大庆油田QY水厂营销渠道优化研究
发布时间：2018-08-19 20:46
【摘要】：近年来QY水厂在竞争激烈的大庆饮用水市场异军突起，成绩显著，，然而随着大庆市场空白点的逐渐减少，销量的增长率也在缓慢下降，QY水厂陷入困局。面对日趋激烈的市场竞争环境，QY水厂在生产技术、品牌推广和新产品研发方面正进行着不断的创新。然而，在营销渠道创新方面却心有余而力不足，目前QY水厂的营销渠道过于老旧，沿用的仍是建厂初期较为传统的营销渠道运作模式和管理方式，这些渠道运作模式和管理方式显然已经不能适应现今复杂多变的竞争环境， 首先以现代化的营销渠道理论为指导，对大庆油田QY水厂营销渠道的现状及模式特点进行了分析。其次，通过对QY水厂历史数据的搜集，运用实证分析及统计分析的方法从渠道质量、渠道结构、渠道冲突、渠道激励等几个方面对QY产品的营销渠道进行剖析，提出现阶段QY水厂营销渠道存在的诸多问题，再次，以营销理论为指导并结合营销渠道优化的思路、原则和目标，从渠道管理、渠道质量、渠道结构等几个方面提出优化策略。最后，为了保障营销渠道优化策略顺利实施，从制度、软硬件配备、激励体系等方面提出保障措施。希望本文的研究能够为QY营销渠道的优化提供一些启示。
[Abstract]:In recent years, QY water plant has made remarkable achievements in the fierce competition of drinking water market in Daqing. However, with the gradual decrease of blank spots in Daqing market, the growth rate of sales volume is also falling slowly. In the face of increasingly fierce market competition environment, QY water plant is continuously innovating in production technology, brand promotion and new product research and development. However, in marketing channel innovation, the marketing channel of QY water plant is too old, and it is still the traditional marketing channel operation mode and management mode in the early stage of the plant. It is obvious that these channel operation modes and management methods can no longer adapt to the complicated and changeable competition environment nowadays. First of all, they are guided by the modern marketing channel theory. The present situation and mode characteristics of marketing channel of QY Water Plant in Daqing Oilfield are analyzed. Secondly, through collecting the historical data of QY water works, using the methods of empirical analysis and statistical analysis, this paper analyzes the marketing channels of QY products from the aspects of channel quality, channel structure, channel conflict, channel incentive and so on. This paper puts forward many problems existing in the marketing channel of QY water plant at the present stage. Thirdly, under the guidance of marketing theory and combining with the ideas, principles and objectives of marketing channel optimization, the optimization strategy is put forward from several aspects, such as channel management, channel quality, channel structure and so on. Finally, in order to ensure the smooth implementation of marketing channel optimization strategy, the system, hardware and software equipment, incentive system and other aspects of security measures are put forward. I hope the research in this paper can provide some enlightenment for the optimization of QY marketing channel.
【学位授予单位】：东北石油大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.91
本文编号：2192789
[Abstract]:In recent years, QY water plant has made remarkable achievements in the fierce competition of drinking water market in Daqing. However, with the gradual decrease of blank spots in Daqing market, the growth rate of sales volume is also falling slowly. In the face of increasingly fierce market competition environment, QY water plant is continuously innovating in production technology, brand promotion and new product research and development. However, in marketing channel innovation, the marketing channel of QY water plant is too old, and it is still the traditional marketing channel operation mode and management mode in the early stage of the plant. It is obvious that these channel operation modes and management methods can no longer adapt to the complicated and changeable competition environment nowadays. First of all, they are guided by the modern marketing channel theory. The present situation and mode characteristics of marketing channel of QY Water Plant in Daqing Oilfield are analyzed. Secondly, through collecting the historical data of QY water works, using the methods of empirical analysis and statistical analysis, this paper analyzes the marketing channels of QY products from the aspects of channel quality, channel structure, channel conflict, channel incentive and so on. This paper puts forward many problems existing in the marketing channel of QY water plant at the present stage. Thirdly, under the guidance of marketing theory and combining with the ideas, principles and objectives of marketing channel optimization, the optimization strategy is put forward from several aspects, such as channel management, channel quality, channel structure and so on. Finally, in order to ensure the smooth implementation of marketing channel optimization strategy, the system, hardware and software equipment, incentive system and other aspects of security measures are put forward. I hope the research in this paper can provide some enlightenment for the optimization of QY marketing channel.
【学位授予单位】：东北石油大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.91
【参考文献】
相关期刊论文 前1条
1 闫寒;;我国企业营销渠道模式及发展趋势[J];合作经济与科技;2012年01期
本文编号：2192789
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