广州伊凡生物科技有限公司营销渠道研究

发布时间：2018-01-07 21:44

本文关键词：广州伊凡生物科技有限公司营销渠道研究　出处：《石河子大学》2014年硕士论文　论文类型：学位论文

【摘要】：我国的化妆品行业通过30多年的发展,由弱到强不断壮大,取得了前所未有的成就。目前,中国化妆品市场已成为全球最大的新兴市场,在亚洲排名第二,仅次于日本。同时,我国化妆品市场销售额正以每年20%以上的速度在快速增长。面对如此巨大的市场诱惑,国内外化妆品企业都在疯狂抢夺中国市场。在国内,大量的中小化妆品企业,由于知名度不高、实力不强,在市场竞争中举步维艰。面对机遇和挑战,中小企业应该如何突破重重困难拥有自己的一席之地呢?营销渠道,作为实现销售产品的关键环节,对企业的生存和发展非常重要。对于中小化妆品企业而言,应该充分利用当前互联网技术的低成本优势,整合有限资源,为企业建立相对长期和稳定的渠道环境。本文以广州伊凡生物科技公司为例,首先从营销渠道的国内外研究成果着手,对营销渠道的相关理论进行了阐述;然后对广州伊凡生物科技公司的市场营销渠道现状和面临的内外环境进行了深入分析;最后对该公司的营销渠道管理提出了合理的营销渠道整合建议和实施方案。论文结构安排:第一章陈述研究背景、现状、意义和研究内容等;第二章对营销渠道的相关概念、功能意义并阐述了营销渠道管理的相关理论;第三、四章对广州伊凡生物科技有限公司进行渠道现状和环境进行了深入分析;第五章对广州伊凡生物科技公司营销渠道改进和实施提出了建议;第六章对本文的写作过程、相关的材料佐证做出说明、推导出正确的结论,对于广州伊凡生物科技公司的经营发展具有较好的参考指导作用。本论文理论联系实际,得益于本人所从事的广州伊凡生物科技公司的产品代理商角色。在写作过程中,我广泛研读国内外营销渠道理论的相关著作,通过深入分析,指出该公司在营销渠道管理方面存在的问题:比如营销渠道结构单一;代理分销制度难以贯彻实施;渠道建设缺少市场调研等。针对这些问题,本论文运用了营销学知识对化妆品市场进行细分、目标市场定位和SWOT分析等方法,提出相关的解决意见和营销渠道优化建议。同时指明公司在实施渠道管理过程中,将如何解决渠道冲突和经销商管理等系列问题。通过本论文的写作研究,对广州伊凡生物科技公司的营销渠道建设和管理提出了切实可行的办法,也希望对同行业的中小化妆品企业有借鉴和参考作用。
[Abstract]:Through more than 30 years of development, China's cosmetics industry has grown from weak to strong and has made unprecedented achievements. At present, China's cosmetics market has become the largest emerging market in the world, ranking second in Asia. Second only to Japan. At the same time, China's cosmetics market sales are growing at a rate of more than 20% per year. Facing such a huge market temptation. Domestic and foreign cosmetics enterprises are scrambling for the Chinese market. In China, a large number of small and medium-sized cosmetic enterprises, because of the low visibility, the strength is not strong, in the market competition is difficult, facing opportunities and challenges. How should small and medium-sized enterprises break through a lot of difficulties to have their own place? Marketing channel, as a key link to realize the sale of products, is very important for the survival and development of enterprises. For small and medium-sized cosmetic enterprises, we should make full use of the current low-cost advantages of Internet technology. Integration of limited resources for enterprises to establish a relatively long-term and stable channel environment. This paper takes Guangzhou Ivan Biotechnology Company as an example, first of all, from the marketing channels of domestic and foreign research results. The related theory of marketing channel is expounded. Then the marketing channels of Guangzhou Ivan Biotechnology Company and the internal and external environment are deeply analyzed. Finally, the author puts forward reasonable suggestions and implementation schemes for the marketing channel management of the company. Chapter one describes the background, status quo, significance and content of the research. In the second chapter, the related concepts, functions and theories of marketing channel management are discussed. The third and fourth chapter deeply analyzes the current situation and environment of Guangzhou Ivan Biotechnology Co., Ltd. Chapter 5th puts forward some suggestions on how to improve and implement the marketing channel of Guangzhou Ivan Biotechnology Company. Chapter 6th explains the writing process of this paper and the relevant supporting materials and deduces the correct conclusion. This paper has a good reference for the development of Guangzhou Ivan Biotechnology Company. This paper combines theory with practice. I am engaged in Guangzhou Yifan Biotechnology Company's role as a product agent. In the process of writing, I extensively read domestic and foreign marketing channel theory related works, through in-depth analysis. Pointed out the company in the marketing channel management problems: for example, single marketing channel structure; The agency distribution system is difficult to carry out; The channel construction lacks market research and so on. In view of these problems, this paper uses marketing knowledge to subdivide cosmetics market, target market positioning and SWOT analysis. At the same time, it points out how the company will solve the problems of channel conflict and dealer management in the process of implementing channel management. This paper puts forward some practical methods for the marketing channel construction and management of Guangzhou Ivan Biotechnology Company, and hopes that it can be used as a reference for the small and medium-sized cosmetic enterprises in the same industry.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

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