本文選題：寵物食品　切入點：營銷渠道　出處：《南京師范大學》2013年碩士論文　論文類型：學位論文

【摘要】：隨著中國經濟的不斷發(fā)展和人們生活水平的逐漸提高,國內大中城市的寵物主人消費寵物消費品的意識越來越強,給寵物食品的發(fā)展帶來了巨大的機會,加強對營銷渠道管理的重視對企業(yè)的發(fā)展至關重要。HR公司的營銷渠道管理比較傳統(tǒng),在營銷渠道管理中存在的問題比較多。本文采用理論研究與HR公司實際情況相結合的研究方法,從營銷渠道、營銷渠道管理管理理論出發(fā),通過對HR公司寵物食品營銷渠道管理的行業(yè)發(fā)展環(huán)境分析和介紹了HR公司的營銷渠道管理現(xiàn)狀,指出其現(xiàn)有營銷渠道管理中存在的主要問題有與代理商之間的信息溝通不暢、渠道管理不到位、對代理商的激勵不夠、營銷渠道過程中存在“大戶問題”、渠道沖突嚴重、缺乏專業(yè)的銷售人員、渠道拓展不夠,同時指出了所存在問題產生的原因。在此基礎上本文從渠道成員的選擇、渠道成員的激勵、營銷渠道的控制、渠道沖突的解決、渠道團隊的建設、引入網(wǎng)絡營銷渠道六方面策略對HR公司營銷渠道管理進行優(yōu)化。以實現(xiàn)HR公司寵物食品營銷渠道管理不斷優(yōu)化,提出該公司營銷渠道的運行效率和綜合效益,增強公司的市場競爭能力,更好地適應環(huán)境的變化。
[Abstract]:With the continuous development of China's economy and the gradual improvement of people's living standards, pet owners in large and medium-sized cities in China are becoming more and more aware of consuming pet consumer goods, which has brought great opportunities for the development of pet food. It is very important for the development of enterprises to pay more attention to the management of marketing channel. The marketing channel management of HR company is more traditional. There are many problems in the marketing channel management. This paper adopts the research method of combining the theoretical research with the actual situation of HR company, starting from the marketing channel, marketing channel management theory, the marketing channel management theory, the marketing channel management theory, the marketing channel management theory and the marketing channel management theory. Based on the analysis of the industry development environment of pet food marketing channel management in HR company, this paper introduces the current situation of marketing channel management in HR company, and points out that the main problems in the current marketing channel management are that the information communication between HR company and the agent is not smooth. The channel management is not in place, the incentive to the agent is not enough, there is a "big household problem" in the marketing channel process, the channel conflict is serious, the lack of professional sales personnel, the channel expansion is not enough, At the same time, it points out the causes of the existing problems. On this basis, this paper discusses the selection of channel members, the incentive of channel members, the control of marketing channels, the resolution of channel conflicts, and the construction of channel teams. In order to realize the continuous optimization of marketing channel management of pet food in HR company, this paper introduces six aspects of network marketing channel strategy to optimize the marketing channel management of HR company, and puts forward the running efficiency and comprehensive benefit of the marketing channel of the company. Enhance the company's market competitiveness, better adapt to the changes in the environment.
【學位授予單位】：南京師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.82

【參考文獻】

相關期刊論文 前1條

1 劉郁遠;;當前營銷渠道研究熱點問題綜述[J];經濟論壇;2009年12期

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本文編號：1556502