AC公司LOW-E玻璃营销渠道优化研究

发布时间：2018-04-04 13:31

本文选题：LOW-E玻璃　切入点：渠道结构　出处：《兰州交通大学》2015年硕士论文

【摘要】：AC公司从2011年开始将主业由彩色电视机显像玻壳逐步向浮法玻璃及LOW-E节能玻璃转型。CRT行业属于电子玻璃行业,其技术、资金门槛高,行业内各企业均属于大中型企业,除海外客户存在代理商,其它大多采用直销模式。而浮法玻璃及LOW-E节能玻璃主要属于建筑行业,行业门槛低,行业内企业大多规模较小,制造商主要通过经销商进行销售,营销渠道发挥着重要的作用。相比CRT行业,营销模式和营销渠道发生了显著的变化。近年来,LOW-E玻璃市场需求增长迅速,同时基于对节能建筑的发展预期,LOW-E玻璃产能也随之快速扩张。短短三年时间,LOW-E玻璃市场从供求相对平衡转向产能严重过剩,从注重品牌效应转向同质化竞争严重,从高端市场转向大众市场,从对价格不敏感转向对价格异常敏感。市场特点的变化需要对营销渠道进行调整优化,市场竞争的加剧需要制造商根据自身的特点和未来的发展定位,构建一套更加科学的营销渠道。本论文以AC公司LOW-E玻璃为研究对象,以营销渠道优化的相关理论为指导,分析了影响AC公司LOW-E玻璃营销渠道的因素、公司LOW-E玻璃营销渠道的现状以及存在的问题。针对存在的问题,提出了营销渠道优化目标,并从渠道结构优化及渠道管理优化两方面提出公司LOW-E玻璃营销渠道优化建议,对优化前后的绩效进行了对比。研究认为,AC公司应不断探索适合公司产品的营销渠道,公司LOW-E玻璃营销渠道的优化需要从渠道结构调整与管理优化两方面入手,争取更大的渠道竞争优势。本文的建议在AC公司LOW-E玻璃渠道革新工作中得以实施,使公司渠道业绩获得一定的提高。希望论文研究成果也能对同类企业构建营销渠道具有一定借鉴意义。优化建议在实施过程中亦发现,研究对影响AC公司经营业绩的渠道因素分析不够系统全面,分析方法创新性不足,一些问题仍然无法得到明显改善。
[Abstract]:Since 2011, AC Company has gradually transformed its main business from color TV imaging glass shell to float glass and LOW-E energy-saving glass. CRT industry belongs to electronic glass industry. Its technology and capital threshold are high, and all enterprises in the industry belong to large and medium-sized enterprises.In addition to overseas customers in the presence of agents, most of the other direct selling mode.The float glass and LOW-E energy-saving glass mainly belong to the construction industry, the industry threshold is low, the industry enterprise scale is mostly small, the manufacturer mainly sells through the dealer, the marketing channel plays an important role.Compared with the CRT industry, the marketing model and marketing channels have undergone significant changes.In recent years, the demand for LOW-E glass market has increased rapidly, and the production capacity of LOW-E glass has expanded rapidly based on the expectation of the development of energy-saving buildings.In a short period of three years, the LOW-E glass market has shifted from the relative balance between supply and demand to serious overcapacity, from the focus on brand effect to the homogeneous competition, from the high-end market to the mass market, from price insensitivity to price sensitivity.The change of market characteristics needs to adjust and optimize the marketing channels, and the aggravation of market competition requires manufacturers to construct a more scientific marketing channel according to their own characteristics and future development orientation.This paper takes LOW-E glass of AC company as the research object, taking the relevant theory of marketing channel optimization as the guidance, analyzes the factors that affect the marketing channel of LOW-E glass in AC company, the present situation and the existing problems of the marketing channel of LOW-E glass in AC company.Aiming at the existing problems, this paper puts forward the target of marketing channel optimization, and puts forward the suggestions of LOW-E glass marketing channel optimization from the aspects of channel structure optimization and channel management optimization, and compares the performance before and after the optimization.It is believed that the company should constantly explore the marketing channel suitable for the company's products, and the optimization of the LOW-E glass marketing channel should start with the adjustment of the channel structure and the optimization of the management, in order to strive for a greater competitive advantage of the channel.The suggestions in this paper are implemented in the innovation of LOW-E glass channel in AC Company, and the channel performance of AC Company can be improved to a certain extent.I hope the research results can also be used for reference for similar enterprises to build marketing channels.In the process of implementing the optimization suggestion, it is found that the analysis of the channel factors affecting the performance of AC company is not systematic and comprehensive, the analysis method is not enough innovative, and some problems can not be improved obviously.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.71

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