本文關(guān)鍵詞： 工業(yè)品 營(yíng)銷管理 渠道管理　出處：《北京交通大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：摘要：一直以來(lái),相對(duì)于消費(fèi)品,針對(duì)工業(yè)品的渠道營(yíng)銷方面研究相對(duì)較少,就工業(yè)品企業(yè)而言,銷售渠道可以說(shuō)不只是一種營(yíng)銷手段,而可以把其看作企業(yè)保持在競(jìng)爭(zhēng)中核心競(jìng)爭(zhēng)力的強(qiáng)有力的武器,甚至可以說(shuō)是用來(lái)衡量企業(yè)核心競(jìng)爭(zhēng)力的重要途徑。對(duì)于工業(yè)品的營(yíng)銷來(lái)說(shuō),渠道營(yíng)銷實(shí)質(zhì)上就可看作是工業(yè)品企業(yè)成長(zhǎng)與發(fā)展的主要陣地�；诖�,本研究主要是以BAL公司的實(shí)際情況作為研究對(duì)象,就營(yíng)銷渠道建設(shè)進(jìn)行具體研究。 本文在最開(kāi)始,是對(duì)工業(yè)品營(yíng)銷渠道的背景做了一個(gè)簡(jiǎn)單的介紹,其中就涵蓋了這一課題的研究意義以及目的,在對(duì)國(guó)內(nèi)外文獻(xiàn)進(jìn)行闡述的基礎(chǔ)之上,本文提出了具體的課題研究路線,以及本文的主要研究?jī)?nèi)容和所要采用的研究方法。接下來(lái),以營(yíng)銷管理和渠道管理的相關(guān)理論為切入點(diǎn),對(duì)營(yíng)銷渠道的重要程度進(jìn)行了闡述,尤其是其中關(guān)于營(yíng)銷渠道管理的主要理論。 在本文中將對(duì)BAL公司所處環(huán)境進(jìn)行分析包括對(duì)工業(yè)品的營(yíng)銷渠道現(xiàn)狀進(jìn)行了深入的分析,特別是在渠道營(yíng)銷中所存在的問(wèn)題和不足,機(jī)遇與威脅等各個(gè)方面進(jìn)行了深入分析,也就是我們常常說(shuō)的SWOT分析法,分析BAL公司的營(yíng)銷渠道。并在此基礎(chǔ)上,得到了BAL公司營(yíng)銷渠道的戰(zhàn)略定位并進(jìn)行分解,提出了BAL公司工業(yè)品營(yíng)銷渠道的改進(jìn)與優(yōu)化的思路,并得出如何降低分銷成本,改進(jìn)營(yíng)銷工作的效率,以及強(qiáng)化管理和對(duì)渠道商進(jìn)行調(diào)控等多種思路。在文章的最后,筆者還對(duì)BAL公司的工業(yè)品的營(yíng)銷管理提出一些實(shí)施保障與控制方面的措施與建議。如從組織結(jié)構(gòu),策略等多個(gè)方面采取相應(yīng)的實(shí)施措施,并借助于新的調(diào)控方法,以促進(jìn)公司的可持續(xù)發(fā)展的目的。
[Abstract]:Absrtact: compared with consumer goods, there has been relatively little research on the channel marketing of industrial products. As far as industrial products enterprises are concerned, sales channels can be said to be more than just a kind of marketing means. It can be regarded as a powerful weapon to keep the core competence of enterprises in the competition, and even an important way to measure the core competitiveness of enterprises, for the marketing of industrial products. In essence, channel marketing can be regarded as the main position for the growth and development of industrial products enterprises. Based on this, this study mainly takes the actual situation of BAL Company as the research object. Carry on the concrete research to the marketing channel construction. At the beginning of this paper, a brief introduction is made to the background of the marketing channel of industrial products, which covers the research significance and purpose of this topic, on the basis of expounding the literature at home and abroad. This paper puts forward the specific research route, as well as the main research content and research methods to be adopted. Next, the relevant theories of marketing management and channel management are taken as the starting point. This paper expounds the importance of marketing channel, especially the main theory of marketing channel management. In this paper, the environment of BAL company will be analyzed, including the analysis of the current situation of the marketing channels of industrial products, especially in the channel marketing problems and shortcomings. Opportunities and threats and other aspects of in-depth analysis, that is, we often say the SWOT analysis, analysis of BAL marketing channels. And on this basis. Get the strategic positioning and decomposition of the marketing channel of BAL company, put forward the idea of improving and optimizing the marketing channel of industrial products of BAL company, and get how to reduce the distribution cost and improve the efficiency of marketing work. As well as strengthening the management and regulation of the channel business and other ideas. In the end of the article. The author also puts forward some measures and suggestions to implement the guarantee and control of the marketing management of industrial products of BAL Company, such as the corresponding implementation measures from the organizational structure, strategy and other aspects. And with the help of new regulation and control methods, to promote the company's sustainable development purpose.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F416.4

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