联系我们

论文查询结果	返回搜索

论文编号：	8666
作者编号：	2120142771
上传时间：	2016/12/6 21:51:50
中文题目：	L公司工业品营销渠道改善研究
英文题目：	The Improvement Research of Company L’s Industrial Products Sales Channel
指导老师：	周建教授
中文关键字：	营销渠道；工业品；渠道改进；服务分销；渠道冲突管理
英文关键字：	Sales channel; industrial product; channel improvement; service distribution; conflict management
中文摘要：	营销渠道作为成功将价值传递到最终消费者的供应链的重要环节之一，在现代商业模式中，已经成为衡量一个企业核心竞争力的重要指标之一。工业品的营销渠道，由于其产品的高技术含量、采购量大、售后服务更专业等特点，相较普通商品的营销渠道成员要求更高、培训时间也更长。因此，发现现有营销渠道问题并对其进行改善是任何公司特别是中小公司都是至关重要的。 本研究以L公司营销渠道为例，结合PEST模型、五力模型和价值链分别得出的其外部环境和内部环境因素，分析了营销渠道的种种问题，利用SWOT II型模型分析出其营销渠道的优势、劣势、机会和挑战，并给出了相应的不同战略。随后，结合外部内部环境，利用营销渠道相关知识，从渠道结构、成员类型、资源分配、渠道规则、服务分销和互联网+等几个方面规划L公司营销渠道改进方案，并对其经济性和可控适应性进行评价。接着，对规划出的营销渠道提出了几个方面的管理措施和方法，包括营销渠道成员的开发和选择、渠道成员的考核、培训和激励等，营销渠道在忠诚度、市场反馈、成本和品牌经营等几个方面的控制，以及客户备案制度和渠道冲突管理等几方面的综合管理等。 本研究剖析了L公司现有营销渠道存在的问题、制定出改善的营销渠道改善规划、并且针对改善规划的实施和营销渠道的控制提出了相应的管理方法，使得L公司可以按图索骥，提高营销渠道效率，从而最终达到整体销售状况改良、市场占有率提高、使其能够良性地可持续地健康发展。
英文摘要：	Sales channel, as one of the key factors in supply chain used to transfer value to end users, has been one of the most important factors to judge enterprises’ core competitive force in the modern business operation. Industrial products sales channel, due to its characteristics of high technology, big procurement quantity, professional after service and so on, need higher requirements on channel members and also longer time for training comparing with general products sales channel. Therefore, it is very important for middle and small size companies to find out sales channel symptom and to improve. This thesis, uses the Company L’s sales channel as an example, applies PEST model, five force model and value chain model to find out its external and internal environment and concludes few sales channel symptom and uses SWOT II model to get Company L’s sales channel’s strength, weakness, opportunity, threat and relative strategic solutions. After that, according to its external environment, utilizes sales channel knowledge and methodology to give out improvement proposal upon channel structure, member types, resources allocation, channel planning, service distribution, internet + and so on, and evaluate its economy and controllable adaptability. Then, proposes management ways and solutions for the planned improved sales channel, it includes sales channel member development and selection, channel members’ assessment, training and motivation, controllability on sales channel loyalty, market feedback, cost, branding and so on. Moreover, project registration rule and conflict management are also studied. This thesis decompose Company L’s sales channel symptoms, proposes improvement plan, provides manage and control ways and methods on improved sales channel plan. It makes Company L easily to find right direction, increase sales channel efficiency, to ameliorate sales status in the end to increase market share and keep sustainable development.
查看全文：	预览  下载(下载需要进行登录)