TTKS公司营销渠道优化管理研究

发布时间：2018-04-21 05:15

本文选题：焊接材料 + 营销渠道　；参考：《苏州大学》2014年硕士论文

【摘要】：随着全球化的不断发展以及竞争的日趋激烈，企业如何更好的应对日益恶劣的竞争环境，有效地提升自身的核心竞争力，已经成为决定其生死存亡的关键因素。在产品同质、广告泛化的今天，渠道以其特有的本地化和不可替代性成为企业参与市场竞争的关键因素。我国焊接材料行业的营销渠道以传统的经销商为主，生产厂商通过在全国各地寻找并授权经销商的方式来实现焊接材料在中国市场的销售。营销渠道的优化管理对于促进国内焊材企业发展，提高焊材企业市场竞争力，实现企业发展战略具有深远的意义。本文在分析焊接材料行业发展现状、趋势以及市场竞争环境的基础上从TTKS公司营销渠道现状入手，运用渠道管理理论对其营销渠道模式进行诊断，阐述了TTKS公司营销渠道管理方面遇到的困境和存在的问题，分析出导致困境发生的因素如缺乏经销商入选标准、没有进行经销商评估和分类管理制度、没有建立淘汰机制、经销商财务管理不到位、存在经销商跨区窜货销售行为、对经销商控制力不强、经销商和最终客户的忠诚度不稳定等，为TTKS公司如何有效进行营销渠道管理提出了切实可行的解决方案。本文主要从制定科学的经销商入选标准、实行经销商评估和分类管理制度、建立经销商淘汰机制、建立经销商财务管理制度、进行经销商窜货管理、与经销商建立长期合作的伙伴关系提高经销商的忠诚度、增强对经销商的控制力等方面进行改进。笔者希望通过TTKS公司的渠道优化管理提升TTKS公司的品牌营销能力，增强市场竞争力，实现公司的长期可持续发展。
[Abstract]:With the continuous development of globalization and the increasingly fierce competition, how to better deal with the increasingly bad competitive environment, effectively improve their core competitiveness, has become a key factor to determine their survival. With the homogeneity of products and the generalization of advertising, channels have become the key factors for enterprises to participate in market competition due to their unique localization and irreplaceable nature. The marketing channel of welding material industry in our country is mainly traditional dealers. Manufacturers can find and authorize dealers in China to realize the sales of welding materials in China market. The optimization management of marketing channel is of great significance to promote the development of domestic welding material enterprises, improve the market competitiveness of welding materials enterprises and realize the development strategy of enterprises. On the basis of analyzing the current situation, trend and market competition environment of welding material industry, this paper starts with the current situation of marketing channel of TTKS Company, and uses the theory of channel management to diagnose its marketing channel mode. This paper expounds the difficulties and problems in the marketing channel management of TTKS Company, and analyzes the factors that lead to the difficulties, such as the lack of selection criteria for dealers, the failure to carry out dealer evaluation and classified management system, and the failure to establish a mechanism of elimination. The financial management of dealers is not in place, and there exists the behavior of transregional distribution of goods, weak control over dealers, unstable loyalty of dealers and final customers, etc. Put forward the feasible solution for TTKS company how to carry on the marketing channel management effectively. This paper mainly from the establishment of scientific criteria for the selection of dealers, the implementation of dealer evaluation and classification management system, the establishment of dealer elimination mechanism, the establishment of dealer financial management system, dealer channeling management, Establish long-term partnership with dealers to improve loyalty and control of dealers. The author hopes to improve the brand marketing ability of TTKS Company through the channel optimization management of TTKS Company, enhance the market competitiveness, and realize the long-term sustainable development of the company.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.4

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