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论文编号：	13047
作者编号：	2320170469
上传时间：	2022/3/22 12:07:31
中文题目：	基于财务绩效评价的M公司激光器产品营销渠道优化研究
英文题目：	Researches On Marketing Channel Optimization Of M Company’s Laser Machine Based On Financial Performance Evaluation
指导老师：	刘志远
中文关键字：	激光器；财务绩效评价；营销渠道优化
英文关键字：	Laser device； Financial performance evaluation；Marketing channel optimization
中文摘要：	近年来，全球激光产业和我国的工业激光器市场规模都维持着较高增速，国产替代发展空间巨大，竞争日渐激烈。激光企业在提高自身技术优势的同时，需要快速的占领市场。提升营销渠道绩效是企业达成目标的关键因素。通过财务绩效评价来从结果角度出发来评价营销渠道，能够客观、高效的发现企业营销渠道存在的问题并提出优化策略，促进企业发展。 本文选择在激光行业十年的M公司为研究对象，该公司拥有多项自主研发的核心技术，发展前景广阔。近年M公司业绩虽然也保持一定速率的增长，但行业竞争加剧和外部环境的变化对该企业的快速发展提出更高要求。为了更好的增加公司的市场占有率，促进公司发展，本文采用结合财务绩效评价的方法对企业现状进行分析，聚焦营销渠道管理问题，并提出有助于销售业绩提升的营销渠道优化方案，具有实践意义。 本文结合激光行业特点和企业特性，基于财务绩效评价理论、市场营销渠道理论、渠道功能理论等理论，采取文献研究、深入访谈、比较分析等方法，通过对M公司的发展情况的介绍和公司财务报表的分析，聚焦于企业营销渠道，进而采用财务绩效评价方式对企业营销渠道进行分析，发现M公司营销渠道中影响企业销售业绩提升的若干问题，并通过对相关问题的思考和整理，提出了结合财务绩效评价方法的优化方法和保障方案，并提出结合相关优化方法在渠道管理过程中的综合应用方案。研究成果能够帮助M公司提升市场营销效能、财务绩效，同时也为同行业管理者提供发现和解决市场营销渠道问题的方法和财务绩效工具应用方案，有一定借鉴价值。
英文摘要：	In recent years, the scale of the global laser industry and China's industrial laser market are maintaining a high rate growth, the development space of domestic substitute is huge, the competition is increasingly fierce. Laser enterprises need to improve their own technical advantages and occupy the market quickly at the same time. Improving marketing channel performance is the key factor for enterprises to achieve their goals. To evaluate marketing channels from the results of the financial performance evaluation will be helpful for finding the problems hidden in the enterprise marketing channels, putting forward optimization strategies and promoting enterprise development objectively and efficiently. In this paper, M Company, which has been in the laser industry for ten years, is selected as the research object. The company has a number of core technologies independently developed and has broad development prospects. In recent years, M Company's performance has maintained a certain rate of growth, but the intensification of industry competition and changes in the external environment put forward higher requirements for its rapid development. In order to increase the company's market share rate better and promote the development of the company, this paper adopts the method of combining financial performance evaluation to analyze the current situation of the company, focuses on marketing channel management, and puts forward marketing channel optimization schemes conducive to the improvement of sales performance, which has practical significance. In this paper, combining with the characteristics of the laser industry and enterprise features, based on the financial performance evaluation theory, marketing channel theory and the channel function theory, take the methods of the literature research, in-depth interviews, comparative analysis, through the introduction of the development of M company and the company's financial statements analysis, focusing on enterprise marketing channel, Which adopts the financial performance evaluation method to analyze the enterprise marketing channel, found problems that influence enterprise sales in the marketing channel of M, and through thinking and sorting of related issues, in combination with the optimization of financial performance evaluation methods and security solutions are proposed, and puts forward relevant optimization methods in comprehensive application solutions in the process of channel management. The research results can help M company improve marketing efficiency and financial performance, and also provide methods to discover and solve marketing channel problems and financial performance tool application schemes for the other managers, which have certain reference value.
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