SL公司挖掘机营销渠道管理改进研究
发布时间：2018-07-17 18:23
【摘要】：SL公司于1972年创建,是国际化的工程机械领先企业,国家高新技术企业。SL公司主要产品有装载机、挖掘机、路面机械等三大系列、一百多个品种。其中SL公司挖掘机2010年开始进入市场,虽然起步较晚,但搭乘工程机械高速发展时段,取得了较好的业绩。近几年受全球经济低迷及国家宏观调控影响,SL公司挖掘机销量增幅出现下滑,2013年SL公司挖掘机开始陆续暴露出营销渠道在高速发展中的问题——销量锐减、资金短缺、客户欠款严重、二手及法务机占用资金大、回款及库存消化压力大等。这些问题倒逼着SL公司认清当前市场经济严峻形势,对营销渠道高效健康运营做出深入思考,确保企业长久生存及发展。本论文介绍了选题背景,明确了研究的意义和思路,确定了本论文的研究方法是文献调查法、案例分析法、比较研究法、图表解析法等方法。系统综述了营销渠道相关理论,界定了相关营销渠道的概念,明确了本论文理论的来源。详细阐述了国、内外营销渠道相关理论研究情况,以及国内外营销渠道相关理论的研究现状,为本论文提出营销渠道管理改进打下理论基础。本论文详细阐述了挖掘机行业的三大主要营销渠道模式以及主要竞争品牌的营销渠道模式情况,深入分析了SL公司挖掘机营销渠道现状,同时指出了SL公司挖掘机营销渠道的主要特点及存在的问题。通过运用所学的PEST分析、竞争五力模型分析及SWOT分析等管理工具,对SL公司挖掘机营销渠道环境进行了详细分析,为SL公司挖掘机营销渠道管理改进指明了方向。本论文提出了SL公司挖掘机营销渠道管理改进的目标和依据,设计出了改进后的营销渠道结构,提出了挖掘机营销渠道管理改进成功实施的改进方案和保障措施,最后通过销售、服务、库存等几个方面阐述了营销渠道管理改进的实施效果。本论文主要由七部分组成,第一部分是导论,主要论述了本论文选题的背景、意义、研究方法、创新点以及写作思路和论文框架等。第二部分主要是关于相关理论综述,明确中、西方营销渠道理论研究的态势和最新研究成果。第三部分主要论述了中国挖掘机行业采取的主要营销渠道模式和结构,阐述了SL公司挖掘机营销渠道现状及特征。第四部分论述了当前SL公司挖掘机营销渠道环境的分析。第五部分主要论述了SL公司挖掘机营销渠道管理改进目标和原则、改进思路和结构,并提出了营销渠道管理改进方案。第六部分主要论述了SL公司挖掘机营销渠道管理改进的保障措施及实施效果。第七部分是结论与展望,主要是对本论文的研究做出结论及启示,并展望了营销渠道管理的改进要随着行业和市场的发展而不断改变和创新。
[Abstract]:SL Company was founded in 1972, is an international leading enterprise in construction machinery. The main products of National High-tech Enterprise. SL Company are loaders, excavators, road machinery and other three series, more than 100 varieties. SL company began to enter the market in 2010, although the start is late, but by construction machinery high-speed development period, achieved good results. In recent years, under the influence of the global economic downturn and the national macroeconomic regulation and control, the sales volume of SL company excavators has declined. In 2013, SL company excavators began to expose the problems in the rapid development of marketing channels-the sales volume has plummeted and the funds are short. Customer debt is serious, second-hand and legal machines occupy large capital, return and inventory digestion pressure, and so on. These problems force SL Company to recognize the severe situation of the current market economy, to make a deep thinking on the efficient and healthy operation of marketing channels, and to ensure the long-term survival and development of the enterprises. This paper introduces the background of the topic, clarifies the significance and thinking of the research, and determines that the research methods of this paper are literature survey, case analysis, comparative research, chart analysis and so on. This paper systematically summarizes the relevant theories of marketing channels, defines the concept of relevant marketing channels, and clarifies the source of the theory of this paper. This paper expatiates the research situation of marketing channel theory at home and abroad, and the research status of marketing channel theory at home and abroad, which lays a theoretical foundation for the improvement of marketing channel management in this paper. In this paper, the three main marketing channel models of excavator industry and the marketing channel mode of main competitive brands are described in detail, and the current situation of the marketing channel of SL company excavator is deeply analyzed. At the same time, it points out the main characteristics and existing problems of the marketing channel of the excavator in SL Company. By using pest analysis, competitive model analysis and SWOT analysis, this paper makes a detailed analysis on the marketing channel environment of SL company's excavator, and points out the direction for improving the marketing channel management of SL company's excavator marketing channel. This paper puts forward the aim and basis of the marketing channel management improvement of SL company, designs the improved marketing channel structure, and puts forward the improvement scheme and guarantee measures of the successful implementation of the excavator marketing channel management improvement. Finally, through sales, service, inventory and other aspects of the implementation of marketing channel management improvement. This paper is composed of seven parts, the first part is an introduction, mainly discusses the background, significance, research methods, innovation, writing ideas and the framework of the thesis. The second part is mainly about the relevant theory review, clear, western marketing channel theory research situation and the latest research results. The third part mainly discusses the main marketing channel mode and structure adopted by the excavator industry in China, and expounds the current situation and characteristics of the marketing channel of the excavator in SL Company. The fourth part discusses the current SL company excavator marketing channel environment analysis. The fifth part mainly discusses the marketing channel management of SL company excavator marketing channel management improvement objectives and principles, improving ideas and structures, and proposed a marketing channel management improvement scheme. The sixth part mainly discusses the safeguard measures and the effect of SL company excavator marketing channel management improvement. The seventh part is the conclusion and prospect, mainly makes the conclusion and the enlightenment to the research of this paper, and forecasts the marketing channel management improvement to change and the innovation unceasingly with the industry and the market development.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F274
