SL公司挖掘機(jī)營(yíng)銷(xiāo)渠道管理改進(jìn)研究
發(fā)布時(shí)間：2018-07-17 18:23
【摘要】：SL公司于1972年創(chuàng)建,是國(guó)際化的工程機(jī)械領(lǐng)先企業(yè),國(guó)家高新技術(shù)企業(yè)。SL公司主要產(chǎn)品有裝載機(jī)、挖掘機(jī)、路面機(jī)械等三大系列、一百多個(gè)品種。其中SL公司挖掘機(jī)2010年開(kāi)始進(jìn)入市場(chǎng),雖然起步較晚,但搭乘工程機(jī)械高速發(fā)展時(shí)段,取得了較好的業(yè)績(jī)。近幾年受全球經(jīng)濟(jì)低迷及國(guó)家宏觀調(diào)控影響,SL公司挖掘機(jī)銷(xiāo)量增幅出現(xiàn)下滑,2013年SL公司挖掘機(jī)開(kāi)始陸續(xù)暴露出營(yíng)銷(xiāo)渠道在高速發(fā)展中的問(wèn)題——銷(xiāo)量銳減、資金短缺、客戶欠款嚴(yán)重、二手及法務(wù)機(jī)占用資金大、回款及庫(kù)存消化壓力大等。這些問(wèn)題倒逼著SL公司認(rèn)清當(dāng)前市場(chǎng)經(jīng)濟(jì)嚴(yán)峻形勢(shì),對(duì)營(yíng)銷(xiāo)渠道高效健康運(yùn)營(yíng)做出深入思考,確保企業(yè)長(zhǎng)久生存及發(fā)展。本論文介紹了選題背景,明確了研究的意義和思路,確定了本論文的研究方法是文獻(xiàn)調(diào)查法、案例分析法、比較研究法、圖表解析法等方法。系統(tǒng)綜述了營(yíng)銷(xiāo)渠道相關(guān)理論,界定了相關(guān)營(yíng)銷(xiāo)渠道的概念,明確了本論文理論的來(lái)源。詳細(xì)闡述了國(guó)、內(nèi)外營(yíng)銷(xiāo)渠道相關(guān)理論研究情況,以及國(guó)內(nèi)外營(yíng)銷(xiāo)渠道相關(guān)理論的研究現(xiàn)狀,為本論文提出營(yíng)銷(xiāo)渠道管理改進(jìn)打下理論基礎(chǔ)。本論文詳細(xì)闡述了挖掘機(jī)行業(yè)的三大主要營(yíng)銷(xiāo)渠道模式以及主要競(jìng)爭(zhēng)品牌的營(yíng)銷(xiāo)渠道模式情況,深入分析了SL公司挖掘機(jī)營(yíng)銷(xiāo)渠道現(xiàn)狀,同時(shí)指出了SL公司挖掘機(jī)營(yíng)銷(xiāo)渠道的主要特點(diǎn)及存在的問(wèn)題。通過(guò)運(yùn)用所學(xué)的PEST分析、競(jìng)爭(zhēng)五力模型分析及SWOT分析等管理工具,對(duì)SL公司挖掘機(jī)營(yíng)銷(xiāo)渠道環(huán)境進(jìn)行了詳細(xì)分析,為SL公司挖掘機(jī)營(yíng)銷(xiāo)渠道管理改進(jìn)指明了方向。本論文提出了SL公司挖掘機(jī)營(yíng)銷(xiāo)渠道管理改進(jìn)的目標(biāo)和依據(jù),設(shè)計(jì)出了改進(jìn)后的營(yíng)銷(xiāo)渠道結(jié)構(gòu),提出了挖掘機(jī)營(yíng)銷(xiāo)渠道管理改進(jìn)成功實(shí)施的改進(jìn)方案和保障措施,最后通過(guò)銷(xiāo)售、服務(wù)、庫(kù)存等幾個(gè)方面闡述了營(yíng)銷(xiāo)渠道管理改進(jìn)的實(shí)施效果。本論文主要由七部分組成,第一部分是導(dǎo)論,主要論述了本論文選題的背景、意義、研究方法、創(chuàng)新點(diǎn)以及寫(xiě)作思路和論文框架等。第二部分主要是關(guān)于相關(guān)理論綜述,明確中、西方營(yíng)銷(xiāo)渠道理論研究的態(tài)勢(shì)和最新研究成果。第三部分主要論述了中國(guó)挖掘機(jī)行業(yè)采取的主要營(yíng)銷(xiāo)渠道模式和結(jié)構(gòu),闡述了SL公司挖掘機(jī)營(yíng)銷(xiāo)渠道現(xiàn)狀及特征。第四部分論述了當(dāng)前SL公司挖掘機(jī)營(yíng)銷(xiāo)渠道環(huán)境的分析。第五部分主要論述了SL公司挖掘機(jī)營(yíng)銷(xiāo)渠道管理改進(jìn)目標(biāo)和原則、改進(jìn)思路和結(jié)構(gòu),并提出了營(yíng)銷(xiāo)渠道管理改進(jìn)方案。第六部分主要論述了SL公司挖掘機(jī)營(yíng)銷(xiāo)渠道管理改進(jìn)的保障措施及實(shí)施效果。第七部分是結(jié)論與展望,主要是對(duì)本論文的研究做出結(jié)論及啟示,并展望了營(yíng)銷(xiāo)渠道管理的改進(jìn)要隨著行業(yè)和市場(chǎng)的發(fā)展而不斷改變和創(chuàng)新。
[Abstract]:SL Company was founded in 1972, is an international leading enterprise in construction machinery. The main products of National High-tech Enterprise. SL Company are loaders, excavators, road machinery and other three series, more than 100 varieties. SL company began to enter the market in 2010, although the start is late, but by construction machinery high-speed development period, achieved good results. In recent years, under the influence of the global economic downturn and the national macroeconomic regulation and control, the sales volume of SL company excavators has declined. In 2013, SL company excavators began to expose the problems in the rapid development of marketing channels-the sales volume has plummeted and the funds are short. Customer debt is serious, second-hand and legal machines occupy large capital, return and inventory digestion pressure, and so on. These problems force SL Company to recognize the severe situation of the current market economy, to make a deep thinking on the efficient and healthy operation of marketing channels, and to ensure the long-term survival and development of the enterprises. This paper introduces the background of the topic, clarifies the significance and thinking of the research, and determines that the research methods of this paper are literature survey, case analysis, comparative research, chart analysis and so on. This paper systematically summarizes the relevant theories of marketing channels, defines the concept of relevant marketing channels, and clarifies the source of the theory of this paper. This paper expatiates the research