本文關鍵詞：O公司營銷渠道優(yōu)化與實施策略　出處：《電子科技大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 電梯公司 營銷渠道 渠道管理 法律約束

【摘要】：隨著市場化的快速推進,經(jīng)濟結構逐漸轉型,經(jīng)濟體制逐步完善,企業(yè)將面臨的市場環(huán)境將更加復雜多變,競爭愈發(fā)嚴峻。面對如此的機遇和挑戰(zhàn),企業(yè)應該如何從諸多方面制定決策使自身在競爭中立于不敗之地?企業(yè)的競爭已經(jīng)突破了地區(qū)和國家的限制而延伸到世界各地,從廣度和深度上企業(yè)一改傳統(tǒng)單純的產(chǎn)品價格競爭,逐漸發(fā)展為服務、渠道以及市場等全方位競爭,因此,企業(yè)競爭的焦點逐漸從初期的產(chǎn)品、價格和服務轉移到了營銷渠道模式,企業(yè)優(yōu)化渠道結構,構建適合自身發(fā)展的渠道模式,并與各主體形成戰(zhàn)略聯(lián)盟的伙伴關系。在建筑基礎設施方面,隨著中國經(jīng)濟的巨大發(fā)展,城市化及新型城鎮(zhèn)化建設全面啟動,大型商業(yè)綜合建筑體、地鐵、機場等公用設施也快速增長,基于有限的土地資源,為更好的發(fā)揮有限土地資源的效率,高層建筑也越來越多,城市的天際線在不斷提高,不僅僅在一、二、三線城市,在許多四到六線城市及鄉(xiāng)鎮(zhèn)中,電梯及扶梯的使用也越來越普及。從中國電梯協(xié)會的統(tǒng)計數(shù)據(jù)來看,至2013年底,我國電梯保有量達300萬臺,并且每年遞增速度在20%左右。基于上述宏觀環(huán)境與數(shù)據(jù)趨勢,電梯行業(yè)將迎來巨大機遇和挑戰(zhàn),電梯公司要在競爭中贏得可持續(xù)競爭優(yōu)勢,必須努力發(fā)展和革新自身的營銷渠道。O電梯公司是全球最大的電梯公司之一,有超過100年的電梯制造歷史,為了保持在中國這個全球最大電梯市場的占有率,除了在原有的中心城市設立營銷網(wǎng)絡以外,近年來也全力推動四-六線城市的營銷網(wǎng)絡渠道建設。本文以O電梯公司為例,首先研究了O電梯公司營銷渠道的發(fā)展歷程,尤其對西南地區(qū)營銷渠道管理模式的現(xiàn)狀,基于電梯公司渠道的服務產(chǎn)出、渠道流效率及渠道權力分析O公司渠道管理中的主要問題與困境,并重新設計西南地區(qū)區(qū)域營銷渠道和管理架構,擬定西南地區(qū)各公司和四六線城市分批次分階段實施,并對實施結果進行評估,以及后續(xù)的渠道優(yōu)化和管理規(guī)范化。最后對營銷渠道管理方案實施過程中的法律約束以及一些可能出現(xiàn)的問題做了闡述并給出了應對措施。
[Abstract]:With the rapid development of the market, the gradual transformation of economic structure, economic system gradually perfect, the enterprise will face the market environment will become more complex, competition has become increasingly grim. Facing such opportunities and challenges, enterprises should be how to make decisions from many aspects in their own competition in an invincible position? Enterprise competition has already broken through the area and the national limit extended to all over the world, from the breadth and depth of the enterprise has changed the traditional pure price competition, and gradually developed into services, channels and market competition, therefore, the focus of enterprise competition gradually from the initial product, price and service to the enterprise marketing channel mode, optimize the channel structure. The construction of development suited to their own channel model, and the formation of strategic alliance and the partnership. In the construction of infrastructure, with Chinese huge economic development, The construction of city and new town to start a comprehensive, integrated commercial buildings, subways, airports and other public facilities are also growing rapidly, based on limited land resources, in order to better play the efficiency of limited land resources, high-rise buildings are more and more, the city skyline continues to increase, not only in the two and three line. In the city, many of the four to six line city and township, the use of elevator and escalator has become more and more popular. Statistics from the Chinese Elevator Association, to the end of 2013, China's elevator holdings reached 3 million, and the annual increase rate of around 20%. The macro environment and the trend of elevator industry will be based on data. Enjoy the great opportunities and challenges, the elevator company to win sustainable competitive advantage in the competition, the marketing channel of.O elevator company must strive to develop and innovation itself is one of the world's largest elevator company, there are more than 100 In the elevator manufacturing history, in order to maintain market share in the world's largest Chinese elevator market, in addition to the establishment of the marketing network in the center of the original city, in recent years to promote the four - six line city network marketing channel construction. This paper takes O elevator company as an example, the paper reviews the development process of marketing channel of O elevator company the particular status of marketing channel management mode in Southwest China, elevator company channel service output based on channel efficiency and channel analysis of the main problems and difficulties of channel management in O power, and redesigned the architecture management and marketing channels in South West Region, to the southwestern region of the company and the 46 line city in batches implemented in stages, and the implementation results are evaluated, and the channel optimization and management standardized follow-up. At the end of the marketing channel management scheme in the process of enforcing the law Some of the possible problems were explained and the countermeasures were given.

【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.4

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