發(fā)布時(shí)間：2018-03-25 04:06

  本文選題：營(yíng)銷渠道管理　切入點(diǎn)：中央空調(diào)行業(yè)　出處：《南昌大學(xué)》2013年碩士論文

【摘要】：面對(duì)當(dāng)前競(jìng)爭(zhēng)激烈、瞬息萬(wàn)變的市場(chǎng)環(huán)境,產(chǎn)品技術(shù)模仿與同質(zhì)化速度加快,使得產(chǎn)品的優(yōu)勢(shì)有時(shí)難以維持,而營(yíng)銷渠道戰(zhàn)略的長(zhǎng)期性、基于關(guān)系和人的需要、組織機(jī)構(gòu)操作的特征,營(yíng)銷渠道在短時(shí)間內(nèi)很難被競(jìng)爭(zhēng)者模仿,日益成為企業(yè)的核心競(jìng)爭(zhēng)優(yōu)勢(shì)來(lái)源。 日本DK集團(tuán)公司,于1995年成立上海DK公司進(jìn)入了中國(guó)市場(chǎng),十幾年來(lái),DK集團(tuán)在中國(guó)投資金額累積已達(dá)40億元。目前在中國(guó)已設(shè)立了30家公司,DK把中國(guó)作為其全球發(fā)展策略的軸心,以其不斷的努力迅猛發(fā)展,DK公司在中國(guó)已連續(xù)多年在中央空調(diào)領(lǐng)域保持國(guó)內(nèi)第一的優(yōu)勢(shì)。但近幾年來(lái)這一優(yōu)勢(shì)已在逐漸的被蠶食,國(guó)內(nèi)的美的、格力等在二三線城市已全面在超越DK公司,線城市也受到進(jìn)口品牌強(qiáng)有力的沖擊,營(yíng)銷渠道作為企業(yè)核心競(jìng)爭(zhēng)力之一,正受到各個(gè)公司的強(qiáng)烈關(guān)注,DK公司要保持領(lǐng)先地位,DK公司就有必要對(duì)營(yíng)銷渠道的進(jìn)行變革優(yōu)化,通過(guò)提高營(yíng)銷渠道的效率,實(shí)現(xiàn)其“攻占城市,輻射農(nóng)村”戰(zhàn)略目標(biāo)。 本文通過(guò)文獻(xiàn)收集和案例分析,并運(yùn)用市場(chǎng)營(yíng)銷學(xué)理論和方法論述中央空調(diào)行業(yè)的基本特征和分析該行業(yè)內(nèi)的市場(chǎng)需求,從而結(jié)合DK公司現(xiàn)有營(yíng)銷渠道在中國(guó)運(yùn)轉(zhuǎn)的現(xiàn)狀,指出現(xiàn)有營(yíng)銷渠道管理存在的諸多問(wèn)題并分析問(wèn)題形成的原因,提出DK公司營(yíng)銷渠道管理的改進(jìn)策略：采用科學(xué)方法調(diào)整營(yíng)銷渠道結(jié)構(gòu)；改善營(yíng)銷渠道成員的關(guān)系；建立對(duì)經(jīng)銷商的評(píng)價(jià)與激勵(lì)體系；對(duì)渠道成員甄選；建立高素質(zhì)的銷售人員隊(duì)伍和經(jīng)銷商隊(duì)伍；并對(duì)改進(jìn)方案進(jìn)行評(píng)估。希望通過(guò)一系列的改進(jìn)措施,提高公司的營(yíng)銷能力和管理能力,順利實(shí)現(xiàn)公司大力開(kāi)拓國(guó)內(nèi)市場(chǎng),提高市場(chǎng)占有率的營(yíng)銷總目標(biāo)。 本文是根據(jù)DK公司在中國(guó)市場(chǎng)的實(shí)際經(jīng)營(yíng)情況所進(jìn)行的研究,希望通過(guò)本文的研究結(jié)論可以使DK公司找到適合企業(yè)經(jīng)營(yíng)發(fā)展的營(yíng)銷渠道體系,最大程度地滿足客戶的需求,實(shí)現(xiàn)其自身的企業(yè)價(jià)值,提高企業(yè)產(chǎn)品在中國(guó)市場(chǎng)的占有率。
[Abstract]:Facing the fierce competition and rapidly changing market environment, product technology imitation and homogenization speed, so the product advantage is sometimes difficult to maintain, and long-term marketing channel strategy, and the relationship between human needs based on the characteristics of the organization, operation, marketing channels in a short time is difficult to be copied, has become the enterprise the core source of competitive advantage.
Japan DK group company was established in 1995, Shanghai DK company entered the market Chinese, ten years, DK group in the amount of Chinese cumulative investment reached 4 billion yuan. At present in the Chinese has set up 30 companies, DK Chinese as the axis of the global development strategy, with its continuous efforts in the rapid development of DK company China has for many years to maintain the first advantage in the central air-conditioning field. But in recent years this advantage has been gradually eroded, the United States, GREE in the two or three line of the city has been fully beyond DK, line of the city has also been the impact of imported brands strong, the marketing channel is one of the core competitiveness of enterprises that is the focus of attention of each company, DK company to maintain the leading position of DK company, it is necessary to change the marketing channel optimization, by improving the efficiency of marketing channels, to achieve the capture of the city, agricultural radiation The strategic goal of the village.
Through analysis of the literature collection and case, and by using the marketing theory and method discusses the basic characteristics of the central air-conditioning industry and analyzes the industry market demand situation so as to combine DK company's existing marketing channels in Chinese operation, points out existing problems of marketing channel management and analyze the reasons the problem, put forward the improvement the marketing channel management of DK company, using scientific methods to adjust the marketing channels structure; improving relations between marketing channel members; the evaluation of distributors and incentive system; selection of channel members; the establishment of high-quality sales team and distributors; and to evaluate the improvement plan. Hope that through a series of improvement measures, improve the company the marketing and management ability, the smooth realization of the company vigorously expand the domestic market, increase the market share of the marketing head Standard.
This paper is based on the actual operation situation of DK company in the market of Chinese, hope that through the conclusion of this paper can make the DK company to find a suitable business development marketing channel system, the maximum extent to meet the needs of customers, realize the value of their own enterprises, improve the share of enterprise products in the Chinese market.

【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.6

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