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论文编号：	6753
作者编号：	2120122895
上传时间：	2014/12/5 18:29:33
中文题目：	LS公司营销渠道改进策略研究
英文题目：	Improvement strategies of the marketing channel in LS enterprise
指导老师：	杜建刚
中文关键字：	营销渠道；渠道冲突；渠道优化；渠道激励；营销渠道管理
英文关键字：	Market channel; Market channels conflict; Market channel improvement, channel simulation; The market channel management
中文摘要：	市场营销是企业通过交易实现商品价值的过程，菲利普.科特勒认为：“营销渠道就是商品和服务从生产者向消费者转移过程的具体通道或路径”。一条适合企业自身的营销渠道，不仅可以及时地将商品和服务从生产者转移到消费者，更可以提高企业的销售额，降低销售成本，增加现金流。每个企业成立之初都规划建立自己的营销渠道，但在企业发展壮大过程中随着市场环境、产品、技术、自身规模等因素的不断发展而变化，一成不变的营销渠道势必然不能满足企业每个发展阶段的要求。怎样跟据内外环境变化及时调整营销渠道，选择直销或分销、适时调整二者结合的比例搭配，如何让企业的营销渠道达到最优，是每个企业面临的重要问题。 本文以一家在世界新能源行业领先的中国锂电池企业LS公司为案例，结合作者在LS公司从事了七年的销售工作经验，通过参阅国内外相关的营销渠道分析，并参考各种优化的文献资料，以理论结合实际的方式论述了关于该企业营销渠道的原有特点、剖析公司发展过程中的营销渠道产生的相关问题、分析现有营销渠道的冲突以及其他负面影响、直销与分销在营销渠道中的比例、角色、关系等，并且提出适合公司发展的营销渠道改进建议。首先，本文通过“环境分析”（PEST+竞争）的理论来分析LS所处的环境以及LS所面临的竞争环境分析。其次，本文剖析了LS公司营销渠道的现状及问题分析，主要包括：营销渠道的冲突，营销渠道激励缺乏,销售额增速放缓等。第三，本文根据对内外环境与企业自身规划的分析,对LS公司的营销渠道提出一系列针对性的改进方案。最后，通过一系列的保障因素的实施来确保关于营销渠道改进方案的顺利实施。
英文摘要：	Marketing is a process of realizing the value of the products through market exchange. Philip Kotler said:” Marketing channel is a specific method or path to transfer the product or service from the producer to consumers”. A market channel suitable for the enterprise itself not only can transfer the goods and service from the producer to consumer just in time, but also will decrease the cost, and increase the cash flow. Every enterprise has market channels when it established, but an unchangeable market channel cannot meet the needs of every development stage of the enterprise. How to adjust the market channels in time, for example, whether to choose direct sales or distribution sales, how to adjust these two kinds of market channels, in order to get the best results, is the most important issue that every enterprise faces to. The article analyses the market channels of the LS-company, I had work there for seven years, a state-owned lithium battery manufactory, which is a leading company in the new energy field. With my seven years work experiences in this company, the review of relative literatures, and the integration of the theory and the reality, I analyze the original character of LS-company. Through the analysis of the problems of the present market channel, the conflict of several market channels, the relation, roles, proportions of direct sales and distribution sales, this thesis will give suggestion of how to develop a market channels suitable for the development of the enterprise. Firstly, I will analyze the environment and competition situation of the LS-company through the “environment analysis”; secondly, analyze the reality and problem of the LS-company, such as the conflict of the direct sales and distribution sales, the stimulation issue of market channels. Then I will give some suggestions about how to improve the market channels of LS-company. Finally, I will analyze the methods, through which the enforcement of the new market channels can be assured effectively.
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