D公司营销渠道设计与管理研究

发布时间：2018-06-16 20:02

本文选题：LED照明 + 营销渠道　；参考：《广西师范大学》2014年硕士论文

【摘要】：渠道致胜,市场营销环境的变化,以及国家节能环保的要求需要我国照明企业改变原有的经营方式,特别是原有营销方式的转变,需要对营销渠道进行有效的设计与管理,以应对外部市场环境的变化。营销渠道管理的关键在于使消费者能在适当的时间、适当的地点适时获得满足其需要的产品或服务。本文在研究国内外相关文献的基础上,运用现代营销学的相关理论,以D公司为例,研究照明企业营销渠道设计与管理问题,全文主要分为五部分：第一部分为绪论。主要阐述发展照明产业的重要意义,特别是照明产业营销渠道的背景,本文研究的目的与意义、国内外研究现状,以及研究的方法和研究框架,从总体上概述本文的总体内容和研究思路。第二部分为研究的理论基础。主要论述营销渠道的相关理论,包括营销渠道的含义与职能、营销渠道的类型、营销渠道设计的步骤与影响因素、营销渠道管理,以及营销渠道的新发展。第三部分为国内外LED照明产业市场的现状分析。主要分析全球LED照明产业发展的现状以及我国LED照明产业的市场结构、市场规模以及面临的挑战。第四部分为D公司营销渠道的设计与管理问题研究。首先介绍D公司的基本情况,然后对D公司的营销渠道现状进行分析,最后论述了D公司发展LED照明产品的营销渠道设计以及面临的问题与管理策略。第五部分为研究结论与展望。主要对全文进行总结,提出不足之处与下一步研究展望。
[Abstract]:The channel success, the change of marketing environment, and the requirement of national energy saving and environmental protection need our lighting enterprises to change the original management mode, especially the original marketing mode, and to design and manage the marketing channel effectively. To cope with changes in the external market environment. The key to marketing channel management is to enable consumers to obtain products or services that meet their needs at the right time and in the right place. Based on the research of domestic and foreign literature, this paper studies the marketing channel design and management of lighting enterprises by using the relevant theories of modern marketing and taking company D as an example. The full text is divided into five parts: the first part is the introduction. This paper mainly expounds the significance of developing lighting industry, especially the background of the marketing channel of lighting industry, the purpose and significance of this study, the current research situation at home and abroad, and the research methods and research framework. This paper summarizes the overall content and research ideas. The second part is the theoretical basis of the study. This paper mainly discusses the relevant theories of marketing channel, including the meaning and function of marketing channel, the type of marketing channel, the steps and influencing factors of marketing channel design, the management of marketing channel, and the new development of marketing channel. The third part analyzes the current situation of LED lighting market at home and abroad. This paper mainly analyzes the current situation of the global LED lighting industry and the market structure, market scale and challenges faced by the LED lighting industry in China. The fourth part is the research on the design and management of D company's marketing channel. This paper first introduces the basic situation of company D, then analyzes the current situation of marketing channel of company D, and finally discusses the design of marketing channel and the problems and management strategies faced by company D in developing LED lighting products. The fifth part is the conclusion and prospect of the research. This paper summarizes the full text, puts forward the deficiencies and the future research prospects.
【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;F426.6

【共引文献】