situation of marketing channel theory at home and abroad, and the research status of marketing channel theory at home and abroad, which lays a theoretical foundation for the improvement of marketing channel management in this paper. In this paper, the three main marketing channel models of excavator industry and the marketing channel mode of main competitive brands are described in detail, and the current situation of the marketing channel of SL company excavator is deeply analyzed. At the same time, it points out the main characteristics and existing problems of the marketing channel of the excavator in SL Company. By using pest analysis, competitive model analysis and SWOT analysis, this paper makes a detailed analysis on the marketing channel environment of SL company's excavator, and points out the direction for improving the marketing channel management of SL company's excavator marketing channel. This paper puts forward the aim and basis of the marketing channel management improvement of SL company, designs the improved marketing channel structure, and puts forward the improvement scheme and guarantee measures of the successful implementation of the excavator marketing channel management improvement. Finally, through sales, service, inventory and other aspects of the implementation of marketing channel management improvement. This paper is composed of seven parts, the first part is an introduction, mainly discusses the background, significance, research methods, innovation, writing ideas and the framework of the thesis. The second part is mainly about the relevant theory review, clear, western marketing channel theory research situation and the latest research results. The third part mainly discusses the main marketing channel mode and structure adopted by the excavator industry in China, and expounds the current situation and characteristics of the marketing channel of the excavator in SL Company. The fourth part discusses the current SL company excavator marketing channel environment analysis. The fifth part mainly discusses the marketing channel management of SL company excavator marketing channel management improvement objectives and principles, improving ideas and structures, and proposed a marketing channel management improvement scheme. The sixth part mainly discusses the safeguard measures and the effect of SL company excavator marketing channel management improvement. The seventh part is the conclusion and prospect, mainly makes the conclusion and the enlightenment to the research of this paper, and forecasts the marketing channel management improvement to change and the innovation unceasingly with the industry and the market development.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F426.4;F274
本文編號(hào)：2130536
[Abstract]:SL Company was founded in 1972, is an international leading enterprise in construction machinery. The main products of National High-tech Enterprise. SL Company are loaders, excavators, road machinery and other three series, more than 100 varieties. SL company began to enter the market in 2010, although the start is late, but by construction machinery high-speed development period, achieved good results. In recent years, under the influence of the global economic downturn and the national macroeconomic regulation and control, the sales volume of SL company excavators has declined. In 2013, SL company excavators began to expose the problems in the rapid development of marketing channels-the sales volume has plummeted and the funds are short. Customer debt is serious, second-hand and legal machines occupy large capital, return and inventory digestion pressure, and so on. These problems force SL Company to recognize the severe situation of the current market economy, to make a deep