發(fā)布時(shí)間：2019-02-16 08:41

【摘要】：在現(xiàn)代市場(chǎng)營(yíng)銷(xiāo)中,營(yíng)銷(xiāo)渠道戰(zhàn)略在企業(yè)中戰(zhàn)略地位越來(lái)越重要,營(yíng)銷(xiāo)渠道對(duì)于企業(yè)的發(fā)展中發(fā)揮著越來(lái)越重要的作用。“渠道為王”、“誰(shuí)擁有渠道,誰(shuí)就擁有未來(lái)”、“渠道霸權(quán)”等理念逐漸被企業(yè)所接納。在產(chǎn)品同質(zhì)化嚴(yán)重、價(jià)格差距縮小、促銷(xiāo)手段基本類(lèi)同的市場(chǎng)環(huán)境下,各企業(yè)獨(dú)特的營(yíng)銷(xiāo)渠道策略也成為短期不宜被模仿并獲得競(jìng)爭(zhēng)優(yōu)勢(shì)的重要手段。本文的研究從營(yíng)銷(xiāo)渠道管理的相關(guān)理論出發(fā),結(jié)合工業(yè)品的產(chǎn)品特點(diǎn)和市場(chǎng)營(yíng)銷(xiāo)特點(diǎn),通過(guò)相關(guān)文獻(xiàn)及理論綜述、與競(jìng)爭(zhēng)對(duì)手對(duì)比分析、訪談和數(shù)據(jù)分析等方法,對(duì)HGM公司的坐標(biāo)測(cè)量設(shè)備產(chǎn)品的多維立體營(yíng)銷(xiāo)渠道管理進(jìn)行了深入分析和具體研究,發(fā)現(xiàn)了其渠道建設(shè)和管理的一些不足和發(fā)展瓶頸。針對(duì)其問(wèn)題提出了優(yōu)化改進(jìn)方案：一是渠道結(jié)構(gòu)扁平化設(shè)計(jì),避免渠道重疊和沖突；二是對(duì)于HGM目前直銷(xiāo)為主的渠道模式及其后續(xù)發(fā)展局限性,提出擴(kuò)展分銷(xiāo)渠道的布局來(lái)提高市場(chǎng)覆蓋率；三是對(duì)于渠道管控策略,通過(guò)中心一體化的渠道管理,提升HGM公司的渠道霸權(quán)地位；四是通過(guò)激勵(lì)和績(jī)效評(píng)價(jià),以客戶(hù)為中心,充分挖掘渠道潛力,同時(shí)加強(qiáng)渠道間的合作,為建立可持續(xù)穩(wěn)定發(fā)展的營(yíng)銷(xiāo)渠道進(jìn)行正確導(dǎo)向,并為渠道的不斷改進(jìn)和完善提供依據(jù)。希望通過(guò)本文的研究,可以為HGM公司的渠道管理優(yōu)化提供依據(jù),并提升其營(yíng)銷(xiāo)渠道的凝聚力和競(jìng)爭(zhēng)力,提高渠道運(yùn)營(yíng)效率,實(shí)現(xiàn)企業(yè)和渠道的雙贏。同時(shí),也希望本文的研究,可以作為其他工業(yè)品制造企業(yè)的渠道建設(shè)和管理的參考。
[Abstract]:In modern marketing, marketing channel strategy is more and more important in enterprises, and marketing channel plays a more and more important role in the development of enterprises. "Channel is king", "who owns channel, who has future", "channel hegemony" and other concepts are gradually accepted by enterprises. In the market environment where product homogeneity is serious, price gap is narrowed and sales promotion means are basically similar, the unique marketing channel strategy of each enterprise also becomes an important means which should not be imitated and gain competitive advantage in the short term. Based on the relevant theories of marketing channel management, combining the product characteristics and marketing characteristics of industrial products, the research in this paper compares and analyzes with competitors, interviews and data analysis through relevant literature and theoretical review. In this paper, the multi-dimensional marketing channel management of coordinate measuring equipment products of HGM Company is deeply analyzed and studied, and some deficiencies and development bottlenecks of channel construction and management are found. Aiming at the problems, the optimization and improvement scheme is put forward: first, the flat design of channel structure to avoid channel overlap and conflict; Second, for the current HGM direct marketing channel model and its subsequent development limitations, proposed to expand the distribution channel layout to improve market coverage; Third, to the channel control strategy, through the central integration channel management, enhances the HGM company's channel hegemony position; Fourth, through incentives and performance evaluation, take the customer as the center, fully tap the channel potential, at the same time, strengthen the cooperation between the channels, for the establishment of sustainable and stable development of marketing channels for the correct guidance, And for the continuous improvement and improvement of the channel to provide the basis. It is hoped that the research in this paper can provide the basis for the channel management optimization of HGM Company, enhance the cohesion and competitiveness of its marketing channel, improve the channel operation efficiency, and realize the win-win situation between the enterprise and the channel. At the same time, I also hope that this study can be used as a reference for the channel construction and management of other industrial manufacturing enterprises.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類(lèi)號(hào)】：F274;F416.4

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