联系我们

论文查询结果	返回搜索

论文编号：	4566
作者编号：	2220110510
上传时间：	2012/9/18 14:49:45
中文题目：	阿乐斯国际有限公司在华营销渠道战略研究
英文题目：	Research on Armacell’s Marketing Channel Strategy in China
指导老师：	赵伟
中文关键字：	关键词：营销渠道，渠道战略，地区代理
英文关键字：	Key words: Marketing Channel; Channel Strategy; Regional Agency
中文摘要：	当今全球一体化以及产品的同质化使得企业之间的竞争趋向白热化，企业将产品成功出售变得日益困难，同时，企业仅仅通过产品、价格和促销等要素的差异化以获得竞争优势也变得愈加困难。而通过建立竞争者难以模仿的渠道战略则为企业在商战中打开了新的机遇。有效的渠道战略可以使渠道的效率得到提升，企业可以用更少的渠道成本实现更多的销售额。对于一家大型的跨国企业来讲，面对中国的政治、经济、市场、文化等新环境，在中国建立代理经销渠道需要考虑诸多因素，精密部署。阿乐斯国际有限公司，作为一家跨国公司，一方面其品牌优势、先进技术等为其外部渠道提供了销售支持，而另一方面中国国内的竞争不断升级，并不能确保企业的市场份额永远不被侵蚀，企业需要通过设计高效的渠道战略，既应保证销售绩效，又要及时反映市场的动态，满足目标顾客的真实需求，同时建立畅通的旧材料回收链条，降低成本，实现节能环保。可以说，外部渠道是企业销售和回收工作的重要环节和主要承担者，它可以比企业自行运营更低的成本实现这些经营活动，对外部渠道的有效管理以及渠道战略的设计对企业，尤其是像阿乐斯国际有限公司这样的在华经营的跨国公司而言，有着十分重要的意义。本研究在概括回顾渠道管理及渠道战略相关理论的基础上，分析并探讨了阿乐斯国际有限公司作为一个高新技术工业品的跨国外企在华渠道战略的现状和问题，分析了阿乐斯公司在华渠道的影响因素，阐析了阿乐斯公司在华渠道战略的总体架构及相应的管理策略体系，并以阿乐斯公司华东地区代理商为例，探讨了阿乐斯公司在华渠道竞争战略的主要内容，以及渠道管理策略的运作实施。论文研究具有一定的创新性，研究结论对有关企业渠道建设与管理具有借鉴意义。
英文摘要：	Globalization and products’ homogenization have made the competition between manufacturers fiercer and fiercer, which makes marketing fall into an embarrassment. Implying the heterogeneous elements such as product, price or promotion to gain competitive advantages has become increasingly difficult for companies. However an inimitable marketing channel strategy offers opportunities for companies to win the business battles. An effective marketing channel strategy may improve the channel’s efficiency and cut down the cost to realize more sales. For a large multinational corporation facing a new Chinese political, economic, market and cultural environments, it is important to consider many factors and deploy precisely to establish agent distribution channels in China. Armacell LLC., as an international enterprise, possesses outstanding brands and advanced technologies, which has supported the sales realized by agents. Meanwhile the increasing competitions in China cannot guarantee an unchangeable market share, and they have to plan an efficient channel strategy to ensure high sales performance, reflect the changes of the market timely, meet the real needs of target customers, and establish smooth recycling chains to reduce costs, save energy and protect environment. It can be said that external channels are the important section and main body for sales and recycling since they can operate these jobs at a lower cost than companies. Therefore to supervise external channels and design an efficient channel strategy is of much importance to a multinational company in China like Armacell LCC. This thesis has reviewed the theories about marketing channel management and marketing channel strategy, analyzed Armacell LCC.’s the features and problems about the marketing channels in China as a high-tech enterprise producing industrial products, and elaborated the related factors, the whole framework and management strategy system about the marketing channels in China. This thesis has also taken Armacell LCC.’s agent of East China for example to illustrate Armacell LCC.’s competitive strategy and management and operating methods about marketing channel in China. This thesis is innovative, and the conclusions and research findings will provide references to channel construction and management for relevant enterprises.
查看全文：	预览  下载(下载需要进行登录)