T公司營銷渠道管理研究
發(fā)布時間：2018-09-14 18:58
【摘要】：目前,我國企業(yè)正處在一個高度競爭、瞬息萬變的國內外市場環(huán)境中,若不能有效地掌握市場的發(fā)展狀況,對企業(yè)的營銷管理策略做出提升和創(chuàng)新,尤其是對營銷渠道方面的變革,企業(yè)就很難拓展和掌控市場的發(fā)展態(tài)勢,并在激烈的競爭環(huán)境中進一步發(fā)展下去。 本文以譚魚頭食品有限公司(以下簡稱T公司)2006年4月～2010年12月的市場營銷渠道的發(fā)展狀況做為研究對象。在產品投放市場初期,授權譚魚頭傳福商貿公司(以下簡稱TCF公司)為其產品的營銷公司,在市場發(fā)展階段,TCF投入了大量的人力、物力和財力進行市場運作,但產品在市場上的表現(xiàn)卻極為平淡。于是T公司收回了TCF公司的產品經銷權。在收回經銷權后,T公司對市場的具體情況沒有做詳盡的市場調研,產品在市場上仍然得不到發(fā)展,公司面臨的困境沒有得到改善。 本文首先從譚魚頭食品有限公司所處的內外部環(huán)境出發(fā),運用SWOT方法,對公司優(yōu)勢、劣勢、機會和威脅進行分析,并且運用五力模型的分析方法,對公司產品的競爭環(huán)境進行分析。同時,針對T公司營銷渠道方面的問題,采用實例分析方法,指出公司原有和現(xiàn)有營銷渠道存在的嚴重問題,并重新設計出新的營銷渠道模式,建立營銷渠道成員選擇標準、系統(tǒng)地構建營銷渠道各要素管理流程,對公司前期存在的營銷渠道沖突進行總結,建立了營銷渠道評估和激勵機制。最后,對公司開展線上營銷渠道提出了建議。通過研究,本文得出以下結論：企業(yè)選用何種營銷模式拓展市場,必須對企業(yè)所處的市場環(huán)境做充分的分析和調研,采用有利于企業(yè)營銷渠道發(fā)展的最優(yōu)模式,杜絕盲目進入市場。同時,企業(yè)應該關注營銷渠道管理的實踐性、專業(yè)性、動態(tài)性和系統(tǒng)性。
[Abstract]:At present, Chinese enterprises are in a highly competitive and rapidly changing market environment at home and abroad. If they can not effectively grasp the development of the market, they can improve and innovate the marketing management strategy of the enterprises. Especially for the reform of marketing channels, it is very difficult for enterprises to expand and control the development situation of the market, and to further develop in the fierce competitive environment. In this paper, Tanyutou Food Co., Ltd. (hereinafter referred to as T Company) from April 2006 to December 2010 as the research object of the development of marketing channels. In the early stage of the product launch, Tanyutou Chuanfu Trading Company (hereinafter referred to as TCF Company) was authorized to be the marketing company of its products. It invested a great deal of manpower, material resources and financial resources in the market operation at the stage of market development. But the performance of the product in the market is extremely flat. As a result, T Company withdrew the TCF Company's product sales rights. After recovering the right of sale, the company has not done detailed market research on the specific situation of the market, the products are still not developed in the market, and the difficulties faced by the company have not been improved. Starting from the internal and external environment of Tanyutou Food Co., Ltd., this paper uses the SWOT method to analyze the strengths, weaknesses, opportunities and threats of the company, and applies the analysis method of the five-force model. Analyze the competitive environment of our products. At the same time, aiming at the problems in marketing channel of T Company, the paper points out the serious problems existing in the original and existing marketing channels, and redesigns the new marketing channel model and establishes the selection standard of marketing channel members. This paper systematically constructs the management flow of every element of marketing channel, summarizes the conflict of marketing channel in the early period of the company, and establishes the evaluation and incentive mechanism of marketing channel. Finally, some suggestions are put forward for the company to carry out online marketing channels. Through the research, this paper draws the following conclusions: what marketing mode should be chosen to expand the market, we must make a full analysis and research on the market environment of the enterprise, and adopt the optimal model which is conducive to the development of the marketing channel of the enterprise. Put an end to blind access to the market. At the same time, enterprises should pay attention to the practical, professional, dynamic and systematic marketing channel management.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.82
本文編號：2243595
[Abstract]:At present, Chinese enterprises are in a highly competitive and rapidly changing market environment at home and abroad. If they can not effectively grasp the development of the market, they can improve and innovate the marketing management strategy of the enterprises. Especially for the reform of marketing channels, it is very difficult for enterprises to expand and control the development situation of the market, and to further develop in the fierce competitive environment. In this paper, Tanyutou Food Co., Ltd. (hereinafter referred to as T Company) from April 2006 to December 2010 as the research object of the development of marketing channels. In the early stage of the product launch, Tanyutou Chuanfu Trading Company (hereinafter referred to as TCF Company) was authorized to be the marketing company of its products. It invested a great deal of manpower, material resources and financial resources in the market operation at the stage of market development. But the performance of the product in the market is extremely flat. As a result, T Company withdrew the TCF Company's product sales rights. After recovering the right of sale, the company has not done detailed market research on the specific situation of the market, the products are still not developed in the market, and the difficulties faced by the company have not been improved. Starting from the internal and external environment of Tanyutou Food Co., Ltd., this paper uses the SWOT method to analyze the strengths, weaknesses, opportunities and threats of the company, and applies the analysis method of the five-force model. Analyze the competitive environment of our products. At the same time, aiming at the problems in marketing channel of T Company, the paper points out the serious problems existing in the original and existing marketing channels, and redesigns the new marketing channel model and establishes the selection standard of marketing channel members. This paper systematically constructs the management flow of every element of marketing channel, summarizes the conflict of marketing channel in the early period of the company, and establishes the evaluation and incentive mechanism of marketing channel. Finally, some suggestions are put forward for the company to carry out online marketing channels. Through the research, this paper draws the following conclusions: what marketing mode should be chosen to expand the market, we must make a full analysis and research on the market environment of the enterprise, and adopt the optimal model which is conducive to the development of the marketing channel of the enterprise. Put an end to blind access to the market. At the same time, enterprises should pay attention to the practical, professional, dynamic and systematic marketing channel management.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.82
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