本文编号：2130536
[Abstract]:SL Company was founded in 1972, is an international leading enterprise in construction machinery. The main products of National High-tech Enterprise. SL Company are loaders, excavators, road machinery and other three series, more than 100 varieties. SL company began to enter the market in 2010, although the start is late, but by construction machinery high-speed development period, achieved good results. In recent years, under the influence of the global economic downturn and the national macroeconomic regulation and control, the sales volume of SL company excavators has declined. In 2013, SL company excavators began to expose the problems in the rapid development of marketing channels-the sales volume has plummeted and the funds are short. Customer debt is serious, second-hand and legal machines occupy large capital, return and inventory digestion pressure, and so on. These problems force SL Company to recognize the severe situation of the current market economy, to make a deep thinking on the efficient and healthy operation of marketing channels, and to ensure the long-term survival and development of the enterprises. This paper introduces the background of the topic, clarifies the significance and thinking of the research, and determines that the research methods of this paper are literature survey, case analysis, comparative research, chart analysis and so on. This paper systematically summarizes the relevant theories of marketing channels, defines the concept of relevant marketing channels, and clarifies the source of the theory of this paper. This paper expatiates the research situation of marketing channel theory at home and abroad, and the research status of marketing channel theory at home and abroad, which lays a theoretical foundation for the improvement of marketing channel management in this paper. In this paper, the three main marketing channel models of excavator industry and the marketing channel mode of main competitive brands are described in detail, and the current situation of the marketing channel of SL company excavator is deeply analyzed. At the same time, it points out the main characteristics and existing problems of the marketing channel of the excavator in SL Company. By using pest analysis, competitive model analysis and SWOT analysis, this paper makes a detailed analysis on the marketing channel environment of SL company's excavator, and points out the direction for improving the marketing channel management of SL company's excavator marketing channel. This paper puts forward the aim and basis of the marketing channel management improvement of SL company, designs the improved marketing channel structure, and puts forward the improvement scheme and guarantee measures of the successful implementation of the excavator marketing channel management improvement. Finally, through sales, service, inventory and other aspects of the implementation of marketing channel management improvement. This paper is composed of seven parts, the first part is an introduction, mainly discusses the background, significance, research methods, innovation, writing ideas and the framework of the thesis. The second part is mainly about the relevant theory review, clear, western marketing channel theory research situation and the latest research results. The third part mainly discusses the main marketing channel mode and structure adopted by the excavator industry in China, and expounds the current situation and characteristics of the marketing channel of the excavator in SL Company. The fourth part discusses the current SL company excavator marketing channel environment analysis. The fifth part mainly discusses the marketing channel management of SL company excavator marketing channel management improvement objectives and principles, improving ideas and structures, and proposed a marketing channel management improvement scheme. The sixth part mainly discusses the safeguard measures and the effect of SL company excavator marketing channel management improvement. The seventh part is the conclusion and prospect, mainly makes the conclusion and the enlightenment to the research of this paper, and forecasts the marketing channel management improvement to change and the innovation unceasingly with the industry and the market development.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.4;F274
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