thinking on the efficient and healthy operation of marketing channels, and to ensure the long-term survival and development of the enterprises. This paper introduces the background of the topic, clarifies the significance and thinking of the research, and determines that the research methods of this paper are literature survey, case analysis, comparative research, chart analysis and so on. This paper systematically summarizes the relevant theories of marketing channels, defines the concept of relevant marketing channels, and clarifies the source of the theory of this paper. This paper expatiates the research situation of marketing channel theory at home and abroad, and the research status of marketing channel theory at home and abroad, which lays a theoretical foundation for the improvement of marketing channel management in this paper. In this paper, the three main marketing channel models of excavator industry and the marketing channel mode of main competitive brands are described in detail, and the current situation of the marketing channel of SL company excavator is deeply analyzed. At the same time, it points out the main characteristics and existing problems of the marketing channel of the excavator in SL Company. By using pest analysis, competitive model analysis and SWOT analysis, this paper makes a detailed analysis on the marketing channel environment of SL company's excavator, and points out the direction for improving the marketing channel management of SL company's excavator marketing channel. This paper puts forward the aim and basis of the marketing channel management improvement of SL company, designs the improved marketing channel structure, and puts forward the improvement scheme and guarantee measures of the successful implementation of the excavator marketing channel management improvement. Finally, through sales, service, inventory and other aspects of the implementation of marketing channel management improvement. This paper is composed of seven parts, the first part is an introduction, mainly discusses the background, significance, research methods, innovation, writing ideas and the framework of the thesis. The second part is mainly about the relevant theory review, clear, western marketing channel theory research situation and the latest research results. The third part mainly discusses the main marketing channel mode and structure adopted by the excavator industry in China, and expounds the current situation and characteristics of the marketing channel of the excavator in SL Company. The fourth part discusses the current SL company excavator marketing channel environment analysis. The fifth part mainly discusses the marketing channel management of SL company excavator marketing channel management improvement objectives and principles, improving ideas and structures, and proposed a marketing channel management improvement scheme. The sixth part mainly discusses the safeguard measures and the effect of SL company excavator marketing channel management improvement. The seventh part is the conclusion and prospect, mainly makes the conclusion and the enlightenment to the research of this paper, and forecasts the marketing channel management improvement to change and the innovation unceasingly with the industry and the market development.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F426.4;F274
【參考文獻(xiàn)】
相關(guān)期刊論文 前4條
1 李曄輝;;工程機(jī)械營(yíng)銷(xiāo)模式的選擇與風(fēng)險(xiǎn)控制[J];今日工程機(jī)械;2008年02期
2 本刊編輯部;;工程機(jī)械行業(yè)過(guò)去十年[J];建筑機(jī)械化;2014年02期
3 楊子電;;廠商自建渠道的利弊分析與前景預(yù)測(cè)[J];經(jīng)濟(jì)論壇;2011年08期
4 黃昌松;;我國(guó)液壓挖掘機(jī)技術(shù)引進(jìn)史實(shí)(下)[J];交通世界(建養(yǎng).機(jī)械);2014年Z1期
，本文編號(hào)：2130536
本文鏈接：http://sikaile.net/guanlilunwen/yingxiaoguanlilunwen/2130536.html
最近更新
教材專(zhuān)著
