空气净化器产品营销渠道策略研究

发布时间：2018-03-13 10:55

本文选题：SC空气净化器　切入点：渠道问题　出处：《重庆理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着经济的快速发展，城市空气污染变得越来越严重，，人们的身心健康受到严重的影响，市场对空气净化器产品的需求也急剧上升,呈现出明显的“销量追着雾霾跑”趋势。空气净化器产品的竞争也从传统的产品竞争、价格竞争和促销竞争拓展到渠道竞争。面对日益激烈的市场竞争，如何进一步开拓市场，找到一条适合自己企业发展壮大的道路，而营销渠道策略研究也是目前公司市场营销组合中的重要组成部份，开展空气净化器产品营销渠道策略的研究就是本文的主要内容。本文运用市场营销渠道的基本概念、原理和分析方法，以SC公司空气净化器产品营销渠道为具体研究对象，阐释市场营销理论，查阅SC公司相关文献以及借鉴2013年参加的全国MBA创业计划大赛项目的研究思路和方法，围绕SC公司空气净化器产品营销渠道建设的现状，分析问题，设计问卷，开展市场调查，凸显问题导向，设计具体的营销渠道目标，实施方案和政策保障措施。研究结论对SC公司空气净化器产品营销渠道的建设和发展具有一定理论研究意义和实践指导价值。本文主要内容是：第一部份重点介绍了研究的背景以及相关研究方法思路；第二部份阐释渠道的文献综述；第三部份阐释SC公司现状以及现有渠道存在问题及其原因分析，同时对SC公司现有渠道进行了诊断；第四部份针对SC公司空气净化器产品渠道问题进行方案设计；第五部份对SC公司空气净化器产品渠道政策及激励机制提出了具体的建议和保障措施。
[Abstract]:With the rapid development of economy, urban air pollution becomes more and more serious, people's physical and mental health is seriously affected, and the market demand for air purifier products is also rising sharply. The competition of air purifier products extends from traditional product competition, price competition and promotion competition to channel competition. In the face of the increasingly fierce market competition, how to further develop the market, The research on marketing channel strategy is also an important part of the company's marketing mix at present. The research on marketing channel strategy of air purifier product is the main content of this paper. Using the basic concept, principle and analysis method of marketing channel, this paper takes the marketing channel of air purifier products of SC Company as the concrete research object, explains the marketing theory, Referring to the relevant documents of SC Company and the research ideas and methods of the National MBA Entrepreneurship Plan Competition in 2013, this paper focuses on the current situation of the marketing channel construction of the air purifier products of SC Company, analyzes the problems, designs the questionnaire, and carries out the market investigation. The conclusion is of theoretical significance and practical guiding value for the construction and development of marketing channel of air purifier products of SC company. The main contents of this paper are as follows: the first part focuses on the background of the research and the related research methods; the second part is the literature review of the interpretation channels; the third part explains the current situation of SC Company and the existing channel problems and their causes. At the same time, the existing channel of SC company is diagnosed, and 4th parts are designed for the channel problem of the air purifier products of SC company. The 5th part puts forward concrete suggestion and safeguard measure to SC company's air purifier product channel policy and incentive mechanism.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.6

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