GLG公司国际营销渠道管理研究

发布时间：2018-04-18 14:08

本文选题：工程机械 + 国际营销渠道　；参考：《广西师范大学》2014年硕士论文

【摘要】：随着改革开放的蓬勃发展,中国越来越多的工程机械企业开始走向国际市场,而在国际市场中,本身也已经存在着扎根当地多年的同行业的国外知名企业,所以国际市场竞争日益激烈。国外工程机械企业的优势在于其品牌影响力比较大,资金状况比较好,实力比较大,管理理念先进,应对国际市场风险的能力比较强。中国的工程机械企业也正在建立和完善自己的国际营销渠道以及营销队伍。国际营销渠道管理已然成为企业实施“走出去”战略,迈出国门扎根海外能够成功的一个关键所在。因此,对国际营销渠道管理的研究也成为了企业持续获得竞争力,提高竞争水平的一个重要手段。本文首先通过文献研究法总结了国内外学者关于营销渠道、国际营销渠道管理、文化、激励、冲突等相关理论。接着描述了GLG公司的国际营销渠道环境及其内部环境。运用比较法对国内外主要的一些竞争对手进行了对比分析,指出了GLG公司在国际营销战略方面所应采取的应对措施。以个案研究的方式,深入分析GLG公司国际营销渠道的现状,指出GLG公司在国际市场营销渠道中目前尚存在的一些问题,包括渠道的依赖程度、经销商的忠诚度、公司内外渠道冲突,以及海外并购公司的渠道整合与文化冲突等方面的问题。并对这些问题进行相应的分析研究,提出了一些可行的改进措施。如强化对经销商的评估以克服依赖性,重视售后服务工作,通过品牌推广与优化经销商渠道来提升经销商的忠诚度,通过激励和惩罚措施来缓解渠道冲突,通过加强文化交流、调整海外并购公司的定位及采取激励手段等来整合营销渠道,提升渠道管理水平。国际营销渠道可以看作是企业重要的无形资产之一,影响着企业的壮大与发展。尤其是正走向国际化的企业,营销渠道所带来的巨大效益就显得更加重要了。对于很多工程机械企业来说,有的国际营销渠道刚刚起步,处于探索阶段,有的虽然已经建立了一些国际营销渠道,但也还不是很完善。面对着竞争日趋激烈的国际市场,渠道管理中的矛盾也越来越多,难以有效协调,期间的变数也越来越大。企业应该根据国际市场的需要,并结合企业自身的情况改革创新、锐意进取。在国际市场上,中国工程机械企业面临着与国外高中端品牌、国内中低端品牌的同台竞争,除了要提高工艺水平、改进产品的质量、增强售后服务能力以及有效控制成本之外,就是要加强营销渠道的管理。因此,国际营销渠道管理尤其是跨国公司渠道整合方面的研究将显得越来越重要。
[Abstract]:With the vigorous development of reform and opening up, more and more construction machinery enterprises in China begin to go to the international market, and in the international market, there are foreign well-known enterprises rooted in the same industry for many years.Therefore, the international market competition is becoming increasingly fierce.The advantages of foreign construction machinery enterprises are that their brand influence is relatively large, their capital status is better, their strength is relatively large, their management ideas are advanced, and their ability to deal with the risks in the international market is relatively strong.Chinese construction machinery enterprises are also establishing and perfecting their own international marketing channels and marketing team.International marketing channel management has become a key for enterprises to carry out "going out" strategy and take root abroad.Therefore, the research on international marketing channel management has become an important means for enterprises to continuously gain competitiveness and improve their competitive level.Firstly, this paper summarizes the theories of marketing channel, international marketing channel management, culture, motivation, conflict and so on.Then describes the GLG company's international marketing channel environment and its internal environment.This paper makes a comparative analysis of some main competitors at home and abroad by using comparative method, and points out the countermeasures that GLG should take in the aspect of international marketing strategy.Based on the case study, this paper analyzes the current situation of international marketing channel of GLG Company, and points out some problems existing in the international marketing channel of GLG Company, including the degree of dependence of the channel, the loyalty of the distributor, and so on.Internal and external channel conflicts, as well as overseas M & A companies channel integration and cultural conflicts and other issues.And these problems are analyzed and studied, and some feasible improvement measures are put forward.Such as strengthening the evaluation of dealers to overcome dependence, attach importance to after-sales service work, through brand promotion and optimization of dealer channels to enhance the loyalty of dealers, through incentives and penalties to alleviate channel conflicts, through the strengthening of cultural exchanges,Adjust the positioning of overseas M & A companies and adopt incentives to integrate marketing channels and improve channel management.International marketing channel can be regarded as one of the important intangible assets of enterprises, which affects the growth and development of enterprises.Especially in the internationalization of enterprises, marketing channels bring huge benefits appear to be more important.For many construction machinery enterprises, some international marketing channels have just started and are in the exploratory stage, while some have already established some international marketing channels, but they are not very perfect.In the face of the increasingly competitive international market, there are more and more contradictions in channel management, which is difficult to coordinate effectively.Enterprises should reform and innovate according to the needs of the international market and combine with their own conditions.In the international market, Chinese construction machinery enterprises are faced with the same stage competition with foreign high and middle end brands and domestic middle and low end brands. Besides, it is necessary to improve the technology level, improve the quality of products, enhance the ability of after-sales service and effectively control the cost.Is to strengthen the management of marketing channels.Therefore, the international marketing channel management, especially the transnational corporation channel integration aspect research will appear to be more and more important.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.4

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