A公司营销渠道改进研究
发布时间：2019-02-13 07:04
【摘要】：近年来,手机产品同质化严重,手机厂家的竞争由产品的竞争转化为广告促销与销售渠道的竞争。为了增强对产品销售末端的控制、降低营销成本,手机厂家越来越倾向于跨过中间商,直接与零售渠道进行合作。因此手机代理商受到上游厂家和下游渠道的双重威胁,在夹缝中求生。手机代理商只有通过建立自身强大的销售渠道,才更有可能获得手机产品的代理权,从而吸引更多优质渠道的加入。因此,手机代理商要不断地对自身的营销渠道进行诊断改进,才能适应市场的发展,建立其核心竞争力。本文从手机行业及其渠道的发展出发,引入A公司市场营销环境及渠道现状的分析。在此基础上,从流量、流速、流向三个维度对A公司现有渠道成员进行价值评估。在营销渠道管理方面,通过定量分析的方法,从渠道结构、渠道能力、渠道忠诚度三个方面对A公司营销渠道的静态管理进行诊断;通过座谈、调研的方法,从渠道策略制定、渠道策略执行两个方面对A公司动态管理进行诊断。根据渠道成员价值评估,渠道管理的静态、动态诊断,指出A公司目前营销渠道中存在的关于渠道成员和渠道管理的问题。针对这些问题,以及A公司营销渠道改进的目标和原则,从渠道结构、渠道管理的各个方面提出改进方案,并对改进方案的优点进行评价。最后则对改进方案的实施步骤及实施保障进行了论述。在对A公司营销渠道的实际问题进行解决的同时,可以给同类型的企业以借鉴参考。
[Abstract]:In recent years, the homogeneity of mobile phone products is serious, the competition of mobile phone manufacturers is transformed from the competition of products into the competition of advertising promotion and sales channels. In order to increase control over the end of product sales and reduce marketing costs, mobile phone manufacturers are increasingly inclined to step over middlemen and cooperate directly with retail channels. As a result, mobile phone agents by upstream manufacturers and downstream channels of dual threats, survival in the gap. Only through the establishment of its own strong sales channels, mobile phone agents are more likely to obtain the agency of mobile phone products, thus attracting more high-quality channels to join. Therefore, mobile phone agents should constantly improve their marketing channels in order to adapt to the development of the market and establish their core competitiveness. Based on the development of mobile phone industry and its channels, this paper analyzes the marketing environment and channel status of A Company. On this basis, the value of the existing channel members of company A is evaluated from three dimensions: flow rate, flow rate and flow direction. In the marketing channel management, through the quantitative analysis method, from the channel structure, the channel ability, the channel loyalty three aspects carries on the diagnosis to A company marketing channel static management; The dynamic management of company A is diagnosed from two aspects: channel strategy formulation and channel strategy execution. According to the value evaluation of channel members, the static and dynamic diagnosis of channel management, the problems about channel members and channel management in company A are pointed out. Aiming at these problems, as well as the goal and principle of marketing channel improvement in company A, the improvement scheme is put forward from the channel structure and channel management, and the advantages of the improvement scheme are evaluated. Finally, the implementation steps and implementation guarantee of the improved scheme are discussed. At the same time, it can be used for reference for the same type of enterprises.
【学位授予单位】：北京理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.63;F626
[Abstract]:In recent years, the homogeneity of mobile phone products is serious, the competition of mobile phone manufacturers is transformed from the competition of products into the competition of advertising promotion and sales channels. In order to increase control over the end of product sales and reduce marketing costs, mobile phone manufacturers are increasingly inclined to step over middlemen and cooperate directly with retail channels. As a result, mobile phone agents by upstream manufacturers and downstream channels of dual threats, survival in the gap. Only through the establishment of its own strong sales channels, mobile phone agents are more likely to obtain the agency of mobile phone products, thus attracting more high-quality channels to join. Therefore, mobile phone agents should constantly improve their marketing channels in order to adapt to the development of the market and establish their core competitiveness. Based on the development of mobile phone industry and its channels, this paper analyzes the marketing environment and channel status of A Company. On this basis, the value of the existing channel members of company A is evaluated from three dimensions: flow rate, flow rate and flow direction. In the marketing channel management, through the quantitative analysis method, from the channel structure, the channel ability, the channel loyalty three aspects carries on the diagnosis to A company marketing channel static management; The dynamic management of company A is diagnosed from two aspects: channel strategy formulation and channel strategy execution. According to the value evaluation of channel members, the static and dynamic diagnosis of channel management, the problems about channel members and channel management in company A are pointed out. Aiming at these problems, as well as the goal and principle of marketing channel improvement in company A, the improvement scheme is put forward from the channel structure and channel management, and the advantages of the improvement scheme are evaluated. Finally, the implementation steps and implementation guarantee of the improved scheme are discussed. At the same time, it can be used for reference for the same type of enterprises.
【学位授予单位】：北京理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.63;F626
【参考文献】
相关期刊论文 前10条
1 付宜强;;集团管控视阈下集团公司渠道管理研究[J];山东社会科学;2015年01期
2 骆岩峰;;电信企业渠道管理诊断指标体系的建立及其应用[J];西安邮电学院学报;2012年06期
3 宋滟泓;;中移动终端公司获厂商支持 TD产业链繁荣背后有困局[J];IT时代周刊;2011年17期
4 于若冰;葛晓燕;;渠道窜货现象及其治理措施[J];商业经济;2011年10期
5 刘涛;;手机销售借力互联网渠道[J];互联网天地;2011年02期
6 崔景波;;论我国手机市场营销渠道发展[J];经济研究导刊;2010年35期
7 王佳佳;;营销渠道理论综述[J];现代商贸工业;2010年21期
8 吴宏举;;渠道管理在市场营销中的重要作用[J];中国商贸;2010年17期
9 郭洪仙;;深度营销渠道竞争优势分析[J];商业研究;2009年12期
10 唐鸿;;营销渠道权力对渠道关系质量影响的实证分析[J];软科学;2009年11期
相关博士学位论文 前1条
1 蒋青云;营销渠道理论的“学习范式”研究[D];复旦大学;2007年
相关硕士学位论文 前6条
1 樊伟;中国移动通信集团终端有限公司山东分公司竞争战略研究[D];山东大学;2014年
2 陈曦;合肥鸿飞通讯公司手机营销渠道研究[D];安徽大学;2013年
3 马U，
本文编号：2421300
本文链接：https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/2421300.html
