ZIC黄金投资公司营销渠道管理问题研究

发布时间：2018-03-15 04:26

本文选题：黄金投资　切入点：营销渠道　出处：《山东理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：本文首先就ZIC公司营销渠道管理的背景、公司结构及职能进行了介绍，然后对该公司营销渠道管理的三个阶段及关键点进行了阐述。其次，通过SWOT分析，系统性了解该公司的机遇、挑战和经营战略，了解该公司在营销渠道管理方面存在着先天性不足的问题。在此基础上，，从企业创造利润的角度出发，通过波特价值链分析，明确该公司营销渠道管理过程中影响企业利润的环节及重要性。再次，根据波特价值链的分析结果，就该公司的营销渠道冲突进行了相关性分析，发现了营销渠道管理过程中营销冲突与标准化流程之间存在着“剪刀差”现象，并结合公司业务实际进行了验证分析，从而深入分析得出营销冲突问题存在的原因；同时，也对营销渠道管理的后台支持业务存在的问题及原因逐一进行了系统性的分析。最后，根据分析结果，就该公司在营销渠道管理过程中出现的营销冲突问题、后台支持不足问题提出了优化建议及解决方案。这对于解决中国黄金投资行业在营销渠道管理中存在的营销渠道冲突及后台支持不足的问题，促进中国贵金属投资行业的进一步发展，提升贵金属企业投资管理水平具有积极的意义。
[Abstract]:This paper first introduces the background, structure and function of marketing channel management of ZIC Company, then expounds the three stages and key points of marketing channel management of ZIC Company. Secondly, through SWOT analysis, Systematically understand the opportunities, challenges and management strategies of the company, understand that the company has inherent problems in the management of marketing channels. On this basis, from the point of view of the profit creation of enterprises, through Porter value chain analysis, Then, according to the analysis results of Porter value chain, the correlation analysis of the company's marketing channel conflict is carried out. In the process of marketing channel management, the phenomenon of "scissors difference" between the marketing conflict and the standardized process is found, and combined with the actual business of the company, the analysis is carried out, and the reasons of the marketing conflict problem are analyzed in depth; at the same time, The problems and causes of the backstage support business of marketing channel management are also systematically analyzed one by one. Finally, according to the analysis results, the problems of marketing conflicts in the process of marketing channel management of the company are discussed. This paper puts forward the optimization suggestions and solutions to the problem of insufficient backstage support, which can solve the problems of the conflict of marketing channel and the lack of backstage support in the management of marketing channel in China's gold investment industry. It is of positive significance to promote the further development of China's precious metal investment industry and improve the investment management level of precious metal enterprises.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.39;F274

【参考文献】