LG安防产品中国营销渠道规划研究

发布时间：2018-01-23 01:12

本文关键词： 战略营销渠道渠道冲突竞争营销策略　出处：《复旦大学》2009年硕士论文　论文类型：学位论文

【摘要】： 以企业的角度来看,营销活动是企业现金流的主要来源,是企业所有活动的重要基础。在激烈竞争的市场环境下,渠道已经成为越来越稀缺的资源。在快速消费品市场中,货架资源成为竞争者们主要的争夺目标。企业可以通过广告等营销活动提升自身的影响力,以拉动的方式吸引消费者购买。但是在安防市场这样典型的B2B行业,渠道意味着客户资源。企业则更加需要注重对渠道的维护和管理。本文首先概括了中国安防市场的发展历程。重点介绍了安防行业的外部环境和价值链体系。使我们能够对整体的行业环境有个初步的了解,为后面分析LG安防的竞争环境作出铺垫。然后重点探讨了渠道管理相关的理论知识,对营销渠道的设计、渠道政策的制定、渠道冲突的管理、渠道评价和激励等内容进行深入的了解。并结合战略管理方面的知识和关系营销等其他相关知识,使本文在理论方面获得更全面的分析研究。结合前面的安防行行业环境和讨论的理论知识,本文的核心部分论述了LG安防产品营销渠道规划。通过LG安防在中国的现状和竞争环境的分析,得出LG安防的营销战略方向,再基于这个战略方向得出渠道的规划和相关政策。本文最后分析这个渠道规划和相关政策的具体实施内容。分析实际操作中的效果和不足点。为向后持续的管理和改善提出建议。
[Abstract]:From the point of view of enterprises, marketing activities are the main source of cash flow and the important basis of all activities of enterprises. Channels have become increasingly scarce resources. In the FMCG market, shelf resources have become the main competition target for competitors. Enterprises can enhance their influence through marketing activities such as advertising. But in a typical B2B industry such as security market, channel means customer resource. Enterprises need to pay more attention to the maintenance and management of channel. This paper first summarizes the development of the security market in China, focusing on the external environment and value chain system of the security industry, so that we can have a preliminary understanding of the overall industry environment. It lays the groundwork for the analysis of LG security competition environment. Then it focuses on the theoretical knowledge of channel management, the design of marketing channel, the formulation of channel policy, and the management of channel conflict. With the combination of strategic management knowledge and other related knowledge of relationship marketing, this paper can get more comprehensive analysis and research in theory. Combined with the previous security industry environment and theoretical knowledge, the core part of this paper discusses the LG security product marketing channel planning, through LG security in China's current situation and analysis of the competitive environment. LG security marketing strategy direction, and then based on this strategic direction to obtain channel planning and related policies. Finally, this paper analyzes the concrete implementation contents of the channel planning and related policies, analyzes the effects and shortcomings of the actual operation, and puts forward some suggestions for the sustainable management and improvement.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274

【引证文献】