A节能门窗公司营销渠道策略研究

发布时间：2018-01-12 10:21

本文关键词：A节能门窗公司营销渠道策略研究　出处：《石河子大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着经济的发展,人民的生活水平不断提高,节能门窗市场也得到了快速的发展。在当今门窗市场同质化势严重的情况下,得渠道者得天下。谁能很好的把握消费者,谁能在营销渠道的建设上精耕细作,谁就能取得市场的领导地位。因此,企业之间也由产品竞争,价格竞争发展到营销渠道竞争。营销渠道是企业的无形资产,一个企业一旦拥有了四通八达的营销渠道网络,就等于有了决胜市场的控制权。渠道的选择直接影响和制约着其他基本策略,如何建立营销渠道是企业面临的最重要的决策之一。文章结合营销渠道建设相关理论与方法对A节能门窗公司营销渠道的建设问题进行了研究。首先,对A节能门窗公司的基本情况、组织结构、产品与业绩构成进行了概述,对A节能门窗公司基于营销渠道现状进行了分析,论述了A节能门窗公司发展节能门窗产品面临的渠道变革及不足之处；然后,文章在对节能门窗行业特征及渠道发展现状、问题与趋势进行分析基础上确定了A节能门窗公司营销渠道的优化目标,并对营销渠道的结构、功能和具体渠道关系进行了设计；其次,文章从中间商的选择途径、条件和评估方法上确定了A节能门窗公司的渠道商选择策略,提出了中间商的激励以及对价格、窜货等的管理措施；最后,文章从组织结构搭建与人员招聘管理、制度建设以及风险控制等几个方面论述了渠道的控制措施。通过文章的研究,理论上对节能门窗领域营销渠道的研究起到了拓展和丰富作用；实践上通过对A节能门窗公司渠道的梳理和优化,建立了节能门窗领域的新的渠道模式与策略,对公司渠道建设能起到引导作用。
[Abstract]:With the development of economy , the living standard of the people is continuously improved , and the energy - saving door and window market has been rapidly developed . In the current situation of the market homogeneity of doors and windows , the channel can get the market . The marketing channel is the intangible asset of the enterprise . Once the marketing channel is the intangible asset of the enterprise , the choice of the channel directly influences and restricts the other basic strategies , and how to establish the marketing channel is one of the most important decisions facing the enterprise . According to the theory and method of marketing channel construction , the paper studies the construction of energy - saving window and window company ' s marketing channel . First of all , the paper gives an overview of the basic situation , organization structure , product and performance of A ' s energy - saving door and window company . Through the research of the article , the research of the marketing channels in the field of energy - saving doors and windows has been expanded and enriched , and the new channel model and strategy in the field of energy - saving doors and windows has been established by combing and optimizing the channels of the energy - saving door and window company A , which can guide the channel construction of the company .

【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.92;F274

【共引文献】