联系我们

论文查询结果	返回搜索

论文编号：	7847
作者编号：	2120132693
上传时间：	2015/12/7 19:25:09
中文题目：	东鹏建材市场营销渠道研究
英文题目：	Research on Building Materials Marketing Channel of Dongpeng
指导老师：	任星耀
中文关键字：	建材市场；东鹏建材；营销渠道
英文关键字：	Building materials market; Dong peng; Marketing channel
中文摘要：	在过去很长一段时间里，国内经济的发展是以房地产建设为依托、源动力，引领着各个行业进行快速的发展，这种经济发展态势在未来一定时间内仍然会持续下去。而作为与房地产业密不可分的建材行业，也正是因为房地产业过去的高速发展，得到了十几年的稳定高速成长。然而，与很多行业一样，市场的火热吸引了越来越多的公司涌入，大批国内外的巨头企业、或是新兴本土企业的加入给原本就火爆的市场带来了更剧烈的竞争，原本一些在国内处于快速成长阶段但尚未成熟的建材企业由此面临了空前的压力。这种压力集中体现在了建材市场中的产品同质化严重、竞争手段日益复杂、营销方式匮乏创新等一些方面。在这种市场环境当中，企业如何能够摆脱这些问题的困扰，找出一条可行的路径，就成为了一项具有现实研究价值的议题。营销渠道的设计及管理是企业营销中一项极为重要的环节，它的选择影响了企业一系列后续营销活动的展开乃至企业的发展。对建材行业来说，因为它所针对的消费者结构、消费方式的不同会产生不同的营销渠道组织方式，所以对于建材行业中的企业来说，营销渠道也就成为了区隔于竞争对手的一项有效竞争手段。文章首先对营销渠道相关理论进行了回顾，主要整理了营销渠道相关概念、营销渠道关系与功能、营销渠道结构以及渠道管理几方面内容。其次，对我国建材市场环境进行了分析，包含了建材市场竞争情况、建材家居市场消费特点、消费者行为变化趋势等内容。在此基础之上，对东鹏建材的营销渠道设计进行了分析，包含了渠道系统长度、宽度以及系统结构几个方面。最后，对东鹏建材的营销渠道管理进行了较为细致的分析，包含了渠道成员管理、渠道控制管理、渠道激励以及冲突管理。通过研究发现，东鹏建材营销渠道的变化深刻反映了当今建材企业营销渠道变化的趋势，影响主因素——信息时代下消费者的变化需求。任何市场行为都离不开消费者，一个时代的消费者的行为决定了市场走向，也决定了营销渠道的发展方向。
英文摘要：	In a long time in the past, the development of the domestic economy is based on real estate construction and the source power to lead industries rapid development. In the future, the economic development trend will still continue at certain period of time. Building materials industry, as one of the industry which is closely connected with the real estate industry, it’s more than 10 years of steady high speed growth is just because of the development of real estate industry in the past . However, as with many industries, hot market is attracting more and more companies, large or giant enterprises at home and abroad, or emerging domestic enterprises to join to emerging markets has brought severe competition originally. Thus, some domestic building materials enterprises, which has been developing rapidly and not yet ripe, will face unprecedented pressure. The pressure is embodied in the serious product homogeneity in the building materials market, means of competition increasingly complex, the lack of marketing innovation. In this market environment, how to get rid of these problems, find out a feasible path, has become a realistic issues with research value. Marketing channel design and management is one of the most important link in the process of the enterprise marketing, it influences a series of subsequent marketing activities and even the development of enterprises. For building materials industry, because it is according to the consumer structure, the consumption of different will have different ways of marketing channel organization, so for enterprise of building materials industry, the marketing channel is also became an effective means of competition for the segregation in the competition . This paper first reviewed on the relevant theories of marketing channel, mainly analyzed related concept, the marketing channel relationship and function of marketing channel, the marketing channel structure and channel management. Secondly, the environment of building materials market in China was analyzed, containing the situation of building materials market competition, the characteristics of building materials furniture market consumption, trends of changes in consumer behavior, etc. On this basis, the marketing channel design of Dong peng building materials in China are analyzed, containing the channel length, width, and system structure. Finally, the materials marketing channel management in China are detailed discussed , containing the channel member management, channel control, channel motivation and conflict management. Through the study found that the change of Dong peng building marketing channel profoundly reflect the main factors which affect the changes of the trend of building materials enterprise marketing channel in today - changes of consumer demand in the era of information Any market behavior is inseparable from the consumer, the consumer behavior of an era determines the direction of the market, also determine the development direction of the marketing channel.
查看全文：	预览  下载(下载需要进行登录)