TJTG公司海事通信设备营销渠道改进研究

发布时间：2018-05-04 21:30

本文选题：营销渠道 + 海事通信　；参考：《天津财经大学》2015年硕士论文

【摘要】：随着通信技术手段的发展,海事通信设备作为船舶必不可少的配套设施,对于航行的安全性起到重要的保障作用。在海事通信设备的市场营销过程中,营销渠道逐渐成为企业能否取得市场成功的关键因素。对于海事通信设备营销渠道的研究,不仅能够弥补目前海事通信市场营销渠道研究方面的不足,也能为相关企业的实际工作起到现实的指导作用。文章以TJTG公司为研究对象,在结合当前国内市场整体状况以及对公司营销渠道现状进行探究和思考的基础上,指出了营销渠道存在的渠道管理混乱、信息反馈不及时、渠道冲突激烈等具体问题。分析认为问题的成因是：渠道结构方面的设计不合理、覆盖水平不均和扁平化程度不够,渠道行为方面的目标差异、资源稀缺和决策分歧,以及渠道管理方面的维护不力和激励不完善等。在此基础上,进一步明确了渠道优化设计的原则、目标和具体调整措施,并从品牌建设、制度制约、网点布局和处理竞争等角度探讨了营销渠道冲突的解决方式。最后,对渠道维护的流程和工作内容、各级经销商的激励措施方面提出了相应的改进建议。TJTG公司通过实施这些改进措施,能够显著地提高市场竞争力,获得更好的经济效益,并对国内海事通信设备其他相关生产企业具有借鉴意义。
[Abstract]:With the development of communication technology, maritime communication equipment, as a necessary supporting facility of ships, plays an important role in ensuring the safety of navigation. In the marketing process of maritime communication equipment, marketing channel has gradually become the key factor to the success of the market. The research on the marketing channel of maritime communication equipment can not only make up for the deficiency of the current research on the marketing channel of maritime communication, but also play a practical guiding role for the actual work of related enterprises. This paper takes TJTG Company as the research object, on the basis of exploring and pondering the current situation of domestic market and marketing channel of the company, points out that the channel management of the marketing channel is confused and the information feedback is not timely. Fierce channel conflict and other specific issues. The causes of the problems are: unreasonable design of channel structure, uneven coverage and flat degree, different goals in channel behavior, scarcity of resources and different decision-making. As well as the channel management maintenance is weak and the incentive is not perfect and so on. On this basis, the principles, objectives and specific adjustment measures of channel optimization design are further clarified, and the solutions to the conflicts of marketing channels are discussed from the aspects of brand building, system restriction, distribution of outlets and handling of competition. Finally, to the channel maintenance flow and the work content, the corresponding improvement suggestion. TJTG company through the implementation of these improvement measures, can significantly improve the market competitiveness and obtain better economic benefits. And the domestic maritime communication equipment other related production enterprises have reference significance.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.6

【相似文献】