GST公司营销渠道优化研究

发布时间：2018-05-07 08:12

本文选题：火灾自动报警 + 营销渠道　；参考：《燕山大学》2015年硕士论文

【摘要】：“企业的一半是营销”,营销应该是重点,营销渠道又是实现营销的重点。在当今互联网时代,企业传统单一的营销渠道已经不能完全适应企业发展了。企业要想获得稳定长足的发展就必须紧随社会的发展,改变原有的营销渠道或者营销模式。本论文以海湾安全技术有限公司(以下简称GST公司)为研究对象,通过文献研究、分析比较等研究方法,对企业内外部的营销环境进行分析,进一步明确公司应优化现有营销渠道,提高产品市场占有率,取得可持续发展。首先,对营销渠道的理论进行了介绍,包含营销渠道的内涵、设计、分类、结构等内容。为分析GST公司营销渠道现有情况提供了理论基础。其次,对GST公司现有的营销渠道进行了分析总结。根据火灾自动报警设备市场环境的变化趋势,并从火灾自动报警设备行业的特点出发,结合GST公司所处的内外部环境,分析GST公司目前营销渠道存在的问题,用以分析和寻找解决方案。再次,运用市场营销理论、战略管理理论、管理信息系统理论、绩效管理理论、一元线性回归预测法等,从营销渠道关系、渠道利益、激励管理等方面进行对GST公司的营销渠道进行了分析,得出了GST公司的竞争优劣势,以指导进行营销渠道的优化。最后,通过GST公司发挥自身优势、克服不足之处、把握市场机遇、避开各种威胁,对现有营销渠道进行优化,并制定出优化实施策略。
[Abstract]:"half of the enterprise is marketing", marketing should be the focus, marketing channel is the key to achieve marketing. In today's Internet era, the traditional single marketing channels of enterprises can not fully adapt to the development of enterprises. In order to achieve steady and rapid development, enterprises must follow the development of society and change the original marketing channel or marketing mode. This paper takes the Gulf Safety Technology Co., Ltd (GST Company) as the research object, through the literature research, analysis and comparison of research methods, to analyze the internal and external marketing environment of the enterprise. To further clarify the company should optimize the existing marketing channels, improve the market share of products, and achieve sustainable development. Firstly, the theory of marketing channel is introduced, including the connotation, design, classification and structure of marketing channel. It provides a theoretical basis for analyzing the current situation of marketing channel of GST Company. Secondly, the existing marketing channels of GST Company are analyzed and summarized. According to the changing trend of the market environment of automatic fire alarm equipment, and from the characteristics of fire automatic alarm equipment industry, combined with the internal and external environment of GST Company, this paper analyzes the problems existing in the marketing channel of GST Company at present. To analyze and find solutions. Thirdly, using marketing theory, strategic management theory, management information system theory, performance management theory, univariate linear regression forecasting method, etc., from marketing channel relationship, channel interests, etc. This paper analyzes the marketing channels of GST Company from the aspects of incentive management and draws the competitive advantages and disadvantages of GST Company in order to guide the optimization of marketing channels. Finally, through GST Company to play its own advantages, overcome shortcomings, seize the market opportunities, avoid all kinds of threats, to optimize the existing marketing channels, and formulate the optimized implementation strategy.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

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