天狮集团非洲市场营销渠道管理问题研究

发布时间：2018-03-11 11:09

本文选题：天狮集团　切入点：营销渠道　出处：《天津财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着非洲社会经济的深入发展,市场竞争越发激烈,天狮集团要想实现利润最大化的目标,就必须深化改革,加强经营管理。其中市场营销渠道是天狮集团经营管理的重要组成部分,加强天狮集团市场营销渠道管理能在一定程度上帮助公司控制成本,减少不必要费用的支出,为天狮集团增加经济利润。从2006年开始,在非洲直销公司之间的竞争已经不再局限于技术、制造和品牌等方面,越来越多的直销公司把竞争的重点转移到营销渠道上面来,打破原来传统的“金字塔”式的营销渠道模式,转变为直接向终端消费者提供服务的“短宽式”营销渠道模式。本论文首先运用宏观环境PEST理论对天狮集团在非洲市场的经济环境、政治环境、社会环境和科学环境四个方面进行了分析。然后,基于对上述宏观环境的分析结果,从窜货、网络纠纷和垂直营销渠道冲突方面定位了天狮集团非洲市场营销渠道面临的管理问题,再结合非洲市场的特点、营销渠道管理理念的层次和对具体操作层面的理解,分别从营销渠道冲突、营销渠道激励和营销渠道政策三个方面提出了建议和解决问题的办法,以确保天狮集团在非洲市场的营销渠道能够得到进一步的提升,巩固在直销领域的老大地位。通过本论文的研究不仅对天狮集团在非洲市场营销渠道管理政策的制定和执行具有重要的指导意义,而且对同类型的直销企业开拓非洲市场提供有益的借鉴和启示。
[Abstract]:With the further development of African society and economy, the market competition is becoming more and more intense. If Tianshi Group wants to achieve the goal of maximizing profits, it must deepen its reform. Strengthen management and management. Among them, the marketing channel is an important part of the management of Tianshi Group. To a certain extent, strengthening the marketing channel management of Tianshi Group can help the company to control costs and reduce the expenditure of unnecessary expenses. Since 2006, competition among direct selling companies in Africa has been no longer limited to technology, manufacturing and brands, and more and more direct selling companies have shifted their focus to marketing channels. Break the traditional "pyramid" marketing channel mode, In this paper, we first use the macro-environment PEST theory to analyze the economic and political environment of Tianshi Group in Africa. The social environment and the scientific environment are analyzed in four aspects. Then, based on the results of the analysis of the above macro-environment, Network disputes and vertical marketing channel conflicts have positioned the management problems faced by Tianshi Group's African marketing channels, and then combined with the characteristics of the African market, the level of marketing channel management concept and the understanding of the specific operational level. From three aspects of marketing channel conflict, marketing channel incentive and marketing channel policy, this paper puts forward suggestions and solutions to solve the problem, in order to ensure that the marketing channel of Tianshi Group in Africa can be further enhanced. The research of this paper is not only of great significance to the formulation and implementation of the marketing channel management policy of Tianshi Group in Africa, but also of great significance to the development and implementation of the marketing channel management policy in Africa. And for the same type of direct-selling enterprises to open up the African market to provide useful reference and inspiration.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72;F274

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