A公司市场营销渠道策略研究
发布时间：2019-06-14 07:20
【摘要】： 营销渠道又称为分销通路,是产品从生产者传到消费者手中所经过的通道,其最终目的在于让产品和服务以最有效的方式被消费。 营销渠道是企业成长过程中最关键的外部动力。在市场竞争日益激烈的今天,产品、价格、广告日趋同质化,单凭产品的独立优势赢得竞争已经非常困难。渠道已经成为企业取得竞争优势,提高市场占有率的重要工具。渠道策略是整个营销策略的重要组成部分,渠道的选择和管理在产品营销中起着至关重要的作用。如何针对产品特点设计自己独具特色的营销渠道,如何利用营销渠道更好地从事产品分销,已日益成为企业营销工作的重点问题。 A公司生产的B产品2004年4月进入市场时,授权成都一家公司(以下简称“成都公司”)在全国范围独家销售。成都公司经过近两年的市场运作,B产品在市场上始终表现平淡,每月销量仅占产能的5%左右,与A公司的预期目标相距甚远。2005年年底,A公司收回成都公司全国总经销权,由企业自主销售。A公司收回全国总经销权以后,基本沿用了原成都公司的经销网络和营销模式,没有制定新的营销战略,营销渠道效率低下、管理粗放,价格策略不合理,致使B产品市场得不到拓展,销量无法提高,远远不能满足A公司的生产能力,削弱了A公司的综合竞争能力,制约了公司的发展,公司经营因此陷入困境。 本文从A公司所处内外部环境入手,运用SWOT法对A公司的优势、劣势、机会、威胁进行了分析,通过分析A公司当前存在的问题,结合营销渠道理论,对公司渠道设计、渠道成员选择、渠道管理等方面做了详细分析,并对营销渠道的建立和控制、渠道绩效评估提出了方案和解决办法。 本文是针对A公司营销渠道策略所做的研究,希望能使A公司在营销渠道管理中进一步规范、完善,建立适合自己的渠道管理系统,促进A公司的销售工作,提高公司竞争力,为A公司的长远发展做出贡献。本研究不仅对A公司的营销渠道建设与改进有较强的现实意义,而且对同类企业如何构建企业竞争优势也有一定的参考价值。
[Abstract]:Marketing channel, also known as distribution channel, is the channel through which products are passed from producer to consumer, and its ultimate goal is to make products and services consumed in the most effective way. Marketing channel is the most key external motive force in the process of enterprise growth. In the increasingly fierce market competition today, products, prices, advertising is becoming more and more homogeneous, it is very difficult to win the competition only by the independent advantage of the product. Channels have become an important tool for enterprises to gain competitive advantage and improve market share. Channel strategy is an important part of the whole marketing strategy, and channel selection and management play an important role in product marketing. How to design their own unique marketing channels according to the characteristics of products, and how to use marketing channels to better engage in product distribution, has increasingly become the key issue of enterprise marketing work. When the B products produced by Company A entered the market in April 2004, a company in Chengdu (hereinafter referred to as "Chengdu Company") was authorized to sell them exclusively throughout the country. After nearly two years of market operation, Chengdu Company has always performed mediocre in the market, with monthly sales accounting for only about 5% of the production capacity, which is far from the expected target of Company A. at the end of 2005, Company A recovered the total distribution rights of Chengdu Company and sold them independently. After Company A recovered the total distribution rights of the whole country, it basically followed the distribution network and marketing model of the original Chengdu Company, and did not formulate a new marketing strategy. The efficiency of marketing channel is low, the management is extensive, the price strategy is unreasonable, the B product market can not be expanded, the sales volume can not be improved, it is far from meeting the production capacity of A company, weakens the comprehensive competitive ability of A company, restricts the development of the company, and the management of the company is therefore in a predicament. Starting with the internal and external environment of Company A, this paper analyzes the advantages, disadvantages, opportunities and threats of Company A by using SWOT method. By analyzing the existing problems of Company A, combined with the theory of marketing channel, this paper makes a detailed analysis of the channel design, channel member selection, channel management and so on, and puts forward some schemes and solutions for the establishment and control of marketing channel and the evaluation of channel performance. This paper is aimed at the research of A company's marketing channel strategy. It is hoped that A company can further standardize, perfect, establish its own channel management system, promote the sales work of A company, improve the competitiveness of the company, and contribute to the long-term development of A company. This study not only has a strong practical significance for the construction and improvement of marketing channels of A company, but also has certain reference value for how to construct the competitive advantage of the same kind of enterprises.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F274
本文编号：2499220
[Abstract]:Marketing channel, also known as distribution channel, is the channel through which products are passed from producer to consumer, and its ultimate goal is to make products and services consumed in the most effective way. Marketing channel is the most key external motive force in the process of enterprise growth. In the increasingly fierce market competition today, products, prices, advertising is becoming more and more homogeneous, it is very difficult to win the competition only by the independent advantage of the product. Channels have become an important tool for enterprises to gain competitive advantage and improve market share. Channel strategy is an important part of the whole marketing strategy, and channel selection and management play an important role in product marketing. How to design their own unique marketing channels according to the characteristics of products, and how to use marketing channels to better engage in product distribution, has increasingly become the key issue of enterprise marketing work. When the B products produced by Company A entered the market in April 2004, a company in Chengdu (hereinafter referred to as "Chengdu Company") was authorized to sell them exclusively throughout the country. After nearly two years of market operation, Chengdu Company has always performed mediocre in the market, with monthly sales accounting for only about 5% of the production capacity, which is far from the expected target of Company A. at the end of 2005, Company A recovered the total distribution rights of Chengdu Company and sold them independently. After Company A recovered the total distribution rights of the whole country, it basically followed the distribution network and marketing model of the original Chengdu Company, and did not formulate a new marketing strategy. The efficiency of marketing channel is low, the management is extensive, the price strategy is unreasonable, the B product market can not be expanded, the sales volume can not be improved, it is far from meeting the production capacity of A company, weakens the comprehensive competitive ability of A company, restricts the development of the company, and the management of the company is therefore in a predicament. Starting with the internal and external environment of Company A, this paper analyzes the advantages, disadvantages, opportunities and threats of Company A by using SWOT method. By analyzing the existing problems of Company A, combined with the theory of marketing channel, this paper makes a detailed analysis of the channel design, channel member selection, channel management and so on, and puts forward some schemes and solutions for the establishment and control of marketing channel and the evaluation of channel performance. This paper is aimed at the research of A company's marketing channel strategy. It is hoped that A company can further standardize, perfect, establish its own channel management system, promote the sales work of A company, improve the competitiveness of the company, and contribute to the long-term development of A company. This study not only has a strong practical significance for the construction and improvement of marketing channels of A company, but also has certain reference value for how to construct the competitive advantage of the same kind of enterprises.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F274
【参考文献】
相关期刊论文 前2条
1 庄贵军;权力、冲突与合作:西方的渠道行为理论[J];北京商学院学报;2000年01期
2 王朝辉;营销渠道理论前沿与渠道管理新发展[J];中央财经大学学报;2003年08期
，本文编号：2499220
本文链接：https://www.wllwen.com/wenyilunwen/guanggaoshejilunwen/2499220.html
