NF公司水泥产品营销渠道管理研究

发布时间：2018-12-21 07:30

【摘要】：随着我国经济的高速发展,水泥在国民经济中的作用越来越大。水泥是国民经济建设的重要基础原材料,目前国内外尚无一种材料可以替代它的地位。2013年全国水泥的实际产能已达32.9亿吨,产能富余程度超过30%,全国水泥需求量近24亿吨,供大于求,产能严重过剩,市场过度竞争,行业利润水平偏低。水泥行业是严重过剩的传统行业,市场过度竞争,水泥产品又是高度同质化的产品,随着价格、促销政策等营销策略的同质化,营销渠道建设成为营销发展的优先策略。本文的研究以NF公司为研究对象,进行了大量的调研工作,搜集了大量的资料,广泛的调查了NF公司的营销和渠道建设现状,对调查结果进行了深入的总结分析,通过总结NF公司在近几年渠道建设工作中存在的问题,深入分析目前公司所处的内外部经营环境和区域市场特点,通过全面的分析找出自身存在的不足,探索解决渠道建设工作的方法和思路。通过本文的研究认为加强NF公司的渠道建设必须建立总部市场协调机制,确定内部各交叉市场的主管区域公司,同时加强渠道管理人员队伍建设,注重地域差异,优化渠道设计,增值服务和支持,促进经销商转型与提升,并完善渠道和经销商的管理,注重客户服务体系和物流配送体系的建设,最终打造—个健全的NF公司的营销渠道。所以加强对NF公司营销渠道管理的研究,建立稳定、高效的营销渠道网络,形成竞争优势,成为推动企业发展的持久动力,使NF公司在日益激烈的市场竞争中立于不败之地,并对行业相关企业的营销渠道建设也产生借鉴作用。
[Abstract]:With the rapid development of China's economy, cement plays a more and more important role in the national economy. Cement is an important basic raw material for national economic construction. At present, there is no material to replace it at home and abroad. In 2013, the actual capacity of cement in China has reached 3.29 billion tons, with a surplus of more than 30 million tons. The national cement demand is nearly 2.4 billion tons, the supply exceeds the demand, the overcapacity is serious, the market is excessively competitive, the industry profit level is on the low side. Cement industry is a serious surplus of traditional industries, the market is excessive competition, cement products are highly homogeneous products, with the price, sales promotion policies and other marketing strategies homogenization, marketing channel construction has become the priority strategy of marketing development. This paper takes NF Company as the research object, carries out a lot of research work, collects a lot of information, investigates the marketing and channel construction status of NF Company extensively, and makes a deep summary and analysis of the investigation results. Through summing up the problems existing in the channel construction work of NF Company in recent years, deeply analyzing the internal and external operating environment and regional market characteristics of the company at present, and finding out its own shortcomings through comprehensive analysis. Explore the methods and ideas to solve the work of channel construction. Through the research of this paper, we think that to strengthen the channel construction of NF Company, we must establish the headquarters market coordination mechanism, determine the regional companies in charge of each cross market, at the same time, strengthen the construction of the staff of channel managers, pay attention to the regional differences. Optimize channel design, value-added service and support, promote dealer transformation and promotion, and improve the management of channels and distributors, pay attention to customer service system and logistics distribution system construction, and finally create a sound marketing channel of NF company. Therefore, to strengthen the research on the marketing channel management of NF Company, to establish a stable and efficient marketing channel network, to form a competitive advantage, to become a lasting driving force to promote the development of enterprises, and to make NF Company in an invincible position in the increasingly fierce market competition. And the industry-related enterprise marketing channel construction also produced the reference function.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.71

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