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论文编号：	10455
作者编号：	2120162894
上传时间：	2018/12/6 15:39:07
中文题目：	OWLS公司基于营销外包战略的营销渠道管理改进方案研究
英文题目：	Research on Marketing Channel Management Improving Program Based on Marketing Outsource strategy of OWLS
指导老师：	焦媛媛
中文关键字：	营销外包; 营销渠道; 渠道冲突; 组织学习
英文关键字：	Marketing Outsource; Marketing Channel; Channel Conflict; Organizational Learning
中文摘要：	近年来，随着社会的发展和技术进步，我国畜牧行业的发展也正在由粗放型向集约型进行过渡。自主培育和从国外引进的新品种高产动物在养殖业中得到了快速的推广，在很大程度上提高了养殖业的效率，但同时对养殖业的供应体系和管理水平提出了更高的要求。OWLS公司作为一家在动物营养领域有60多年历史的法国在我国设立的全资子公司，在多物种动物营养产品和养殖技术方面都有很大优势，但在市场本土化适应方面上一直举步维艰，导致市场潜力得不到有效发挥。 本文对OWLS公司以及其专业化产品进行了介绍，并对其营销实践过程中营销渠道存在的问题以及面临的宏观和微观环境进行了分析，以渠道结构理论、渠道行为理论为基础确立了OWLS公司基于营销外包战略的营销渠道结构。在此基础上，根据OWLS公司产品和服务的特点以及各渠道成员的特征，以交易成本理论、组织成本理论和组织学习理论为指导，对各渠道成员的职能进行了界定。在营销渠道管理改进方案的设计上重点研究了营销渠道冲突问题，渠道成员间的职能协同问题和营销渠道各成员的发展驱动力问题。在OWLS公司基于营销外包战略的营销渠道管理改进方案的评估中引入了平衡计分卡，分别从财务层面、客户层面、内部业务流程层面和学习与成长层面对OWLS公司营销渠道管理改进进行评估，并且在评估中把营销渠道的发展分成了四个发展阶段即投入期、发展期、成熟期和衰退期，从而有利于评估方法的精准界定，保障营销渠道管理改进方案服务于全营销渠道整体价值最大化。 最后得出了本文的结论，并为后续的研究指明了方向。
英文摘要：	Recently, with the development of society and technology progress, the development of China's animal husbandry industry is facing a transition from extensive to intensive. The domestic-breeded and imported new varieties of high-yield animals have been rapidly promoted to the stock farming industry, which has greatly improved the efficiency of the farmers. But at the same time it leads to higher requirements for the supply system and management level of the farms. As a wholly-owned subsidiary of France, which has a history of more than 60 years in the field of animal nutrition, OWLS has great advantages in multi-species animal nutrition products and stock farming technology, but it has been struggling in the market localization adaptation. This has led to the lack of effectiveness to release its whole market potential. This thesis introduced OWLS and its specialized products, analyzed the Macro and Micro business environment and Marketing Channel problems existed in its marketing practice. Based on channel structure theory and channel behavior theory, OWLS has set its Marketing channel structure based on marketing outsource strategy. On this basis, according to the characteristics of OWLS products and services and the characteristics of each channel member, the functions of each channel member are defined based on transaction cost theory, organization cost theory and organizational learning theory. In the design of the marketing channel management improving program, the problems of marketing channel conflicts, the function coordination between channel members and the driving force of the development of each member of the marketing channel are mainly studied. In the evaluation of marketing channel management improving program based on marketing outsource strategy of OWLS, the balanced scorecard was introduced to evaluate the improvement of marketing channel management of OWLS from the financial level, customer level, internal business process level and learning and growth level. In the evaluation, the development of the marketing channel is divided into four stages of development, namely, the input period, the development period, the maturity period and the recession period, which facilitates the precise definition of the evaluation method and ensures the marketing channel management improvement program serves the overall value maximization of the whole marketing channel. Finally, the conclusions of this paper are drawn and the direction is pointed out for the future research.
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