SY公司安全套营销渠道案例研究

发布时间：2018-03-30 04:09

本文选题：安全套　切入点：营销渠道　出处：《广东财经大学》2017年硕士论文

【摘要】：全球化趋势给传统企业的发展带来了机遇与威胁,人类思想文化的解放推动了安全套行业的发展。纵观当今国内安全套市场,品牌多样、竞争激烈,各安全套企业主要通过价格、广告等方式进行较量,忽视了对营销渠道的完善。企业要长期稳定发展,就需要完善自身产品营销渠道、形成企业竞争优势。SY公司作为本土安全套龙头企业,已经获得多项认证及荣誉,但是在竞争中也逐步暴露出其渠道管理存在不少问题,为适应新的安全套市场环境,SY公司优化安全套营销渠道是非常必要的。针对安全套营销渠道的研究较少,大部分文献都是从整个安全套企业管理大方向进行研究。本课题以SY公司安全套为研究对象,在明晰营销渠道定义、营销渠道结构模式、营销渠道激励、营销渠道关系等相关理论基础上,对国内外营销渠道的研究进行综述与分析,重点研究了该公司发展中面临的机遇与威胁,系统地该公司营销渠道存在困境,并为SY公司安全套渠道管理提出优化措施。因此,本课题有助于丰富安全套营销渠道的相关理论,加强对国内企业安全套营销渠道研究是具有较强的意义。本课题主要采用了访谈法、调查分析法、案例分析法、文献研究法、理论与实际相结合等研究方法。首先,介绍了案例发生的背景,运用SWOT分析公司对SY公司的优势劣势以及面临机遇威胁进行分析。接着本课题从营销渠道发展历史、营销渠道结构、营销渠道成员以及营销渠道激励方面分析SY公司安全套营销渠道现状,并系统归纳出该公司营销渠道存在的困境。最后,从完善营销渠道结构、加强零售经销商激励、加强营销渠道管理、完善营销渠道冲突解决机制以及加强对营销渠道成员评估等方面,为SY公司未来的发展提出了渠道优化建议。本课题研究在调查数据收集、国内外形势分析方面存在一定的瑕疵与不足,在接下来的研究中有望改进。
[Abstract]:The trend of globalization has brought opportunities and threats to the development of traditional enterprises, and the liberation of human ideology and culture has promoted the development of condom industry. Condom companies compete mainly through price, advertising and other means, ignoring the improvement of marketing channels. Enterprises need to improve their own marketing channels for long-term stable development. As a leading local condom company, SY has been awarded many certifications and honours, but in the competition, it has gradually exposed many problems in its channel management. In order to adapt to the new condom market environment, it is very necessary for Y Company to optimize the condom marketing channel. Most of the literature is from the general direction of condom management. This topic takes sy company condom as the research object, in clear definition of marketing channel, marketing channel structure model, marketing channel incentive, On the basis of marketing channel relationship and other related theories, this paper summarizes and analyzes the domestic and foreign marketing channel research, focuses on the opportunities and threats faced by the company in its development, and systematically analyzes the predicament of the company's marketing channel. And put forward optimization measures for condom channel management of sy Company. Therefore, this topic is helpful to enrich the relevant theory of condom marketing channel, It is of great significance to strengthen the research on condom marketing channels in domestic enterprises. This subject mainly adopts the methods of interview, investigation analysis, case analysis, literature research, theory and practice. This paper introduces the background of the case, uses SWOT to analyze the advantage and disadvantage of sy Company and faces the opportunity threat. Then, the thesis analyzes the history of marketing channel and the structure of marketing channel. Marketing channel members and marketing channel incentive aspects of condom marketing channel analysis sy company, and systematically summed up the company's marketing channel difficulties. Finally, from the improvement of marketing channel structure, strengthen the retail distributor incentives, Strengthening the management of marketing channels, perfecting the mechanism of resolving the conflicts of marketing channels, and strengthening the evaluation of marketing channel members, this paper puts forward some suggestions for the future development of sy Company. Domestic and foreign situation analysis has some defects and deficiencies, in the following research is expected to improve.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.7

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