發(fā)布時(shí)間：2018-05-12 17:34

  本文選題：電線電纜 + 營銷渠道��； 參考：《廣西師范大學(xué)》2017年碩士論文

【摘要】：近年來,我國經(jīng)濟(jì)環(huán)境發(fā)展較好,城鎮(zhèn)化進(jìn)程也在加速,國家對基礎(chǔ)建設(shè)持續(xù)的大力投資。就銅金屬來說,對銅的消費(fèi)量中國作為新型市場占世界的40%,并且一直呈增長趨勢,與此相關(guān)的我國電線電纜行業(yè)的市場發(fā)展前景誘人,在未來的經(jīng)濟(jì)發(fā)展中,電線電纜行業(yè)的規(guī)模將會一直保持穩(wěn)健的增長。目前,我國電纜行業(yè)廠家有上萬家之多,廠家規(guī)模既有占地上千畝的大型電纜生產(chǎn)企業(yè)也有家庭作坊似的小型加工廠,產(chǎn)品的質(zhì)量和性能也五花八門有好有壞。在銷售市場中,電線電纜行業(yè)市場的競爭也十分激烈,國內(nèi)許多廠家之間的競爭主要體現(xiàn)在價(jià)格方面——大廠家薄利多銷,小廠家以次充好,貼牌冒牌,夾縫里來尋求生存。TB電纜公司投入大量研發(fā)資金致力于使產(chǎn)品能夠達(dá)到高質(zhì)量和環(huán)保產(chǎn)品來滿足對環(huán)境無污染的較高要求,以順應(yīng)企業(yè)的可持續(xù)發(fā)展,在產(chǎn)品價(jià)格上并沒有明顯的競爭優(yōu)勢。怎么創(chuàng)立高效的企業(yè)營銷渠道,如何走企業(yè)的渠道戰(zhàn)略,建設(shè)一個(gè)合適的渠道并把它當(dāng)作企業(yè)的核心競爭力,降低成本,最終擴(kuò)大企業(yè)產(chǎn)品的市場占有率,這是TB電纜公司管理者深刻考慮的發(fā)展思路。鑒于此本文對TB電纜公司的營銷渠道進(jìn)行了管理。全文共分八個(gè)部分。第一部分是緒論。主要介紹了本文的研究背景、研究目的與意義、研究對象、國內(nèi)外研究現(xiàn)狀及述評、研究思路和主要研究內(nèi)容以及研究方法。第二部分是營銷渠道管理相關(guān)理論。主要介紹了營銷渠道的含義及構(gòu)成要素、營銷渠道的設(shè)計(jì)及影響因素以及營銷渠道管理理論。第三部分是TB電纜公司概況及其營銷渠道現(xiàn)狀分析。主要介紹了 TB電纜公司概況、電纜行業(yè)國內(nèi)和國外的行業(yè)狀況、TB電纜公司營銷渠道現(xiàn)狀及TB電纜公司營銷渠道存在的問題。第四部分是TB公司的市場細(xì)分及定位分析。主要介紹了公司宏觀環(huán)境PEST分析、TB電纜公司SWOT分析、市場細(xì)分、市場定位及產(chǎn)品的定位。第五部分是TB公司管理營銷渠道方案設(shè)計(jì)。主要介紹了 TB公司營銷渠道的建設(shè)目標(biāo)、公司渠道設(shè)計(jì)原則及公司整合營銷渠道模式設(shè)計(jì)主要分為營銷渠道的結(jié)構(gòu)設(shè)計(jì)和營銷渠道的物流系統(tǒng)設(shè)計(jì)。第六部分是TB公司的營銷渠道建設(shè)具體實(shí)施。主要介紹了營銷渠道成員的選擇和考核、營銷渠道的激勵(lì)與控制、營銷渠道沖突管理、營銷渠道績效評價(jià)和渠道成員綜合評估。第七部分是TB公司營銷渠道的實(shí)施保障措施。主要介紹了組織結(jié)構(gòu)的優(yōu)化和提升、完善物流配送體系以及提升人員素質(zhì)和服務(wù)質(zhì)量。第八部分是文章結(jié)論及展望。本文力求理論與實(shí)踐能夠達(dá)到有機(jī)結(jié)合,希望對電線電纜企業(yè)特別是生產(chǎn)特種電纜的企業(yè)的營銷渠道建設(shè)有一定的參考意義。
[Abstract]:In recent years, China's economic environment is developing better, the urbanization process is also accelerating, and the state is investing heavily in infrastructure construction. As far as copper metals are concerned, the consumption of copper in China, as a new type of market, accounts for 40% of the world's total market, and it has been showing a growing trend. The market development prospects of China's wire and cable industry are attractive and attractive in the future economic development. The size of the wire and cable industry will continue to grow steadily. At present, there are tens of thousands of cable industry manufacturers in our country. The scale of manufacturers is not only large cable production enterprises covering an area of thousands of mu, but also small processing factories like family workshops, and the quality and performance of the products are also varied between good and bad. In the sales market, the competition in the wire and cable industry is also very fierce. The competition among many domestic manufacturers is mainly reflected in the price aspect-big manufacturers make a small profit and sell more, small manufacturers play a good job, and put up brand counterfeits. In order to adapt to the sustainable development of the enterprise, the cable company has invested a large amount of R & D funds to enable the products to achieve high quality and environmental protection products to meet the higher requirements of non-pollution to the environment. There is no obvious competitive advantage in product prices. How to create an efficient marketing channel, how to follow the channel strategy of an enterprise, how to build a suitable channel and regard it as the core competitiveness of the enterprise, reduce the cost, and eventually expand the market share of the enterprise's products. This is the TB cable company managers to consider the development of ideas. In view of this, this article has carried on the management to the TB cable company's marketing channel. The paper is divided into eight parts. The first part is the introduction. This paper mainly introduces the research background, research purpose and significance, research object, domestic and foreign research status and review, research ideas, main research content and research methods. The second part is the theory of marketing channel management. This paper mainly introduces the meaning and elements of marketing channel, the design and influencing factors of marketing channel, and the theory of marketing channel management. The third part is the analysis of TB cable company and its marketing channel. This paper mainly introduces the general situation of TB cable company, the domestic and foreign trade situation of cable industry and the current situation of marketing channel of TB cable company and the problems existing in the marketing channel of TB cable company. The fourth part is the market segmentation and positioning analysis of TB Company. This paper mainly introduces the macro environment PEST analysis, SWOT analysis, market segmentation, market positioning and product positioning of TB cable company. The fifth part is the TB company management marketing channel design. This paper mainly introduces the construction target of marketing channel of TB company, the design principle of company channel and the design of integrated marketing channel mode of the company mainly divided into the structure design of marketing channel and the design of logistics system of marketing channel. The sixth part is the concrete implementation of TB company's marketing channel construction. This paper mainly introduces the selection and assessment of marketing channel members, the incentive and control of marketing channel, the management of marketing channel conflict, the evaluation of marketing channel performance and the comprehensive evaluation of marketing channel members. The seventh part is the implementation safeguard measure of the marketing channel of TB company. This paper mainly introduces the optimization and promotion of organization structure, the improvement of logistics distribution system and the improvement of personnel quality and service quality. The eighth part is the conclusion and prospect of the article. This paper tries to combine theory and practice organically, and hopes to have some reference significance for the marketing channel construction of wire and cable enterprises, especially those producing special cables.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 孫錄;;“互聯(lián)網(wǎng)+”助線纜企業(yè)在新常態(tài)下鑄就未來[J];電器工業(yè);2015年07期

