本文關(guān)鍵詞： 傳統(tǒng)營(yíng)銷渠道 網(wǎng)絡(luò)營(yíng)銷渠道 H公司 家紡產(chǎn)品　出處：《鄭州大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：傳統(tǒng)批發(fā)零售實(shí)體業(yè)長(zhǎng)期以來(lái)在市場(chǎng)經(jīng)濟(jì)發(fā)展過(guò)程中占據(jù)舉足輕重的地位。然而,隨著信息技術(shù)的革新、網(wǎng)絡(luò)時(shí)代的來(lái)臨,電子商務(wù)獲得了迅猛的發(fā)展,網(wǎng)絡(luò)營(yíng)銷渠道已經(jīng)對(duì)傳統(tǒng)銷售渠道產(chǎn)生了巨大沖擊力。自從我國(guó)在2001入世后,我國(guó)企業(yè)面臨著更激烈的市場(chǎng)競(jìng)爭(zhēng)。面對(duì)如此嚴(yán)峻形勢(shì),一些有遠(yuǎn)見(jiàn)的傳統(tǒng)企業(yè)開(kāi)始探索新型的營(yíng)銷渠道模式,以便能高效、互動(dòng)、實(shí)時(shí)地滿足消費(fèi)者需求,增加企業(yè)的市場(chǎng)份額,從而提升企業(yè)的競(jìng)爭(zhēng)優(yōu)勢(shì)。傳統(tǒng)批發(fā)零售業(yè)正處于全新的拐點(diǎn),如何結(jié)合自身傳統(tǒng)營(yíng)銷渠道的發(fā)展經(jīng)驗(yàn),將劣勢(shì)轉(zhuǎn)化為優(yōu)勢(shì)將是企業(yè)發(fā)展的可行之徑,這也是本文研究的出發(fā)點(diǎn)。本文以傳統(tǒng)批發(fā)零售實(shí)體業(yè)鄭州萬(wàn)盛紡織公司(以下簡(jiǎn)稱H公司)的網(wǎng)絡(luò)營(yíng)銷渠道為研究主題,通過(guò)對(duì)H公司的現(xiàn)有營(yíng)銷渠道進(jìn)行分析,找出其存在的不足。從網(wǎng)絡(luò)營(yíng)銷渠道入手,希望找出公司現(xiàn)有營(yíng)銷渠道的優(yōu)勢(shì)及其發(fā)展的鉗制性因素,以此來(lái)構(gòu)建適合公司發(fā)展的網(wǎng)絡(luò)營(yíng)銷渠道,為公司的持續(xù)健康發(fā)展提供保障。本文在H公司網(wǎng)絡(luò)營(yíng)銷渠道的構(gòu)建過(guò)程中,采用了問(wèn)卷調(diào)查的方式對(duì)H公司網(wǎng)絡(luò)營(yíng)銷渠道的現(xiàn)狀進(jìn)行調(diào)查,主要將從企業(yè)因素、市場(chǎng)因素和行業(yè)因素這三個(gè)方面入手。通過(guò)調(diào)查發(fā)現(xiàn)H公司網(wǎng)絡(luò)營(yíng)銷渠道的不足之處,并結(jié)合公司發(fā)展過(guò)程中傳統(tǒng)營(yíng)銷渠道存在的問(wèn)題,進(jìn)而構(gòu)建H公司網(wǎng)絡(luò)營(yíng)銷渠道。運(yùn)用STP戰(zhàn)略分析H公司網(wǎng)絡(luò)營(yíng)銷市場(chǎng)的細(xì)分、目標(biāo)和定位,認(rèn)為H公司在營(yíng)銷渠道轉(zhuǎn)型中,應(yīng)該將其網(wǎng)絡(luò)營(yíng)銷渠道定位于兒童家紡市場(chǎng),區(qū)分產(chǎn)品購(gòu)買者和產(chǎn)品體驗(yàn)者的不同消費(fèi)需求,充分發(fā)揮其傳統(tǒng)營(yíng)銷渠道積累的優(yōu)勢(shì),突出產(chǎn)品個(gè)性化需求,塑造企業(yè)網(wǎng)絡(luò)品牌。最后,本文提出H公司網(wǎng)絡(luò)營(yíng)銷渠道建設(shè)的具體策略,并提供相關(guān)的網(wǎng)絡(luò)營(yíng)銷渠道的管理保障建議。
[Abstract]:The traditional wholesale and retail entity industry has been playing an important role in the development of the market economy for a long time. However, with the innovation of information technology and the advent of the network age, e-commerce has been developing rapidly. The network marketing channel has had a great impact on the traditional marketing channel. Since our country entered the WTO in 2001, the enterprises in our country are facing more fierce market competition. Some far-sighted traditional enterprises have begun to explore new marketing channels so that they can meet the needs of consumers in an efficient, interactive and real-time manner and increase their market share. In order to enhance the competitive advantage of enterprises, the traditional wholesale and retail trade is at a new inflection point, how to combine their own traditional marketing channel development experience, will be the feasible path of enterprise development. This is also the starting point of this study. This paper takes the network marketing channel of traditional wholesale and retail entity Zhengzhou Wansheng Textile Company (hereinafter referred to as H Company) as the research theme, through the analysis of the existing marketing channels of H Company. From the point of view of the network marketing channel, we hope to find out the advantages of the company's existing marketing channel and the restraining factors of its development, so as to construct the network marketing channel suitable for the development of the company. In the course of constructing H company's network marketing channel, this paper adopts questionnaire survey to investigate the current situation of H company's network marketing channel, mainly from enterprise factors. Starting with market factors and industry factors, the author finds out the shortcomings of H Company's network marketing channel through investigation, and combines with the problems existing in the traditional marketing channels in the course of the company's development. Using STP strategy to analyze the subdivision, target and orientation of H company's network marketing market, the author thinks that H company should position its network marketing channel in children's home textile market in the process of marketing channel transformation. Distinguish the different consumption needs of product buyers and product experiencers, give full play to the advantages accumulated by their traditional marketing channels, highlight the individualized demand of products, and shape enterprise network brands. This paper puts forward the concrete strategy of H company's network marketing channel construction, and provides the related network marketing channel management safeguard suggestion.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.81

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