【摘要】：隨著中國經(jīng)濟(jì)的飛速發(fā)展,國內(nèi)物品和人員的周轉(zhuǎn)量在不斷攀升。與物流和客運(yùn)緊密關(guān)聯(lián)的輪胎行業(yè)由于產(chǎn)能和技術(shù)的飛速發(fā)展,正在發(fā)生著巨大的變革。各輪胎廠商之間的營銷競爭也進(jìn)入白熱化狀態(tài)。M公司雖然屬于行業(yè)領(lǐng)先者,但競爭對手與其差距在逐漸縮小,在這種競爭環(huán)境下,營銷渠道的優(yōu)化管理十分重要。 本文首先介紹了營銷渠道相關(guān)理論和近期研究成果,并將該理論運(yùn)用于M公司營銷渠道的研究。接下來,文章以國內(nèi)卡客車輪胎市場和M公司基本情況為背景,分析了M公司目前渠道建設(shè)和管理過程中存在的諸多問題。通過對這些問題的逐步分析和深入解讀,制定合適的渠道建設(shè)方案,其中涵蓋了對現(xiàn)有渠道客戶的優(yōu)化建議,渠道結(jié)構(gòu)的多樣化建議,渠道管理維護(hù)建議。并設(shè)計相關(guān)保障方案,其中包括產(chǎn)品與促銷流程優(yōu)化建議,渠道商務(wù)政策優(yōu)化建議,信息管理系統(tǒng)優(yōu)化建議,公司員工激勵考核優(yōu)化機(jī)制建議。 本文從實際角度出發(fā),指出M公司營銷渠道現(xiàn)存問題,并制定M公司未來渠道建設(shè)和管理的整體方案,對于改善M公司在中國市場的營銷渠道具有重要的現(xiàn)實意義。同時,也為其他國內(nèi)外輪胎品牌提供一些渠道開發(fā),建設(shè),管理,維護(hù)的思路和經(jīng)驗。
[Abstract]:With the rapid development of China's economy, the turnover of domestic goods and personnel is rising. The tire industry, closely related to logistics and passenger transportation, is undergoing great changes due to the rapid development of production capacity and technology. Although M company belongs to the industry leader, but the gap between competitors and its gradually narrowing, in this competitive environment, the marketing channel optimization management is very important. This paper first introduces the marketing channel theory and recent research results, and applies the theory to M company marketing channel research. Then, based on the domestic car-bus tire market and the basic situation of M Company, this paper analyzes the existing problems in the channel construction and management of M Company. Through the gradual analysis and in-depth interpretation of these problems, a suitable channel construction scheme is formulated, which covers the optimization of existing channel customers, the diversification of channel structure, and the channel management and maintenance. And design the relevant safeguard scheme, including product and promotion flow optimization suggestion, channel business policy optimization suggestion, information management system optimization suggestion, company employee incentive appraisal optimization mechanism suggestion. From the practical point of view, this paper points out the existing problems of M company's marketing channel, and formulates the overall plan of M company's future channel construction and management, which has important practical significance for improving M company's marketing channel in China. At the same time, for other domestic and foreign tire brands to provide some channel development, construction, management, maintenance ideas and experience.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.472

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本文編號：2384843