TH公司营销渠道诊断与优化研究

发布时间：2018-05-08 05:40

本文选题：特种纤维制造 + 营销渠道　；参考：《苏州大学》2015年硕士论文

【摘要】：随着市场竞争的加剧,企业原先的只通过产品、价格和关系等促销手段获取竞争优势的日子越发艰难,这就对营销管理渠道提出了更高的要求,良好的营销渠道管理对企业的日常经营有着非常重要的作用。TH公司是一家国有大型特种纤维制造企业,在特种纤维行业占据了国内市场的领导者地位。然而,在TH公司发展的同时也暴露出了许多的问题,尤其是在营销渠道管理方面的问题。本文以TH公司为研究样本,在进行了大量文献研究之后,首先阐述了中西方学者对营销渠道管理的基本理论,回顾了有关的理论。然后利用产品营销4Ps组合、PEST模型以及SWOT方法对TH公司的营销管理做了深刻的分析。接着对TH公司的营销渠道管理的形成、演变以及现状进行了全面的剖析,认为TH公司的渠道管理问题涵盖了渠道结构、渠道成员、渠道冲突等多个方面,最后针对TH公司营销渠道的具体问题结合渠道管理理论提出了优化方案设计思路,按照优化方案目标、策略思路和指导原则提出了最后的具体优化措施。本文力求以小见大,通过对TH公司营销渠道的深入分析,透视大型国有特种纤维制造企业在市场营销渠道中普遍存在的问题,并结合营销渠道管理的理论,针对相应的问题提出具体的解决方案,希望对特种纤维制造企业的营销渠道建设具有一定的参考意义。
[Abstract]:With the aggravation of market competition, it is more and more difficult for enterprises to obtain competitive advantages only through products, prices and relationships, which puts forward higher requirements for marketing management channels. Good marketing channel management plays a very important role in the daily operation of enterprises. Th company is a state-owned large special fiber manufacturing enterprise in the special fiber industry occupied the leading position in the domestic market. However, the development of th also exposed many problems, especially in marketing channel management. This paper takes th Company as the research sample, after a lot of literature research, firstly expounds the basic theory of marketing channel management of Chinese and western scholars, and reviews the relevant theories. Then, the marketing management of th Company is deeply analyzed by using the product marketing 4Ps combination pest model and SWOT method. Then, the formation, evolution and current situation of th company's marketing channel management are analyzed comprehensively. The author thinks that th company's channel management problems cover many aspects, such as channel structure, channel members, channel conflict and so on. Finally, aiming at the specific problems of th company's marketing channel and combining with the channel management theory, the paper puts forward the optimization scheme design thought, and puts forward the final concrete optimization measures according to the optimization scheme goal, the strategy thought and the guiding principle. This paper tries to find out the whole through a small part, through the deep analysis of th company's marketing channel, perspective the common problems in the marketing channel of large state-owned special fiber manufacturing enterprise, and combine the theory of marketing channel management. Aiming at the corresponding problems, this paper puts forward specific solutions, hoping to have some reference significance for the marketing channel construction of special fiber manufacturing enterprises.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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