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论文编号：	13836
作者编号：	2320200545
上传时间：	2023/5/31 22:44:37
中文题目：	L公司装饰建材营销渠道管理优化研究
英文题目：	Research on Management Optimization of Building Material Marketing Channel in L Company
指导老师：	李亚
中文关键字：	装饰建材; 营销渠道; 渠道结构; 渠道冲突; 渠道整合
英文关键字：	Marketing channel, Channel structure, Channel conflict, Channel integration, Decorative building materials
中文摘要：	当前随着各行业市场竞争加剧，大部分行业产品同质化越发严重，各企业单纯凭借产品的竞争优势发挥越发困难，进而企业之间的竞争也更多的从营销角度开展，其中营销渠道则是影响所有营销决策的重要一环。渠道是产品与市场的链接，不同的渠道成员在整个营销渠道体系中扮演着不同的角色，最理想的状态就是所有的渠道成员可以协同合作，创造出合作共赢的价值。但是在实际过程中，渠道与渠道之间，渠道与品牌方之间的关系是错综复杂的，如果不对渠道进行有效的管理和积极的推进，那么渠道不仅无法成为产品走向市场的通道，甚至可能成为市场推广的阻碍。 营销渠道的运营模式由单一渠道到多渠道，近年来更是凭借互联网、大数据等的技术发展衍生出全渠道模式，很快成为了各个企业竞相研究和追逐的焦点。而建材产品等传统行业的营销渠道受其产品性能及适用周期、施工安装售后等影响，仍然以线下且相对传统的渠道模式进行，因此如何结合公司自身情况调整渠道结构提高渠道效率，如何开展多渠道营销给终端客户更加全面的购买体验，是传统建材渠道管理上的差别化竞争要素。 本文站在L跨国集团公司在中国地区开展业务的角度上，针对其各产品事业部的渠道管理模式进行研究，通过整理L公司的渠道管理现况并分析出其中的问题，考虑各事业部产品面向市场的关联性以及渠道互通的可能性，结合营销渠道、渠道整合、渠道结构、渠道冲突等相关理论，制定L 公司渠道管理优化方案，减少渠道冲突同时加强渠道有效性，找到更为匹配适应当前环境的L公司渠道管理方案。最后本文通过对渠道管理优化方案的实施及评估，反应实施过程中发生的问题，并对整体方案进行总结，提出一些向后的建议及预测。
英文摘要：	At present, with the intensification of market competition in various industries, product homogeneity in most industries is becoming more and more serious, and it is becoming more and more difficult for enterprises to exert their competitive advantages simply by virtue of products. In addition, the competition among enterprises is more carried out from the perspective of marketing, among which the marketing channel is an important link affecting all marketing decisions. Channel is the link between product and market, and each channel member will play a specific role in the marketing channel. The success of a single channel member is based on the success of the whole channel, so the ideal state is that all members in the channel cooperate closely to achieve synergy. However, in the actual process, the relationship between channels, channels and brand parties is complicated. If the channels are not effectively managed and actively promoted, the channels will not only fail to become the channels for products to enter the market, but may even become an obstacle to market promotion. The operation mode of marketing channels has changed from single channel to multi-channel. In recent years, the all-channel mode is derived from the technological development of the Internet and big data, etc., which has soon become the focus of competing research and pursuit by various enterprises. However, the marketing channels of traditional industries such as building materials products are still carried out in the offline and more traditional channel mode due to the influence of product performance, application cycle, construction, installation and after-sales service. Therefore, how to adjust the channel structure and improve channel efficiency according to the company's own situation, and how to carry out multi-channel marketing to provide more comprehensive purchasing experience to end customers? Is the traditional building materials channel management on the differential competitive elements. From the perspective of L multinational Corporation's business development in China, this paper studies the channel management mode of each division of decorative building materials products. By analyzing the problems in the existing channel management of L Company, considering the relevance of each division's products to the market and the possibility of channel interworking, and combining the relevant theories of marketing channel, channel structure and channel integration, Formulate channel management optimization plan of L company, reduce channel conflicts and strengthen channel effectiveness, and find a channel management plan of L company that is more suitable for the current environment. Finally, through the implementation and evaluation of the channel management optimization scheme, this paper reflects the problems in the implementation process, summarizes the overall scheme, and puts forward some backward suggestions and predictions.
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