WTM公司营销渠道管理研究

发布时间：2018-12-15 03:32

【摘要】：随着全球化经济的发展,中国市场已经逐步融入全球化的市场竞争中,面临越来越激烈的多样化竞争中。与此同时,竞争的重点也逐渐从产品自身拥有的品牌知名度、价格高低、技术含量和性能状况向一个企业所构建的营销渠道完善程度转变。营销渠道的建设和管理成为企业在竞争市场中立足的重要方面,企业管理高效的营销渠道已经达到了影响企业发展的战略高度。我们可以说,渠道正日益成为企业建立竞争力的重要力量。今天谁拥有了渠道,明天谁就有前途。在现有的形势下,建立与企业战略发展规划、自身资源和产品特性合理匹配的营销渠道模式,应对多变的市场,增加企业核心竞争力,成为每个企业亟需解决的重要问题。WTM公司采用的营销渠道模式已经出现了渠道结构不合理、串货现象普遍、渠道成员忠诚度低、渠道过度依赖一级经销商、渠道成本居高不下,企业越来越感受到销售艰难的问题。因此在产品和市场竞争高度同质化的情况下,能否根据公司资源和环境、消费者购买心理与行为的变化,而不是通过价格或促销战略获得持续竞争优势,设计一个高效率、高效益、利益共享的营销渠道结构,将营销渠道的内在动力源泉更好激发,实行有效运营和管理,直接关系到WTM公司的生存和发展。本文依据营销管理理论中营销渠道的相关理论,基于笔者在WTM公司的工作经验,采用专题研究和案例研究相结合的方法,通过分析WTM公司营销渠道现状,指出现有营销渠道的选择和实施过程中存在的主要问题是渠道层级不合理和多重渠道冲突,单纯追求经销商数量、很多低级经销商都是新的业绩不理想、忠诚的、优质的经销商不多,经销商开发、维护成本高,经销商和产商步调不一致,理念和行动难以同步,经销商对产家的信心不足,品牌号召力不强,渠道成员激励的手段和措施不足,对低级经销商的促销激励不足,需加强他们的产品流通和销售能力,促进他们进货和销货的积极性,而不是只是从销售量上去考核,要根据企业的销售目标和企业现有的资源状况,特别是现有的中间商的状况,以最大限度地发挥企业现有的优势为原则,要使低级经销商感觉自己在渠道中有地位,做好渠道成员的选择,要认识到实施复合营销渠道的缺点和渠道管理的难度,减低渠道冲突的可能性,解决不同渠道间的串货、乱价问题。并从宏观环境的政治因素、经济因素、社会因素和技术因素、竞争者的营销渠道优势以及消费者对产品、服务、心理需求等方面对WTM公司营销渠道的影响详细地分析其产生的原因。将企业的产品、品牌、服务、价格、促销、以及货物、资金、人力、信息、营销和其他因素进行梳理。结合WTM公司的实际情况在此基础上,基于效益原则、效率原则、利益共享原则,根据建立本土渠道影响力、加快渠道铺设速度、加大新产品推广力度的公司战略目标,从渠道设计、组织、激励、控制几方面提出加强WTM公司营销渠道管理的具体改进建议,以期建立适应市场发展趋势和公司未来发展需求的营销渠道,并为其他企业的渠道决策提供借鉴和依据。
[Abstract]:With the development of the globalized economy, the Chinese market has gradually integrated into the market competition of globalization, and is facing more and more fierce competition. At the same time, the focus of competition has gradually changed from the brand awareness, the price, the technical content and the performance status of the product to an enterprise. The construction and management of the marketing channel becomes an important aspect of the enterprise's foothold in the competitive market, and the high-efficiency marketing channel of the enterprise has reached the strategic height which influences the development of the enterprise. We can say that the channel is becoming an important force for enterprises to build competitiveness. Today, who has the channel, who will have a future tomorrow. In the current situation, the marketing channel model, which is reasonably matched with the enterprise's strategic development planning, its own resources and the product characteristics, should be set up to deal with the changeable market, increase the core competitiveness of the enterprise, and become an important problem that every enterprise needs to solve urgently. The marketing channel model adopted by WTM has shown that the channel structure is not reasonable, the phenomenon of string goods is common, the loyalty of the channel is low, the channel is excessively dependent on the first-class distributor, and the channel cost is high, and the enterprise has become more and more aware of the difficult problem of the sales. Therefore, in the case of the high-level homogenization of the product and the market competition, it is possible to design a high efficiency and high benefit based on the change of the company's resources and the environment, the consumer's purchase of psychology and behavior, not the continuous competitive advantage through the price or promotion strategy, The marketing channel structure of the benefit sharing, the internal power source of the marketing channel is better motivated, the effective operation and management are carried out, and the survival and development of the WTM company is directly related. Based on the relevant theory of marketing channel in the theory of marketing management, this paper, based on the author's working experience in WTM, adopts the combination of special research and case study, and analyzes the marketing channel of WTM. In this paper, it is pointed out that the main problems in the selection and implementation of the existing marketing channel are that the channel level is not reasonable and the multi-channel conflict, and the number of dealers is only pursued. The distribution and maintenance cost is high, the pace of the dealer and the distributor is not consistent, the concept and the operation are difficult to be synchronized, the dealer's confidence in the production house is insufficient, the brand number is not strong, the means and measures of the channel member incentives are not sufficient, and the promotion incentive for the lower-level distributor does not Foot, need to strengthen their product circulation and sales capacity, promote the enthusiasm of their purchase and sales, not just from the sales volume, be based on the sales target of the enterprise and the existing resource situation of the enterprise, especially the state of the existing middlemen In order to give full play to the existing advantages of the enterprise, to make the lower-level distributor feel the position in the channel and make the selection of the channel members, it is to be realized that the disadvantages of implementing the composite marketing channel and the difficulty of the channel management are to be realized, and the possibility of reducing the channel conflict Sex, solve the serial goods between different channels, and ask about the price of disorder In this paper, from the political factors, economic factors, social factors and technical factors of the macro environment, the marketing channel advantage of the competitor and the influence of the consumer on the marketing channel of the WTM Company in the aspects of product, service, psychological demand, etc. comb the product, brand, service, price, promotion, and goods, funds, manpower, information, marketing and other factors of the enterprise In combination with the actual situation of WTM, on this basis, based on the principle of benefit, the principle of efficiency and the principle of benefit sharing, the strategic objective of the company based on the influence of the local channel, the speed of channel laying, and the promotion of the new products should be increased, and the channel design, organization, excitation, In order to set up the marketing channel to adapt to the development trend of the market and the future development demand of the company, and to provide reference for the channel decision-making of other enterprises, the paper puts forward some suggestions to improve the marketing channel management of the WTM company.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.72

【参考文献】