本文關(guān)鍵詞：千金媽特愛商業(yè)有限公司營銷渠道策略研究　出處：《湖南大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 千金媽特愛 渠道建設(shè) 渠道管理 渠道保障

【摘要】：近年來,營銷渠道在目標(biāo)市場中扮演著愈來愈重要的角色,越來越受到企業(yè)的重視。如今,同質(zhì)化產(chǎn)品易于被競爭對手模仿,大規(guī)模的工業(yè)化生產(chǎn)使得通過價格來獲得競爭優(yōu)勢變得困難,日常促銷普遍且缺乏創(chuàng)意,企業(yè)越來越難依靠營銷組合中的產(chǎn)品、價格和促銷來吸引和留住消費者了。相比營銷組合的其他三個要素而言,營銷渠道因在短期內(nèi)很難被競爭對手模仿或復(fù)制,科學(xué)合理的營銷渠道能為企業(yè)獲得持續(xù)的競爭優(yōu)勢,使企業(yè)在激烈的競爭市場中獲利的可能性增大。本文首先以千金媽特愛商業(yè)公司為研究對象,運用相關(guān)的市場營銷理論,結(jié)合公司的營銷渠道的實際情況,并運用科學(xué)的分析方法,最終提出對公司營銷渠道管理有益的建議。本文首先從現(xiàn)實背景出發(fā),通過對營銷渠道和營銷渠道管理的相關(guān)概念和理論進(jìn)行回顧和梳理,并確定本研究的思路與研究方法。其次,本文對“媽特愛”的公司現(xiàn)狀、營銷渠道的現(xiàn)狀和問題分析。隨后根據(jù)前面的分析,提出千金媽特愛營銷渠道建設(shè)和管理策略,分別從實體和網(wǎng)絡(luò)渠道的建設(shè)、渠道成員的管理、渠道沖突和渠道權(quán)力和控制力進(jìn)行闡述。最后,本文針對“媽特愛”的渠道管理提出可行性的建議和實施的保障措施,并得出本文的研究結(jié)論。本文通過對千金媽特愛商業(yè)有限公司渠道建設(shè)和管理研究,希望能對“媽特愛”的未來渠道管理提供具有實踐指導(dǎo)意義的意見,同時也為其它類似于“媽特愛”的相關(guān)企業(yè)在進(jìn)行渠道管理實踐及改進(jìn)渠道管理時起到參考與借鑒作用,對推動女性產(chǎn)品行業(yè)的發(fā)展具有重要的現(xiàn)實意義。通過以上幾個方面的綜合分析及論述,本文得出的重要結(jié)論是,在渠道建設(shè)和管理中,要做好渠道成員的選擇和激勵和管理,做好營銷渠道,提高企業(yè)的競爭力。
[Abstract]:In recent years, marketing channels play an increasingly important role in the target market, enterprises pay more and more attention. Nowadays, homogeneous products easily imitated by competitors, large-scale industrial production has made it difficult to gain competitive advantage by price promotion, daily general and lack of creativity, the enterprise is more and more difficult to rely on the marketing mix in the product, price and promotion to attract and retain consumers. Compared with the other three elements of the marketing mix, marketing channels in the short term is difficult to be competitors to imitate or copy, scientific and reasonable marketing channels to obtain sustainable competitive advantage for enterprises, and increase the probability of corporate profits in the fierce market competition. Firstly, to the daughter of mother love commercial company as the research object, using the related marketing theory, combined with the actual situation of the company's marketing channels, and the use of The analysis methodology, finally proposes the suggestion of management of company marketing channel beneficial. This paper embarks from the realistic background and review the related concepts of marketing channels and marketing channels and management theory, and to determine the ideas and research methods of this study. Secondly, the status of the company "mother love". Analysis on the status quo and problems of the marketing channel. Then according to the above analysis, put forward a mother love marketing channel construction and management strategies, respectively from the construction entity and network channel, channel management, channel conflict and channel of power and control. Finally, this paper proposes some suggestions and measures for the implementation of the feasibility of "mother love channel management", and the conclusion of this paper. Based on the mother daughter love the construction and management of channels of Commercial Co., hoping to "mother love Provide practical advice for the future management of channels, but also for other related enterprises similar to the "mother love" in channel management practice and improvement of channel management plays a reference role, has important practical significance to promote the development of female products industry. Through the comprehensive analysis and discussion of the above several this paper draws the important conclusion is that in the channel construction and management, to make the choice of channel members and incentive and management, good marketing channels, improve the competitiveness of enterprises.

【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F721

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本文編號：1361624