W公司营销渠道管理问题研究

发布时间：2018-04-15 02:19

本文选题：营销渠道管理 + 营销策略　；参考：《湖南工业大学》2014年硕士论文

【摘要】：在企业管理中，渠道作为企业产品与消费者连接的重要桥梁以及企业重要的战略资源越来越受到企业的重视，其中可挖掘的深度不可估量。随着企业营销战略的不断变革，企业越来越意识到将渠道做深、做细的意义，对于企业产品的快速铺设以及市场掌控力的提升具有较大促进作用。现阶段来看，不同企业之间渠道体系具有较大差异，企业对于营销渠道管理的模式、理念也各不相同，但共性的是都将营销渠道管理作为营销战略的重要环节，，提升对渠道的管控力度。近几年来，很多学者讲国内外营销渠道管理理论应用于企业管理实践取得了一定的成效，使得营销渠道管理理论实现纵向的延伸，营销渠道管理理论与我国企业实践相结合的相关讨论也层出不穷。本文也从具体企业为视角，从渠道建设和管理角度分析企业市场运行中的相关问题，以期为类似企业营销渠道管理水平的提升提供理论支持。在制造型企业中，由于很多产品缺乏核心竞争力，产品同质化严重，同行业之间竞争日趋激烈。很多厂商为了生存与发展需要不断扩展渠道广度与规模，通过牢牢地抓住市场提升自身的竞争力。但是从另外角度来看，虽然很多企业对于营销渠道管理十分重视，但往往由于管理不当存在着渠道重叠、恶性竞争、渠道反映速度慢等多方面的问题。因此在这一背景下，讨论企业渠道的管理与优化就显得十分关键。对此，本文从企业营销渠道管理的背景入手，分析了制造型企业营销渠道管理的必要性与关键意义，随后从营销渠道管理以及多渠道营销理论角度入手进行分析，为后文的进一步论述提供理论依据。最后选取了W公司作为典型案例，对公司现状、渠道体系建构现状进行分析，讨论了公司各个渠道的优势与劣势。并在此基础上对W公司现有的多渠道策略中的直接渠道和间接渠道分别进行了分析，探讨公司营销渠道管理问题产生的原因，最后针对相关问题提出优化营销渠道管理的相关对策。
[Abstract]:In enterprise management, as an important bridge between enterprise products and consumers and important strategic resources of enterprises, more and more attention has been paid to the channel, in which the depth can be excavated inestimably.With the continuous change of marketing strategy, enterprises are becoming more and more aware of the significance of deep and fine channels, which can promote the rapid laying of enterprise products and the promotion of market control.At the present stage, different enterprises have great differences in channel systems, and enterprises have different ideas about marketing channel management mode, but the commonality is that marketing channel management is regarded as an important part of marketing strategy.Enhance the management and control of the channel.In recent years, many scholars say that the application of marketing channel management theory to enterprise management practice at home and abroad has achieved certain results, which makes the marketing channel management theory achieve vertical extension.The marketing channel management theory and our country enterprise practice combine the related discussion also endlessly.This article also from the specific enterprise as the angle of view, from the channel construction and the management angle analysis enterprise market operation related question, hoped to provide the theory support for the similar enterprise marketing channel management level enhancement.In manufacturing enterprises, due to the lack of core competitiveness of many products, product homogeneity is serious, competition between the same industry is becoming more and more fierce.In order to survive and develop, many manufacturers need to expand the scope and scale of channels and enhance their competitiveness by firmly grasping the market.But from another point of view, although many enterprises attach great importance to marketing channel management, but often due to improper management there are many problems such as overlapping channels, vicious competition, slow channel response and so on.Therefore, under this background, the discussion enterprise channel management and the optimization appears to be very crucial.In this paper, from the background of enterprise marketing channel management, the necessity and key significance of manufacturing enterprise marketing channel management are analyzed, and then the marketing channel management and multi-channel marketing theory are analyzed.To provide theoretical basis for further discussion.Finally, W company is selected as a typical case to analyze the current situation of the company and the construction of the channel system, and discuss the advantages and disadvantages of each channel of the company.On this basis, the paper analyzes the direct channel and indirect channel in the existing multi-channel strategy of W Company, and discusses the reasons of the marketing channel management problem.Finally, the paper puts forward the relevant countermeasures to optimize the marketing channel management.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.4

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