本文關(guān)鍵詞：廣州伊凡生物科技有限公司營銷渠道研究　出處：《石河子大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 化妝品行業(yè) 中小企業(yè) 廣州伊凡生物科技公司 營銷渠道

【摘要】：我國的化妝品行業(yè)通過30多年的發(fā)展,由弱到強不斷壯大,取得了前所未有的成就。目前,中國化妝品市場已成為全球最大的新興市場,在亞洲排名第二,僅次于日本。同時,我國化妝品市場銷售額正以每年20%以上的速度在快速增長。面對如此巨大的市場誘惑,國內(nèi)外化妝品企業(yè)都在瘋狂搶奪中國市場。在國內(nèi),大量的中小化妝品企業(yè),由于知名度不高、實力不強,在市場競爭中舉步維艱。面對機遇和挑戰(zhàn),中小企業(yè)應(yīng)該如何突破重重困難擁有自己的一席之地呢?營銷渠道,作為實現(xiàn)銷售產(chǎn)品的關(guān)鍵環(huán)節(jié),對企業(yè)的生存和發(fā)展非常重要。對于中小化妝品企業(yè)而言,應(yīng)該充分利用當(dāng)前互聯(lián)網(wǎng)技術(shù)的低成本優(yōu)勢,整合有限資源,為企業(yè)建立相對長期和穩(wěn)定的渠道環(huán)境。本文以廣州伊凡生物科技公司為例,首先從營銷渠道的國內(nèi)外研究成果著手,對營銷渠道的相關(guān)理論進行了闡述;然后對廣州伊凡生物科技公司的市場營銷渠道現(xiàn)狀和面臨的內(nèi)外環(huán)境進行了深入分析;最后對該公司的營銷渠道管理提出了合理的營銷渠道整合建議和實施方案。論文結(jié)構(gòu)安排:第一章陳述研究背景、現(xiàn)狀、意義和研究內(nèi)容等;第二章對營銷渠道的相關(guān)概念、功能意義并闡述了營銷渠道管理的相關(guān)理論;第三、四章對廣州伊凡生物科技有限公司進行渠道現(xiàn)狀和環(huán)境進行了深入分析;第五章對廣州伊凡生物科技公司營銷渠道改進和實施提出了建議;第六章對本文的寫作過程、相關(guān)的材料佐證做出說明、推導(dǎo)出正確的結(jié)論,對于廣州伊凡生物科技公司的經(jīng)營發(fā)展具有較好的參考指導(dǎo)作用。本論文理論聯(lián)系實際,得益于本人所從事的廣州伊凡生物科技公司的產(chǎn)品代理商角色。在寫作過程中,我廣泛研讀國內(nèi)外營銷渠道理論的相關(guān)著作,通過深入分析,指出該公司在營銷渠道管理方面存在的問題:比如營銷渠道結(jié)構(gòu)單一;代理分銷制度難以貫徹實施;渠道建設(shè)缺少市場調(diào)研等。針對這些問題,本論文運用了營銷學(xué)知識對化妝品市場進行細(xì)分、目標(biāo)市場定位和SWOT分析等方法,提出相關(guān)的解決意見和營銷渠道優(yōu)化建議。同時指明公司在實施渠道管理過程中,將如何解決渠道沖突和經(jīng)銷商管理等系列問題。通過本論文的寫作研究,對廣州伊凡生物科技公司的營銷渠道建設(shè)和管理提出了切實可行的辦法,也希望對同行業(yè)的中小化妝品企業(yè)有借鑒和參考作用。
[Abstract]:Through more than 30 years of development, China's cosmetics industry has grown from weak to strong and has made unprecedented achievements. At present, China's cosmetics market has become the largest emerging market in the world, ranking second in Asia. Second only to Japan. At the same time, China's cosmetics market sales are growing at a rate of more than 20% per year. Facing such a huge market temptation. Domestic and foreign cosmetics enterprises are scrambling for the Chinese market. In China, a large number of small and medium-sized cosmetic enterprises, because of the low visibility, the strength is not strong, in the market competition is difficult, facing opportunities and challenges. How should small and medium-sized enterprises break through a lot of difficulties to have their own place? Marketing channel, as a key link to realize the sale of products, is very important for the survival and development of enterprises. For small and medium-sized cosmetic enterprises, we should make full use of the current low-cost advantages of Internet technology. Integration of limited resources for enterprises to establish a relatively long-term and stable channel environment. This paper takes Guangzhou Ivan Biotechnology Company as an example, first of all, from the marketing channels of domestic and foreign research results. The related theory of marketing channel is expounded. Then the marketing channels of Guangzhou Ivan Biotechnology Company and the internal and external environment are deeply analyzed. Finally, the author puts forward reasonable suggestions and implementation schemes for the marketing channel management of the company. Chapter one describes the background, status quo, significance and content of the research. In the second chapter, the related concepts, functions and theories of marketing channel management are discussed. The third and fourth chapter deeply analyzes the current situation and environment of Guangzhou Ivan Biotechnology Co., Ltd. Chapter 5th puts forward some suggestions on how to improve and implement the marketing channel of Guangzhou Ivan Biotechnology Company. Chapter 6th explains the writing process of this paper and the relevant supporting materials and deduces the correct conclusion. This paper has a good reference for the development of Guangzhou Ivan Biotechnology Company. This paper combines theory with practice. I am engaged in Guangzhou Yifan Biotechnology Company's role as a product agent. In the process of writing, I extensively read domestic and foreign marketing channel theory related works, through in-depth analysis. Pointed out the company in the marketing channel management problems: for example, single marketing channel structure; The agency distribution system is difficult to carry out; The channel construction lacks market research and so on. In view of these problems, this paper uses marketing knowledge to subdivide cosmetics market, target market positioning and SWOT analysis. At the same time, it points out how the company will solve the problems of channel conflict and dealer management in the process of implementing channel management. This paper puts forward some practical methods for the marketing channel construction and management of Guangzhou Ivan Biotechnology Company, and hopes that it can be used as a reference for the small and medium-sized cosmetic enterprises in the same industry.
【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.72

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本文編號：1394351