LBY公司营销渠道管理改进研究

发布时间：2019-07-05 06:01

【摘要】：根据海关的相关统计,我国日用玻璃器皿2013年的出口总额为48.07亿美元,所占份额比第二大出口国法国高出19.3个百分点。日用玻璃器皿生产行业是资金、持术密集型产业,具有典型的规模经济特征,行业存在准入、技术、市场、品牌、固定资产投资规模、技术专有、专业的生产、管理和控制经验等准入壁垒,虽然我国的日用玻璃行业生产取得了骄人的成绩,但经过近几年的高速发展,现在存在的问题主要表现在：企业数量多,规模企业少,行业集中度低；市场、品牌营销水平不平衡；由于目前出口市场滑坡,各玻璃企业的产能压力极大,都全力拓展国内市场,2012年以来市场竞争加剧,价格战如火如荼,营销渠道各个层级的利润下滑,产品同质化严重。LBY公司的的主要营销渠道有专业餐饮市场渠道、零售渠道、B2B及其它渠道等。本文对各个渠道的现状进行了详细的说明,包括了下游客户,分销模式,各层级渠道等等。其中餐饮渠道是LBY公司最重要、最核心的销售渠道,原因是2008年奥运会前后的几年中,餐饮市场高速发展,餐饮市场对玻璃器皿的消费量巨大。本文针对LBY公司各营销渠道面临的问题和挑战进行了分析,通过分析具体问题及其根本原因给出基于目前存在的问题提出改进建议并对空白市场、潜在机会进行分析。
文内图片：

图片说明：图２．邋２消费品营销渠道逡逑资料来源：菲利普？科特勒．营销管理．北京：中国人民大学出版社，，２０１２．邋？逡逑
[Abstract]:According to customs statistics, China's total exports of daily glassware in 2013 were US $4.807 billion, accounting for 19.3 percentage points higher than that of France, the second largest exporter. Daily glassware production industry is a capital, technology-intensive industry, with typical economies of scale characteristics, the industry has access, technology, market, brand, fixed asset investment scale, technical proprietary, professional production, management and control experience and other barriers to entry. Although China's daily glass industry has made remarkable achievements, but after rapid development in recent years, At present, the main problems are as follows: the number of enterprises is large, the number of large enterprises is small, and the degree of industry concentration is low; Market, brand marketing level is unbalanced; due to the current export market decline, glass enterprises have a great deal of capacity pressure to expand the domestic market, since 2012, the market competition has intensified, the price war is in full swing, the profit of marketing channels at all levels is declining, and the product homogenization is serious. LBY's main marketing channels are professional catering market channels, retail channels, B2B and other channels. In this paper, the current situation of each channel is described in detail, including downstream customers, distribution mode, various levels of channels and so on. Among them, catering channel is the most important and core sales channel of LBY Company, because in the years before and after the 2008 Olympic Games, the catering market has developed rapidly and the consumption of glassware in the catering market is huge. This paper analyzes the problems and challenges faced by each marketing channel of LBY Company, and puts forward some suggestions for improvement based on the existing problems and the potential opportunities in the blank market by analyzing the specific problems and their root causes.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.71

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