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论文编号：	1561
作者编号：	2220070789
上传时间：	2010/1/18 16:12:53
中文题目：	北新建材营销渠道建设及创新研究
英文题目：	北新建材营销渠道建设及创新研究
指导老师：	白长虹
中文关键字：	建材行业 市场营销 营销渠道 全渠道
英文关键字：	Building material industry Marketing Marketing channels All channels
中文摘要：	我国自改革开放以来，经济高速运转，尤其在加入世贸组织、融入经济全球化等重大经济背景下，中国企业之间的竞争愈发激烈，已经不再仅仅局限于在技术、制造、品牌之间的竞争，越来越多的企业已把竞争的重点转移到企业的营销渠道上来。企业要想在激烈的市场竞争中立于不败之地，就必须加强自己的渠道建设，掌控渠道，决胜终端已成为中国民族企业的共识与营销实践。 在上述背景下，本文以市场营销学为理论基础，综合运用理论分析与案例分析相结合、分类研究与比较研究相结合的研究方法，在总结与借鉴西方营销渠道理论精华的基础上，结合国内学者的研究和创新，从营销渠道的创新理论出发，在分析了北新建材所处纸面石膏板行业状况之后，阐述了北新建材传统营销渠道存在的种种弊端，从而引出了北新建材的全渠道建设。本文详尽论述了全渠道建设的方式和方法，以及实行的效果。并从新旧渠道的优劣对比出发，得出北新建材全渠道做法的合理性。北新建材的全渠道建设在融合并创新运用现代化营销理念基础上，为我国建材行业的企业走出了一条现代化营销之路。 全渠道建设研究的目的是通过对现有的营销渠道基础理论和创新理论进行剖析，结合北新建材的营销渠道创新实际成果——全渠道营销，为新形势下建材业渠道管理理论的发展、创新提供新的思路；其次，为北新建材营销渠道建设创新的完善提供理论参考；再次，根据北新建材的实际情况及其内外环境，提出营销渠道创新建议，提高渠道管理的透明性和准确性。 本文的创新之处在于首次提出营销全渠道建设的概念。通过详细阐述北新建材在渠道创新的实例来展示全渠道的内涵。北新建材全渠道建设的理念一是注重顾客需求，注重市场变化，实时调整渠道组织结构以满足客户的需要。二是通过顾客需求分析，在精耕细作传统渠道的同时，开辟新的渠道去覆盖顾客需要。三是注重顾客关系管理，变交易型营销为关系型营销。
英文摘要：	Since the reform and opening up of China's economic high-speed operation, especially in the accession to the WTO and other major economies into the background of economic globalization, China's increasingly fierce competition among enterprises is no longer confined to the technical, manufacturing, brand competition among a growing number of businesses have competition, the focus shifted to business marketing channels up. Enterprises can not succeed in the fierce market competition in an invincible position, it must strengthen its own channel construction, control channel, run-off the terminal has become the consensus of national enterprises and marketing practices. In the above context, this paper, on the basis of marketing theory, integrated use of theoretical analysis and case studies combined, classification research and comparative study of combining research methods, learn from the West in the summary and the essence of marketing channels on the basis of the theory, combined with domestic academic research and innovation, from the innovative marketing channel theory, the analysis of the Beijing New Building Materials in which gypsum board industry conditions, the Beijing New Building Materials described the existence of traditional marketing channels, the drawbacks, which leads to the Beijing New Building Materials construction of the entire channel. This paper discusses in detail the construction of the entire channel ways and means, as well as the implementation of results. From the comparative advantages and disadvantages of the old and new channels start to arrive Beijing New Building Materials-wide channel approach is reasonable. Beijing New Building Materials in the integration of the entire channel construction, and innovative use of modern marketing concepts based on the enterprise of China's building materials industry, out of a modern way of marketing. All channel construction aim of the study is through the existing marketing channels, the theory of the basic theory and innovation analysis, combined with Beijing New Building Materials innovative and practical results of the marketing channel - all channels of marketing, for the new situation the theory of building materials industry in the development of channel management, innovation to provide new ideas; Secondly, Beijing New Building Materials to build an innovative improvement of marketing channels and provide a theoretical reference; again, according to the actual situation in Beijing New Building Materials and its internal and external environment, put forward innovative proposals marketing channels to improve channel management, transparency and accuracy. Innovations of this article is the first time that all channels of marketing the building concept. Beijing New Building Materials by detailed examples of innovation in the channel to show all the content channels. Beijing New Building Materials construction of the whole idea of one channel of customer demand-oriented, market-oriented changes in the organizational structure of channels of real-time adjustments to meet customer needs. Second, through customer needs analysis, in the intensive traditional channels at the same time, opening up new channels to cover the needs of customers. Third, focus on customer relationship management, and change the relationship between transactional marketing model marketing. Guan Li (Executive Master of Business Administration) Directed by Prof. Bai Changhong
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