Business stagnates, the company's strategic deployment can not adapt to the current rapid development of the market changes, especially in the embodiment of marketing channels, the existing marketing channels can not adapt to the right place, not in line with the current market demand, It has affected the competitiveness and market share of enterprises, and reduced the operating efficiency and profitability of enterprises' channels. Therefore, it is urgent to solve the problems existing in marketing channel management. Based on the relevant theoretical tools of marketing channel, this paper takes Br Company as the research sample, and deeply studies the current situation of Br company's marketing channel. In view of the problems of channel members of Br Company, such as access of channel members, credit risk management and marketing, incentive of members' partners and mitigation of conflicts between channels, the causes of the above problems are analyzed in depth. Based on this, the paper puts forward to improve the selection criteria of channel members, strengthen channel conflict management, establish channel credit management system and establish reasonable incentive system for channel members. It provides the basis for the managers to decide the marketing channel strategy, standardizes the business behavior of the channel partners, strengthens the agglomeration and competitiveness of the enterprise marketing channel, and improves the daily running efficiency of the enterprise channel. Realize the harmonious win-win of enterprise and channel partner.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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