2 徐紅;;傳統(tǒng)營銷渠道與網(wǎng)絡(luò)營銷渠道沖突的化解對策[J];當(dāng)代經(jīng)濟(jì);2015年02期

3 常穎;杜春晶;;吉林省食品加工企業(yè)網(wǎng)絡(luò)營銷渠道與傳統(tǒng)營銷渠道沖突分析[J];電子制作;2014年24期

4 柴睿;孫文龍;李興美;;基于供應(yīng)鏈的市場營銷渠道資源整合策略探析[J];北方經(jīng)貿(mào);2014年12期

5 陳鑫;;淺論電建企業(yè)品牌營銷策略[J];時(shí)代金融;2014年33期

6 胡景煥;;電子商務(wù)背景下企業(yè)供應(yīng)鏈戰(zhàn)略研究[J];物流技術(shù);2014年21期

7 戴春山;;營銷渠道沖突的起因與控制[J];經(jīng)濟(jì)研究導(dǎo)刊;2014年25期

8 張曉麗;;全新產(chǎn)品投入期營銷渠道的整合策略研究[J];商業(yè)時(shí)代;2014年24期

9 胡蕊;;傳統(tǒng)家電企業(yè)市場營銷渠道的管理創(chuàng)新[J];商;2014年23期

10 趙文慧;尹利杰;;企業(yè)渠道系統(tǒng)整合與營銷競爭力的相關(guān)性研究[J];經(jīng)濟(jì)研究導(dǎo)刊;2014年17期

相關(guān)碩士學(xué)位論文 前3條

1 周光華;金杯電纜公司渠道經(jīng)銷商模式創(chuàng)新研究[D];廣西師范大學(xué);2015年

2 黃瓊;M公司市場營銷渠道建設(shè)研究[D];華東理工大學(xué);2013年

3 汪勝祥;NSH公司船用電纜在華本土化營銷策略研究[D];華東理工大學(xué);2013年

，

本文編號：1879505