安文圆服装公司销售渠道策略改进

发布时间：2018-03-10 11:56

本文选题：安文圆服装公司　切入点：服装批发　出处：《贵州大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的迅猛发展,人们的生活质量得到了很大改善,对服装消费的比重越来越高,与此同时,服装批发行业也在蓬勃发展。对于贵州省的服装批发商而言,2014年综合批发市场整体搬迁至西南国际商贸城的举措,让其迎来了新的机遇和挑战。本文基于国内外销售渠道及策略的理论基础,通过实证调查研究法和文献法,结合安文圆服装公司的自身情况,利用PEST分析,SWOT分析和销售渠道决策影响因素分析等分析工具对其销售渠道策略现状进行多方面的分析,分析出该公司销售渠道策略存在几个主要问题:一是渠道成员自身问题,二是渠道成员与公司有冲突,三是渠道成员间有冲突和竞争。同时,本文提出了该公司销售渠道策略的针对性改进设计,分为销售渠道调整和创新、合理选择销售渠道成、销售渠道成员的绩效评估、激励与控制销售渠道成员和提高销售渠道管理能力等几个方面来改进其销售渠道策略。为了确保改进的销售渠道策略得到良好的实施,本文根据安文圆服装公司实际欠缺的部分做出了保障措施的建议。对于服装批发商来说,公司如何与销售渠道成员间进行合作实现共赢,如何与渠道成员长期保持友好合作关系等都是值得研究的问题。本文对销售渠道策略的改进研究,在实际操作中有一定的应用价值。
[Abstract]:With the rapid development of China's economy, the quality of life of people has been greatly improved, the proportion of clothing consumption is increasing, at the same time, The garment wholesale industry is also booming. For garment wholesalers in Guizhou Province, the overall relocation of the integrated wholesale market to Southwest International Trade City in 2014, Based on the theoretical basis of domestic and foreign sales channels and strategies, through empirical investigation and research method and literature method, combined with the Anwen Yuan clothing company's own situation, This paper analyzes the current situation of sales channel strategy by using PEST analysis and influencing factors analysis of sales channel decision, and finds out that there are several main problems in the marketing channel strategy of the company: first, the channel member's own problem. The second is the conflict between the channel members and the company, and the third is the conflict and competition among the channel members. At the same time, this paper puts forward the targeted improvement design of the marketing channel strategy of the company, which is divided into the adjustment and innovation of the sales channel, the reasonable choice of the sales channel. To improve the sales channel strategy in order to ensure that the improved sales channel strategy is well implemented, the sales channel member's performance evaluation, incentive and control of the sales channel member and the improvement of the sales channel management ability are taken to improve the sales channel strategy. In this paper, according to the actual lack of Anwanyuan clothing company to make the recommendations of safeguards. For garment wholesalers, how to cooperate with the members of the sales channel to achieve win-win. It is worth studying how to keep friendly and cooperative relationship with channel members for a long time.
【学位授予单位】：贵州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.86

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