A制造企业营销渠道管理研究

发布时间：2018-08-16 15:12

【摘要】：随着全球一体化进程的加快,企业不仅需要面临国内市场的激烈竞争,还要考虑全球化带来的全新管理理念的冲击,而企业如何在惨烈的商场竞赛中脱颖而出,显得尤为重要。尤其在今天,产品同质化日益严重,产品促销方法趋见雷同,产品价格战愈打愈烈,企业必须找到方法,创建竞争者难以复制和超越的核心竞争力,而营销渠道,以其不可替代性和本地化成为企业制胜的关键。本文依托A企业的实际渠道管理案例,对环保设备制造企业面临的宏观环境、竞争环境进行分析,并结合企业自身的优劣势,面临的机会和威胁,以及A企业目前渠道管理现状,找出了企业在渠道管理上存在的问题、产生的原因以及解决的方法,笔者发现,A企业面临的渠道管理问题是国内中小企业普遍存在的,如企业缺少渠道管理战略目标及原则,产品定价混乱,渠道政策、标准不统一;渠道结构过宽,管理难度大;渠道控制能力弱;缺乏代理商评估与考核机制;缺少冲突管理机制。笔者借助自身在A企业6年的实际管理经验,针对企业存在的复杂问题,提出了一整套具有良好操作性的解决方案,例如,明确渠道管理原则、战略目标以及统一渠道管理标准、政策,重视渠道激励,重新进行营销渠道设计,重建代理商队伍以及渠道管理人才梯队,建立代理商培养与评估考核机制,增强企业渠道控制能力等,从大到小,从宏观到细节,都给出了切实有效的改进方法。笔者希望通过对A企业渠道管理模式的重塑,提升A企业的品牌竞争能力,实现企业的可持续发展。
[Abstract]:With the acceleration of the process of global integration, enterprises not only need to face the fierce competition in domestic market, but also consider the impact of the new management concept brought by globalization. It is particularly important for enterprises to stand out in the fierce market competition. Especially today, product homogenization is becoming more and more serious, product promotion methods are becoming more and more similar, and product price wars are becoming more and more fierce. Enterprises must find ways to create core competitiveness that competitors are difficult to replicate and surpass, while marketing channels, With its irreplaceable and localization become the key to the success of enterprises. Based on the actual channel management case of Enterprise A, this paper analyzes the macro environment and competition environment faced by the environmental protection equipment manufacturing enterprises, and combines the advantages and disadvantages of the enterprises themselves, the opportunities and threats they face. And the current situation of channel management in enterprise A, find out the existing problems, causes and solutions in the channel management of enterprises, the author found that the channel management problems faced by enterprises are common in domestic small and medium-sized enterprises. For example, enterprises lack strategic objectives and principles of channel management, product pricing is confused, channel policies and standards are not unified, channel structure is too wide, management is difficult, channel control ability is weak, lack of evaluation and assessment mechanism of agents; Lack of conflict management mechanisms. With the help of my six years' practical management experience in Enterprise A, the author puts forward a set of good operable solutions, such as clarifying the principle of channel management, aiming at the complex problems existing in the enterprise. Strategic objectives and unified channel management standards, policies, emphasis on channel incentives, re-design of marketing channels, reconstruction of agents and channel management personnel echelon, establishment of agent training and assessment mechanism, Enhancing the enterprise channel control ability, from big to small, from macro to detailed, gives effective improvement methods. The author hopes to improve the brand competition ability and realize the sustainable development of the A enterprise by reshaping the channel management mode of the A enterprise.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

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