【摘要】：目前,我國(guó)企業(yè)正處在一個(gè)高度競(jìng)爭(zhēng)、瞬息萬(wàn)變的國(guó)內(nèi)外市場(chǎng)環(huán)境中,若不能有效地掌握市場(chǎng)的發(fā)展?fàn)顩r,對(duì)企業(yè)的營(yíng)銷管理策略做出提升和創(chuàng)新,尤其是對(duì)營(yíng)銷渠道方面的變革,企業(yè)就很難拓展和掌控市場(chǎng)的發(fā)展態(tài)勢(shì),并在激烈的競(jìng)爭(zhēng)環(huán)境中進(jìn)一步發(fā)展下去。 本文以譚魚(yú)頭食品有限公司(以下簡(jiǎn)稱T公司)2006年4月～2010年12月的市場(chǎng)營(yíng)銷渠道的發(fā)展?fàn)顩r做為研究對(duì)象。在產(chǎn)品投放市場(chǎng)初期,授權(quán)譚魚(yú)頭傳福商貿(mào)公司(以下簡(jiǎn)稱TCF公司)為其產(chǎn)品的營(yíng)銷公司,在市場(chǎng)發(fā)展階段,TCF投入了大量的人力、物力和財(cái)力進(jìn)行市場(chǎng)運(yùn)作,但產(chǎn)品在市場(chǎng)上的表現(xiàn)卻極為平淡。于是T公司收回了TCF公司的產(chǎn)品經(jīng)銷權(quán)。在收回經(jīng)銷權(quán)后,T公司對(duì)市場(chǎng)的具體情況沒(méi)有做詳盡的市場(chǎng)調(diào)研,產(chǎn)品在市場(chǎng)上仍然得不到發(fā)展,公司面臨的困境沒(méi)有得到改善。 本文首先從譚魚(yú)頭食品有限公司所處的內(nèi)外部環(huán)境出發(fā),運(yùn)用SWOT方法,對(duì)公司優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅進(jìn)行分析,并且運(yùn)用五力模型的分析方法,對(duì)公司產(chǎn)品的競(jìng)爭(zhēng)環(huán)境進(jìn)行分析。同時(shí),針對(duì)T公司營(yíng)銷渠道方面的問(wèn)題,采用實(shí)例分析方法,指出公司原有和現(xiàn)有營(yíng)銷渠道存在的嚴(yán)重問(wèn)題,并重新設(shè)計(jì)出新的營(yíng)銷渠道模式,建立營(yíng)銷渠道成員選擇標(biāo)準(zhǔn)、系統(tǒng)地構(gòu)建營(yíng)銷渠道各要素管理流程,對(duì)公司前期存在的營(yíng)銷渠道沖突進(jìn)行總結(jié),建立了營(yíng)銷渠道評(píng)估和激勵(lì)機(jī)制。最后,對(duì)公司開(kāi)展線上營(yíng)銷渠道提出了建議。通過(guò)研究,本文得出以下結(jié)論：企業(yè)選用何種營(yíng)銷模式拓展市場(chǎng),必須對(duì)企業(yè)所處的市場(chǎng)環(huán)境做充分的分析和調(diào)研,采用有利于企業(yè)營(yíng)銷渠道發(fā)展的最優(yōu)模式,杜絕盲目進(jìn)入市場(chǎng)。同時(shí),企業(yè)應(yīng)該關(guān)注營(yíng)銷渠道管理的實(shí)踐性、專業(yè)性、動(dòng)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(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.82

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本文編號(hào)：2243595