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论文编号：	14873
作者编号：	2320223845
上传时间：	2024/12/4 23:07:27
中文题目：	H公司营销渠道改进研究
英文题目：	Research on Marketing Channel Improvement of H Company
指导老师：	石鉴
中文关键字：	ICT行业；营销渠道；渠道管理；渠道成员；渠道结构；渠道控制
英文关键字：	ICT industry; Marketing channels; Channel management; Channel members; Channel structure; Channel control
中文摘要：	摘要 国家“十四五”发展规划指出，到2025年，信息通信技术行业将迎来显著的发展和变革，整体规模日益壮大，发展质量显著提升，数字赋能不断增强，逐步实现数字化转型，为全面建设社会主义现代化国家注入强大的动力。H公司经过十几年的深耕发展，已经成长为中国数字通信领域的翘楚。与此同时，整个行业的营销方式不断变化，营销渠道也在不断更新和迭代，营销渠道不仅是提升销售业绩的关键，更是构建持久竞争优势的重要基石。通过评估企业现状与市场需求、引入优质渠道、建立合理的渠道管理机制、持续优化与创新以及强调合作与共赢等措施，企业可以构建高效稳定的营销渠道体系，为赢得持久竞争优势奠定坚实基础。 本文从H公司经营情况出发，对营销渠道、营销渠道管理等国内外研究进行介绍，引用PEST、SWOT、渠道管理等理论基础；通过详尽阐述H公司的概况与业务发展历程，并运用PEST、SWOT模型对H公司的环境进行深度剖析，全面评估其H公司的潜在问题和风险，包括：渠道成员管理不当、渠道结构设计不合理、渠道关系不稳固、控制失灵等，并对渠道问题产生的成因展开了探索，发现具有如下原因：在不断变化的外部竞争环境下，渠道成员选择不当、考核方式简单、渠道冲突严重；渠道的设置与市场需求并不契合、布局不合理、渠道粘性差等。最后，结合H公司渠道管理存在的问题，对应给出改进策略，即对渠道成员、渠道结构和渠道控制三方面进行改进，并对实施改进过程中可能面临的困难提出相应的保障措施。 本文通过研究H公司营销渠道管理，有效发现并提出了改进策略及保障措施。这些措施将帮助H公司提高销量、增加市场份额，实现公司与渠道的双赢。同时，本研究为其他公司营销渠道管理提供了借鉴，丰富了营销渠道管理相关的理论知识，并为相关企业和行业实践提供了参考依据。 关键词：ICT行业；营销渠道；渠道管理；渠道成员；渠道结构；渠道控制
英文摘要：	Abstract The national "14th Five Year Plan" development plan points out that by 2025, the information and communication technology industry will usher in significant development and transformation, with an overall scale increasingly growing, development quality significantly improving, digital empowerment continuously enhancing, gradually realizing digital transformation, and injecting strong impetus into the comprehensive construction of a socialist modernized country. After more than a decade of deep cultivation and development, H Company has grown into a leader in the field of digital telecommunications in China. At the same time, the marketing methods of the entire industry are constantly changing, and marketing channels are constantly updating and iterating. Marketing channels are not only the key to improving sales performance, but also an important cornerstone for building sustainable competitive advantages. By evaluating the current situation and market demand of the enterprise, introducing high-quality channels, establishing a reasonable channel management mechanism, continuously optimizing and innovating, and emphasizing cooperation and win-win measures, enterprises can build an efficient and stable marketing channel system, laying a solid foundation for winning sustainable competitive advantages. Starting from the business situation of Company H, this thesis introduces domestic and foreign research on marketing channels and marketing channel management, citing theoretical foundations such as PEST, SWOT, and channel management; By elaborating on the overview and business development process of Company H in detail, and using PEST and SWOT models to conduct a deep analysis of the company's environment, a comprehensive assessment of the potential problems and risks of Company H was conducted, including improper management of channel members, unreasonable design of channel structure, unstable channel relationships, and control failures. The causes of channel problems were explored, and the following reasons were found: improper selection of channel members, simple assessment methods, and serious channel conflicts in the constantly changing external competitive environment; The setting of channels does not match market demand, the layout is unreasonable, and the channel stickiness is poor. Finally, based on the existing problems in H company's channel management, corresponding improvement strategies are proposed, which include improving channel members, channel structure, and channel control, and proposing corresponding safeguard measures for the difficulties that may be encountered during the implementation of the improvement process. This thesis explores the marketing channel management of H company and effectively identifies and proposes improvement strategies and safeguard measures. These measures will help H company increase sales, increase market share, and achieve a win-win situation between the company and its channels. At the same time, this study provides reference for marketing channel management of other companies, enriches the theoretical knowledge related to marketing channel management, and provides reference for relevant enterprises and industry practices. Key words: ICT industry; Marketing channels; Channel management; Channel members; Channel structure; Channel control
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