H玩具公司渠道优化策略研究

发布时间：2018-04-05 22:26

本文选题：玩具行业　切入点：渠道优化　出处：《东华大学》2017年硕士论文

【摘要】：随着互联网的迅猛发展,带来的改变也是方方面面渗透各行各业、企业运营和经济生活的每个方面的。在营销的渠道方面,带来的最显著的变化就是营销渠道的丰富和拓展,这种改变直接带来了对过去营销渠道的变革,线上的销售渠道如雨后春笋一般快速的萌芽和发展,线上的销售渠道的蓬勃发展也对线下渠道产生了挤压,并促使线下渠道也要不断的变革,加之这种改变来的速度之快也是前所未有的,在理论和实证的研究方面的积累还不够充足。本研究基于玩具行业的企业来深入研究在渠道前所未有的丰富和可供选择的当下如何做好渠道的优化和整合,并且如何管理好在优化和整合的过程中不可避免的渠道冲突的出现。本研究大量的搜索和整理了中文以及中文关于渠道优化和整合方向的文献,并用histcite工具对相关英文文献做了梳理和归类,同时基于对玩具行业的15家企业的40位从业人员的访谈和问卷调查深入的从玩具的销售和市场通路、产品、公司组织架构、价格和促销活动、IT支持和物流、其他等六大方面总共十六项二级评价指标,综合分析和评价了玩具行业的渠道整合优化现状,并且以此作为标杆对比和分析了H公司的渠道现状和梳理了H公司的运营现状。同时,本研究还针对分布于6个不同的有代表性的地点的180位消费者做出了潜在玩具消费者的调研,分析了玩具行业的购买特点以及对于H公司的渠道优化整合策略从消费端能有哪些借鉴和参考。结合和综合了以上的玩具行业和玩具潜在消费者的调研,本研究提出了适应于H公司的渠道整合优化策略和方案。本研究基于目前渠道整合优化研究较少的玩具行业展开,建设性地把渠道优化整合分为六个大的指标来细分考量和深挖,提出了根植于H公司的渠道优化整合策略,同时也可以给玩具和其他消费品行业的相关公司给出一定的参考和借鉴。
[Abstract]:With the rapid development of the Internet, all aspects of the changes are permeated by various industries, business operations and every aspect of economic life.In terms of marketing channels, the most significant change brought about is the enrichment and expansion of marketing channels. This change has directly brought about changes in the marketing channels of the past. The online sales channels sprang up and developed rapidly.The booming development of online sales channels has also squeezed the offline channels and promoted the continuous changes in the offline channels. In addition, the speed of this change is also unprecedented.The accumulation of theoretical and empirical research is not enough.This research is based on the toy industry enterprises to study how to optimize and integrate the channels in the unprecedented abundance and choice of channels.And how to manage the inevitable channel conflicts in the process of optimization and integration.In this study, a large number of literature on channel optimization and integration in Chinese and Chinese have been searched and sorted out, and the relevant English literature has been sorted and classified with histcite tools.At the same time, based on interviews and questionnaires with 40 employees from 15 enterprises in the toy industry, it was conducted in depth from toy sales and market access, products, company organizational structure, price and promotional activities to IT support and logistics.There are 16 secondary evaluation indexes in the other six aspects. The paper synthetically analyzes and evaluates the current situation of channel integration and optimization in toy industry, and compares and analyzes the channel status of H Company and the operating status of H Company as a benchmark.At the same time, the study also conducted a survey of potential toy consumers among 180 consumers in 6 different representative locations.This paper analyzes the purchasing characteristics of toy industry and the strategies of channel optimization and integration for H Company, which can be used for reference from the consumer end.Combining and synthesizing the research of toy industry and toy potential consumers, this study puts forward the channel integration optimization strategy and scheme suitable for H company.Based on the toy industry, which has few researches on channel integration optimization, this paper constructively divides the channel optimization integration into six big indexes to subdivide and dig, and puts forward the channel optimization integration strategy rooted in H company.At the same time can also give toys and other consumer goods industry companies to give a certain reference and reference.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.8

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