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| 论文编号： | 8632 | |
| 作者编号： | 2220140559 | |
| 上传时间： | 2016/12/4 15:45:37 | |
| 中文题目： | AT公司县级营销渠道优化与拓展策略研究 | |
| 英文题目： | Studies on Country level sales channel exploration and optimization for AT company | |
| 指导老师： | 张金成 | |
| 中文关键字： | 建材企业 营销渠道 优化策略 拓展策略 | |
| 英文关键字： | Building materials enterprises; Marketing Channel; Optimization strategy；Expansion strategy | |
| 中文摘要： | 县级城市是中国城镇化的主力，因此县级消费市场是重要的经济组成部分。如何开拓和管理县级渠道是各大建材家居企业和品牌考虑的重要课题，AT公司通过多年的尝试取得了一定的经济回报和管理运营经验，也面临竞争和挑战。本文紧密结合AT公司的行业特征和经营实际，用战略和发展的思维，深入探讨了公司县级营销渠道的管理变革策略。文中在阐明研究背景，意义并对相关理论进行回顾的基础上，首先结合公司的发展历史和管理现状，从房地产市场、建材市场、人口发展流通领域等方面对公司的外部环境进行分析得出了OT结论，并在对其内部资源分析的基础上得出了SW结论；进而揭示了其县级营销渠道的地理分布和渠道类型等特征与所面临的挑战，最后从渠道管理模式、服务模式和经销商选择与渠道素质提升等方面的研究提出了一系列渠道优化的策略，并从区域调整、评审与淘汰、经销商的开发功能增强等方面提出了公司县级营销渠道的拓展策略。 本文围绕上述研究主题，提出了一些具有一定创新性见解的研究结果，希望对相关类企业有一定的应用参考价值。 | |
| 英文摘要： | County-level cities are the main force of China's urbanization, so the county-level consumer market is an important economic component. How to develop and manage county-level channels is an important issue for home building enterprises and brands to consider. AT companies have achieved certain economic returns and management experience through years of trial. They also face competition and challenges. Based on the characteristics of AT industry and the actual operation, this paper deeply discusses the strategy of management reform of the county-level marketing channel with the strategy and development thinking. Based on the background and significance of the study and the review of relevant theories, the paper first analyzes the external environment of the company from the aspects of real estate market, building materials market, population development and circulation field, etc., and then analyzes the company's development history and management status. Then weconclude the SW and the characteristics and challenges of the county-level marketing channels such as the geographical distribution and channel type. Finally, the paper analyzes the channel management model, the service model and the dealer and Channel quality and other aspects of the proposed channel optimization strategy, and from the regional adjustment, review and elimination, the dealer's development capabilities to enhance the company's marketing channels at the county level development strategy. Based on the above research topic, this paper puts forward some research results with some innovative ideas, and has certain reference value for related enterprises. | |
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