本文選題：渠道優(yōu)化　切入點(diǎn)：營(yíng)銷渠道　出處：《中南林業(yè)科技大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：目前,我國(guó)飼料企業(yè)眾多,隨著市場(chǎng)化的程度越來越高,飼料企業(yè)之間的競(jìng)爭(zhēng)態(tài)勢(shì)也愈演愈烈,市場(chǎng)營(yíng)銷渠道成為企業(yè)占領(lǐng)市場(chǎng)制高點(diǎn)的突破口,岳陽地區(qū)位于洞庭湖平原,是湖南省的養(yǎng)殖業(yè)發(fā)達(dá)地區(qū),正大飼料是第一批進(jìn)入中國(guó)的老牌國(guó)外知名飼料企業(yè),在我國(guó)飼料業(yè)中占有重要的行業(yè)地位,研究飼料企業(yè)營(yíng)銷渠道的優(yōu)化對(duì)于企業(yè)保證其市場(chǎng)占有率具有至關(guān)重要的作用。本文以營(yíng)銷渠道戰(zhàn)略和渠道關(guān)系、渠道管理等相關(guān)理論為基礎(chǔ),以正大岳陽有限公司為研究對(duì)象,筆者通過閱讀相關(guān)參考文獻(xiàn)和實(shí)地調(diào)研,從市場(chǎng)營(yíng)銷渠道的角度來研究正大飼料市場(chǎng)營(yíng)銷渠道狀況,發(fā)現(xiàn)其存在的渠道問題并提出相應(yīng)的優(yōu)化對(duì)策。通過對(duì)正大岳陽有限公司在市場(chǎng)上的相關(guān)數(shù)據(jù)分析,分別從營(yíng)銷渠道模式、渠道流程、渠道結(jié)構(gòu)等幾個(gè)方面對(duì)正大岳陽有限公司的渠道現(xiàn)狀做了概況,接下來是本文的重點(diǎn)研究部分,也是通過運(yùn)用渠道相關(guān)理論聯(lián)系實(shí)踐具有現(xiàn)實(shí)作用的地方,通過筆者對(duì)公司現(xiàn)有市場(chǎng)進(jìn)行調(diào)查分析,得出正大岳陽有限公司存在經(jīng)銷商經(jīng)營(yíng)水平較低,市場(chǎng)適應(yīng)能力不足；渠道區(qū)域分布不合理,發(fā)展不平衡；渠道競(jìng)爭(zhēng)力不強(qiáng)、渠道沖突管理不完善、渠道服務(wù)能力不足和渠道激勵(lì)落實(shí)不到位等幾個(gè)方面的問題,分別從這幾個(gè)方面結(jié)合相關(guān)營(yíng)銷渠道知識(shí)提出相應(yīng)的營(yíng)銷渠道優(yōu)化策略。通過對(duì)本文的研究分析,希望能夠改善正大岳陽有限公司的渠道管理,提高渠道效率,增強(qiáng)其市場(chǎng)競(jìng)爭(zhēng)力。
[Abstract]:At present, there are many feed enterprises in our country. With the increasing degree of marketization, the competition among feed enterprises is becoming more and more intense. Marketing channels have become the breakthrough point for enterprises to occupy the commanding heights of the market. Yueyang area is located in Dongting Lake Plain. Zhengda Feed is the first group of well-known foreign feed enterprises to enter China. It occupies an important position in the feed industry of our country. The research on the optimization of marketing channels of feed enterprises plays an important role in ensuring their market share. This paper is based on the relevant theories of marketing channel strategy, channel relationship, channel management, etc. Taking Zhengda Yueyang Co., Ltd. as the research object, the author studied the situation of Zhengda feed marketing channel from the angle of marketing channel by reading relevant references and field investigation. Through the analysis of the relevant data of Zhengda Yueyang Co., Ltd in the market, respectively from the marketing channel model, channel flow, Channel structure and other aspects of the Zhengda Yueyang Co., Ltd. channel status of the status quo, followed by the focus of this study, but also through the use of channel related theory and practice has a practical role. Through the investigation and analysis of the company's existing market, the author draws the conclusion that the dealers of Zhengda Yueyang Co., Ltd. have low management level, insufficient market adaptability, unreasonable regional distribution of channels, unbalanced development, and weak channel competitiveness. Such problems as imperfect channel conflict management, insufficient channel service capacity and inadequate channel incentive implementation, Through the research and analysis of this paper, we hope to improve the channel management and improve the channel efficiency of Zhengda Yueyang Co., Ltd. Enhance its market competitiveness.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F324.6

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本文編號(hào)：1617747