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论文编号：	1575
作者编号：	2220080759
上传时间：	2010/6/10 10:12:59
中文题目：	我国钢铁企业市场营销渠道建设与管理研究
英文题目：	Studies On Marketing Channels Building and Management For Chinese Steel Enterprises
指导老师：	韩德昌
中文关键字：	关键词：钢铁企业，营销渠道，营销渠道结构，营销渠道管理
英文关键字：	Key Words: Steel Enterprise, Marketing Channel, Marketing Channel Structure, Marketing Channel Management
中文摘要：	建设良好的营销渠道有利于提升企业的竞争力，钢铁企业也不例外。关于营销渠道的建设和管理，市场营销学和经济学已经做了大量的研究。本文借鉴了市场营销学的研究结论，按照市场营销的观念，从管理的角度，针对中国钢铁企业的现状和发展趋势，探索钢铁企业营销渠道的结构、设计和管理等问题。 在我国经济转轨过程中，我国钢铁的经营理念、产品生产和销售由计划逐步转向市场，这直接引起钢铁企业的营销渠道建设和管理问题。目前，我国钢铁企业营销渠道的建设和管理已经从无到有、从弱到强，随着市场经济的发展、经营环境的变化，一步一个脚印的向前发展。特别是最近十年，钢铁企业的营销渠道在规模、结构、运行方式和管理理念都发生质的变化。但是，与发达国家钢铁企业相比，我国钢铁企业营销渠道建设和管理还比较粗放，还有诸多不完善的地方。因此，在新的市场环境下，有必要探讨如何建立最佳的营销渠道结构，最有效的营销渠道管理模式，以及最可靠的营销渠道发展模式。 本文在借鉴市场营销学有关营销渠道的理论基础之上，以金华钢铁公司为例，对我国钢铁行业营销渠道的建设和管理进行了研究，全文共有四章。 第一章回顾了营销学关于营销渠道的基本概念、基本理论。 第二章分析了我国钢铁企业营销渠道的现状和发展趋势。 第三章在对我国钢铁企业产品的特点和市场特性分析的基础上，对金华公司营销渠道的结构选择和合约设计进行了研究。 第四章重点研究金华公司如何对营销渠道进行控制、考核、激励以及如何处理营销渠道中各种冲突现象。
英文摘要：	For a steel enterprise, building good marketing channels is one of the most important parts to competitive ability. In Economics and Marketing, much research was being focus on marketing channel. In marketing, the construction, designation and management of marketing channels has been being researched. Since the economic innovation, marketing channels have turned from assignment to market. Although not as other industry whose marketing channel is so colorful, the marketing channel of steel enterprise has been experiencing a dramatic change in construct performance and management, especially in recent years. According to the environment's variety, how to choose the best construct, the most efficient management and stable development for marketing channel, it is become a widespread question and need be solved as fast as people's ability. In this paper, by using related theories in marketing, marketing channel of steel enterprise is studied. Four chapters compose it. In Chapter 1, basic concept and theories about marketing channel in marketing are overviewed. In Chapter 2, the current situation and development trend of marketing channel in Chinese steel enterprises are analyzed deeply. In Chapter 3, it is mainly about the marketing channel's foundation in steel enterprises. Chapter 4 is mainly about management of marketing channel in steel enterprises, such as control, assessment, incentive, and conflict moderating.
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