L服装公司营销渠道整合研究
发布时间：2018-07-13 12:10
【摘要】：企业要想在市场竞争中取胜,就必须对传统营销渠道体系进行创新,根据企业特定目标市场的需求特点对营销渠道进行系统分析,实施渠道整合。渠道是连接企业和顾客的桥梁,通过渠道产品才能变成商品,公司才能将商品变成资金。随着市场竞争的日益激烈,各公司之间的竞争实际上是渠道之间的竞争。本文以L公司(拉飞逸,简称L服装公司)营销渠道整合为研究对象,采用理论研究和个案分析相结合的方法,在归纳总结国内外有关营销渠道整合研究成果和本人在企业的具体实践与工作经验的基础上,结合L公司营销渠道管理的现状和问题,提出了L公司实施渠道整合的必要性,并就L公司如何依托自身优势进行渠道整合设计了方案,包括整合的依据、原则和目标,整合的思路和框架、整合的实施策略和保障措施等,从而达到掌控渠道,提升渠道效率的目的。本文针对L公司的研究成果,同样可以为其他企业的渠道整合提供参考；同时,论文的全部研究成果都可以为服装企业的渠道整合提供理论借鉴和实践指导。
[Abstract]:If an enterprise wants to win in the market competition, it must innovate the traditional marketing channel system, analyze the marketing channel systematically according to the demand characteristics of the enterprise's specific target market, and implement the channel integration. The channel is the bridge between the enterprise and the customer. Only through the channel product can the product become the commodity, the company can turn the commodity into the capital. With the increasingly fierce competition in the market, the competition among companies is actually the competition between channels. This paper takes L Company (L Garment Company for short) marketing channel integration as the research object, using the method of combining theoretical research and case analysis. On the basis of summing up the research results of marketing channel integration at home and abroad and the concrete practice and working experience of myself in the enterprise, combined with the current situation and problems of marketing channel management in company L, the necessity of implementing channel integration in company L is put forward. And how to rely on its own advantages channel integration design program, including the basis of integration, principles and objectives, integration ideas and frameworks, integration implementation strategies and safeguards, so as to achieve control channels, The purpose of improving channel efficiency. According to the research results of L Company, this paper can also provide reference for the channel integration of other enterprises; at the same time, all the research results of this paper can provide theoretical reference and practical guidance for the channel integration of garment enterprises.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.86
本文编号：2119328
[Abstract]:If an enterprise wants to win in the market competition, it must innovate the traditional marketing channel system, analyze the marketing channel systematically according to the demand characteristics of the enterprise's specific target market, and implement the channel integration. The channel is the bridge between the enterprise and the customer. Only through the channel product can the product become the commodity, the company can turn the commodity into the capital. With the increasingly fierce competition in the market, the competition among companies is actually the competition between channels. This paper takes L Company (L Garment Company for short) marketing channel integration as the research object, using the method of combining theoretical research and case analysis. On the basis of summing up the research results of marketing channel integration at home and abroad and the concrete practice and working experience of myself in the enterprise, combined with the current situation and problems of marketing channel management in company L, the necessity of implementing channel integration in company L is put forward. And how to rely on its own advantages channel integration design program, including the basis of integration, principles and objectives, integration ideas and frameworks, integration implementation strategies and safeguards, so as to achieve control channels, The purpose of improving channel efficiency. According to the research results of L Company, this paper can also provide reference for the channel integration of other enterprises; at the same time, all the research results of this paper can provide theoretical reference and practical guidance for the channel integration of garment enterprises.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.86
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