广州DJ公司营销渠道的构建与管理
发布时间:2018-03-30 19:20
本文选题:广告设备 切入点:渠道 出处:《电子科技大学》2008年硕士论文
【摘要】: 进入21世纪以来,随着经济的全球一体化加速,成本压力不断上升,竞争愈演愈烈,营销的重心也逐步转移到关注并满足客户的需求。这些变化的出现,使得营销组合中的营销渠道越来越被学界和企业界所重视,营销渠道的构建和管理已经成为企业应对变化,满足顾客需求,赢得竞争的关键性武器。然而,部分企业尤其是中小高新技术企业在进行渠道的构建和管理时,多数是“拍脑袋”凭经验,或者是靠模仿来进行渠道构建与管理,往往留下诸多冲突、隐患,走了不少弯路。 本文以由中间商向制造商转型的小型高科技企业广州DJ公司为背景,通过大量查阅文献、实地调研,广泛运用所学的市场营销理论,深入分析我国广告设备行业的特点以及区域市场的差异性,结合自身工作实际,为广州DJ公司如何通过构建和管理好营销渠道,迅速切入地域差异显著的区域市场,提供切实可行方案。 本文首先从广州DJ公司所面临的市场竞争和渠道环境现状出发,结合广州DJ未来的战略发展目标,运用管理科学和营销理论知识,提出广州DJ公司在现阶段渠道的目标与定位。 其次,对比行业内的渠道模式及其优劣,分析影响渠道构建的重要因素,提出广州DJ公司渠道设计方案,即DJ公司应该坚持扁平化的原则,结合区域市场差异建立直销、分销、直销-分销相结合的多渠道系统。 然后,提出广州DJ渠道成员的选择办法。 最后,探讨广州DJ公司的营销渠道的管理。 期待本文对转型中或创业型的高新技术企业如何根据市场环境、行业特点,结合本企业的产品和实力,提出有针对性的渠道策略,设计渠道结构,做好渠道管理,从而形成自己独特的竞争力,有一定的借鉴意义。
[Abstract]:Since the 21st century, with the acceleration of the global integration of economy, the pressure of cost is rising, the competition is becoming more and more fierce, and the focus of marketing has gradually shifted to pay attention to and meet the needs of customers.The emergence of these changes makes the marketing channel in the marketing mix more and more valued by the academic and business circles. The construction and management of the marketing channel has become the key weapon for enterprises to cope with the changes, meet the needs of customers, and win the competition.However, when some enterprises, especially small and medium-sized high-tech enterprises, build and manage channels, most of them "beat their heads" on the basis of experience, or rely on imitation to carry out channel construction and management, which often leaves a lot of conflicts and hidden dangers.Many detours have been made.Based on the background of Guangzhou DJ Company, a small high-tech enterprise that is transforming from middleman to manufacturer, this paper makes extensive use of the marketing theory learned through a large amount of literature review and field investigation.Based on the analysis of the characteristics of advertising equipment industry and the difference of regional market in our country, combining with the reality of our own work, how to quickly cut into the regional market with significant regional differences through the construction and management of marketing channels in Guangzhou DJ Company,Provide practical solutions.Based on the current situation of market competition and channel environment in Guangzhou DJ Company and the strategic development goal of Guangzhou DJ in the future, this paper puts forward the target and orientation of Guangzhou DJ Company at the present stage by using management science and marketing theory knowledge.Secondly, comparing the channel mode and its advantages and disadvantages in the industry, analyzing the important factors that affect the channel construction, putting forward the channel design scheme of Guangzhou DJ Company, that is, DJ company should adhere to the flat principle, combine with the regional market difference to establish direct sales, distribution.Direct selling-distribution of multi-channel system.Then, put forward Guangzhou DJ channel member's choice method.Finally, the marketing channel management of Guangzhou DJ Company is discussed.It is expected that this paper will put forward targeted channel strategies, design channel structure, and do a good job of channel management according to the market environment, industry characteristics, and the products and strength of the enterprise.In order to form their own unique competitiveness, there is a certain reference significance.
【学位授予单位】:电子科技大学
【学位级别】:硕士
【学位授予年份】:2008
【分类号】:F274
【参考文献】
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