电子商务背景下品牌男鞋省级代理商B公司的营销渠道优化研究

发布时间：2018-04-04 18:18

本文选题：电子商务　切入点：品牌男鞋　出处：《南昌大学》2015年硕士论文

【摘要】：电子商务是一种由信息网络技术催生出来的新型的商务活动形式。近些年来,电子商务迅猛发展,给世界经济格局与商业环境带来重大变革,企业网络营销渠道的构建给传统营销渠道带来冲击。但不是说两者不能共存,两者各有优缺点。传统营销渠道,可以增强用户体验,保护品牌形象,但是销售市场有限。网络营销渠道的兴起,可以节省销售成本,开发新市场,但是时常面临物流滞后和网络安全的弊端。现代企业越来越重视在传统营销渠道基础上再构建出线上营销渠道,最终形成一种线上线下营销渠道并存的复合营销模式。但是这种模式下,多营销渠道之间会产生各种冲突,如同一层次中间商之间的冲突,同一渠道不同层次企业之间的冲突,不同渠道服务于同一目标市场时所产生的冲突,各渠道成员为各自的利益难免互相倾轧。为了分析产生冲突的原因,并提出渠道优化的解决办法,本文以B公司为案例进行探讨,综合运用多种企业管理理论和数据分析法,分析B公司营销渠道现状与问题。研究发现,公司水平渠道、垂直渠道、多营销渠道之间都存在冲突,这给企业销售额带来不利影响。企业在设计分销渠道的时候会考虑不同角度、不同利益和不同方法等诸多因素,这会导致渠道冲突不可避免,只是程度不同,因此渠道优化设计就显得尤为必要。本文结合B公司多营销渠道的绩效分析,针对B公司多渠道冲突,从营销渠道选择、营销渠道运作和营销渠道管理三个方面完善B公司营销渠道优化设计。
[Abstract]:E-commerce is a new type of business activity born out of information network technology.In recent years, the rapid development of electronic commerce has brought great changes to the world economic pattern and business environment, and the construction of enterprise network marketing channels has brought impact to the traditional marketing channels.But it is not to say that the two can not coexist, each has its own advantages and disadvantages.Traditional marketing channels can enhance user experience and protect brand image, but the sales market is limited.The rise of network marketing channel can save sales cost and develop new market, but it often faces the disadvantages of logistics lag and network security.Modern enterprises pay more and more attention to reconstructing online marketing channels on the basis of traditional marketing channels, and finally form a compound marketing mode which coexists online and offline marketing channels.But in this mode, there will be a variety of conflicts between multiple marketing channels, such as conflicts between intermediaries at one level, conflicts between enterprises at different levels of the same channel, conflicts arising when different channels serve the same target market.Members of the channel for their own interests inevitably rolling over each other.In order to analyze the cause of conflict and put forward the solution of channel optimization, this paper takes B Company as a case study, synthetically uses various enterprise management theory and data analysis method to analyze the current situation and problems of B Company's marketing channel.It is found that there are conflicts among horizontal channels, vertical channels and multiple marketing channels, which have adverse effects on the sales of enterprises.When designing distribution channels, enterprises will consider many factors, such as different angles, different interests and different methods, which will lead to channel conflicts inevitably, but to different degrees, so channel optimization design is particularly necessary.Based on the performance analysis of company B's multi-channel, this paper consummates the optimization design of B company's marketing channel from three aspects: the choice of marketing channel, the operation of marketing channel and the management of marketing channel.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.86

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