瑞贝卡发制品有限公司营销渠道管理研究

发布时间：2018-02-22 20:35

本文关键词： 发制品营销渠道渠道管理　出处：《中国海洋大学》2014年硕士论文　论文类型：学位论文

【摘要】：目前，全球发制品市场发展潜力非常巨大，欧美澳非洲等发制品市场已经发展成熟，走在全球市场的前列，引领着全球发制品市场的发展潮流。对比于全球其他国家市场，中国市场刚刚处于导入阶段，未来市场发展空间巨大。如何把握住这个千载难逢的机遇，快速布局国内市场，抢占国内市场份额，就成为了国内发制品厂商的头等问题。在发制品营销中，渠道仍然起着重要作用。渠道为王，得渠道者得天下。这个理论在一个新兴的国内行业中尤其如此。近年来，越来越多的企业通过精心构筑营销渠道管理脉络，来获得营销渠道网络上的先机，从而得到快速发展。通过渠道来创造和获得长期的竞争优势，已经成为许多企业的必然选择。瑞贝卡发制品有限公司是全球发制品生产企业龙头，其国内营销渠道重构措施设计为，立足全国，定位高端，尽快完成全国各省区销售公司布局；加快大中型商场专柜覆盖；打造与高端美发沙龙、美体SPA联合特许经营模式；优化现有连锁专卖店体系，提升专卖店层次与顾客体验满意度；全力开拓网络营销渠道，尤其是个人移动终端网络营销渠道。未来，瑞贝卡发制品有限公司在对营销渠道的管理中，要提升对渠道成员的鼓励与物质激励，在渠道成员之间建立牢固长久的合作关系，解决渠道成员间可能的冲突，，加强对渠道成员的绩效考评等，以此来实现对营销渠道管理的提升优化，进而获得更高更稳固的国内市场份额，推动国内发制品市场健康快速发展。
[Abstract]:At present, the development potential of the global hair products market is very great. The hair products markets such as Europe, America, Australia and Africa have developed and become mature, leading the development trend of the global hair products market. Compared with other markets in the world, The Chinese market has just been in the stage of introduction, and the future market has a huge space for development. How to grasp this once-in-a-lifetime opportunity, quickly layout the domestic market and seize the domestic market share, has become the top problem for domestic hair manufacturers. In the marketing of hair products, the channel still plays an important role. The channel is the king, the channel wins the world. This theory is especially true in a new domestic industry. In recent years, More and more enterprises obtain the first opportunity in the marketing channel network through careful construction of marketing channel management context, thus get rapid development. Through the channel to create and obtain long-term competitive advantage, has become the inevitable choice of many enterprises. Rebecca hair products Co., Ltd. is the leading manufacturer of hair products in the world, and its domestic marketing channel reconstruction measures are designed as follows: based on the whole country, positioning high-end, completing the distribution of sales companies in provinces and districts of the whole country as soon as possible, speeding up the coverage of the special counters in large and medium-sized shopping malls; Create and high-end hairdressing salon, beauty body SPA joint franchise mode; optimize the existing chain store system, improve the level of store and customer experience satisfaction; fully develop network marketing channels, especially personal mobile terminal network marketing channels. In the future, Rebecca hair products Co., Ltd., in its management of marketing channels, will promote encouragement and material incentives to channel members, establish a firm and lasting cooperative relationship among channel members, and resolve possible conflicts among channel members. Strengthen the performance evaluation of channel members, so as to achieve the promotion and optimization of marketing channel management, and then obtain a higher and more stable domestic market share, and promote the healthy and rapid development of domestic hair products market.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.8

【参考文献】