中铁二十局六公司营销渠道研究
发布时间：2018-10-13 17:55
【摘要】：二十一世纪来,中国的经济建设与建筑施工产业相继进入了蓬勃发展时期的黄金时期,伴随着建筑施工行业发展步伐的加快,竞争亦日趋激烈,加强施工企业的市场营销渠道建设己成为获取市场份额的最主要方式之一。 本文以中铁二十局六公司营销渠道为研究对象,结合作者多年从业经验及公司的实际情况,在阅读文献资料的基础上,依据营销渠道理论、关系营销理论以及渠道建设理论,通过公司营销渠道结构及市场营销的内外部环境分析,找出公司内部环境中存在的优势和劣势,以及外部环境面临的机会和威胁。并以此为基础,对中铁二十局六公司营销渠道进行重新设计,从客户市场需求分析、营销渠道的建设目标、营销渠道结构模式设计、营销渠道方案评估及确定营销渠道建设方案等角度进行了论述。最后,形成渠道建设实施方案,以巩固和提升中铁二十局六公司在市场中的竞争地位和市场份额。同时,旨在通过该方案的提出为中铁二十局六公司以及中铁二十局集团旗下其余六个子公司的营销渠道建设提供一定借鉴,从而形成一个适合当前公司发展的营销渠道模式,以此提高公司的市场份额。
[Abstract]:In the 21 century, China's economic construction and construction industry have entered the golden period of vigorous development. With the rapid development of the construction industry, the competition is becoming increasingly fierce. Strengthening the marketing channel construction of construction enterprises has become one of the most important ways to obtain market share. This article takes the marketing channel of six companies of China Railway 20 Bureau as the research object, combines the author's many years' experience and the actual situation of the company, based on reading the literature, according to the marketing channel theory, the relationship marketing theory and the channel construction theory. Through the analysis of the marketing channel structure and the internal and external environment of the company, we find out the advantages and disadvantages in the internal environment, as well as the opportunities and threats that the external environment is facing. On this basis, the marketing channel of China Railway 20 Bureau six Company has been redesigned, from the customer market demand analysis, the marketing channel construction goal, the marketing channel structure pattern design, from the customer market demand analysis, the marketing channel construction goal, the marketing channel structure design, The evaluation of marketing channel scheme and the determination of marketing channel construction plan are discussed. Finally, the channel construction implementation scheme is formed to consolidate and enhance the competitive position and market share of the six companies in the market. At the same time, it aims to provide some reference for the construction of marketing channels of China Railway 20 Bureau six Company and the remaining six subsidiaries of China Railway 20 Bureau Group through the proposal of the program, so as to form a marketing channel model suitable for the current development of the company. In order to increase the company's market share.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.92
本文编号：2269445
[Abstract]:In the 21 century, China's economic construction and construction industry have entered the golden period of vigorous development. With the rapid development of the construction industry, the competition is becoming increasingly fierce. Strengthening the marketing channel construction of construction enterprises has become one of the most important ways to obtain market share. This article takes the marketing channel of six companies of China Railway 20 Bureau as the research object, combines the author's many years' experience and the actual situation of the company, based on reading the literature, according to the marketing channel theory, the relationship marketing theory and the channel construction theory. Through the analysis of the marketing channel structure and the internal and external environment of the company, we find out the advantages and disadvantages in the internal environment, as well as the opportunities and threats that the external environment is facing. On this basis, the marketing channel of China Railway 20 Bureau six Company has been redesigned, from the customer market demand analysis, the marketing channel construction goal, the marketing channel structure pattern design, from the customer market demand analysis, the marketing channel construction goal, the marketing channel structure design, The evaluation of marketing channel scheme and the determination of marketing channel construction plan are discussed. Finally, the channel construction implementation scheme is formed to consolidate and enhance the competitive position and market share of the six companies in the market. At the same time, it aims to provide some reference for the construction of marketing channels of China Railway 20 Bureau six Company and the remaining six subsidiaries of China Railway 20 Bureau Group through the proposal of the program, so as to form a marketing channel model suitable for the current development of the company. In order to increase the company's market share.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.92
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