本文關(guān)鍵詞： 儀器儀表 營(yíng)銷(xiāo)渠道 競(jìng)爭(zhēng) 電商 渠道優(yōu)化　出處：《東華大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著貿(mào)易全球化飛速發(fā)展及新的營(yíng)銷(xiāo)模式的興起,作為傳統(tǒng)的電子測(cè)試儀器行業(yè),在新市場(chǎng)形勢(shì)下面對(duì)嚴(yán)峻的挑戰(zhàn),如何能提高企業(yè)自身的核心競(jìng)爭(zhēng)力,成為企業(yè)取得高市場(chǎng)占有率的關(guān)鍵。這就不得不提到一個(gè)因素營(yíng)銷(xiāo)渠道,渠道在產(chǎn)品營(yíng)銷(xiāo)中非常關(guān)鍵,其本地化等獨(dú)特的功能成為企業(yè)營(yíng)銷(xiāo)取勝的特殊法寶。另外最近幾年淘寶,京東等電子商務(wù)營(yíng)銷(xiāo)的繁榮,傳統(tǒng)營(yíng)銷(xiāo)渠道模式面臨著巨大的挑戰(zhàn),如何來(lái)平衡傳統(tǒng)營(yíng)銷(xiāo)模式和新型的電子商務(wù)營(yíng)銷(xiāo)是企業(yè)面臨的新的課題。我們以T公司實(shí)際的營(yíng)銷(xiāo)渠道體系作為參考,作為全球示波器市場(chǎng)占有率第一大電子測(cè)試儀器生產(chǎn)和銷(xiāo)售商,從90年代開(kāi)始在中國(guó)市場(chǎng)建立營(yíng)銷(xiāo)渠道體系至今已經(jīng)20多年,取得了巨大的成功,不過(guò)隨著市場(chǎng)的發(fā)展,代理商的壯大及消費(fèi)行為的變化,T公司在傳統(tǒng)的營(yíng)銷(xiāo)渠道管理中遇到的新的問(wèn)題,例如經(jīng)銷(xiāo)商的忠誠(chéng)度問(wèn)題,如何處理經(jīng)銷(xiāo)商之間的惡性競(jìng)爭(zhēng),如何有效的評(píng)價(jià)和建立新經(jīng)銷(xiāo)商機(jī)制,沒(méi)有進(jìn)行經(jīng)銷(xiāo)商評(píng)估和分類(lèi)管理制度、沒(méi)有建立淘汰機(jī)制,應(yīng)怎樣優(yōu)化管理體系以增加企業(yè)的競(jìng)爭(zhēng)力。以T公司為例,結(jié)合營(yíng)銷(xiāo)理論描述了T公司營(yíng)銷(xiāo)渠道現(xiàn)狀的問(wèn)題,分析了T公司營(yíng)銷(xiāo)渠道管理模式的困境及原因,并為T(mén)公司提出建議如何優(yōu)化營(yíng)銷(xiāo)渠道管理。
[Abstract]:With the rapid development of the globalization of trade and the rise of new marketing mode, as the electronic instrument industry tradition, in the new market situation following the severe challenges, how to improve the core competitiveness of enterprises, enterprises have become the key to high market share. This had to mention a factor of marketing channel, channel is very important in the product marketing, the localization of unique features has become a special weapon for enterprises to win. In recent years Taobao, Jingdong and other e-commerce marketing prosperity, the traditional marketing channel mode is facing enormous challenges, how to balance the traditional marketing mode and new e-commerce marketing is a new issue facing enterprises. As we the reference to the practice of T company's marketing channel system, as a global market share of the first large oscilloscope electronic test equipment manufacturers and sellers, from 90s In the beginning of Chinese market marketing channel system has been established for 20 years, has achieved great success, but with the development of the market, changes in growth and consumption behavior of agents, the new problems encountered in the T company marketing channel management in the traditional dealer loyalty, for example, how to deal with the vicious competition between dealers. How to evaluate and establish a new mechanism for the dealer dealers, no evaluation and classification management system, establish no elimination mechanism, how to optimize the management system in order to increase the competitiveness of enterprises. With T company as an example, describes the present situation of marketing channel of T company with the marketing theory, analyzes the difficulties and reasons of marketing channel management T the company, and puts forward some suggestions on how to optimize the marketing channel management of T company.

【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F416.6

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本文編號(hào)：1442019