本文關(guān)鍵詞： 發(fā)制品 營(yíng)銷渠道 渠道管理　出處：《中國(guó)海洋大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：目前，全球發(fā)制品市場(chǎng)發(fā)展?jié)摿Ψ浅＞薮螅瑲W美澳非洲等發(fā)制品市場(chǎng)已經(jīng)發(fā)展成熟，走在全球市場(chǎng)的前列，引領(lǐng)著全球發(fā)制品市場(chǎng)的發(fā)展潮流。對(duì)比于全球其他國(guó)家市場(chǎng)，中國(guó)市場(chǎng)剛剛處于導(dǎo)入階段，未來市場(chǎng)發(fā)展空間巨大。如何把握住這個(gè)千載難逢的機(jī)遇，快速布局國(guó)內(nèi)市場(chǎng)，搶占國(guó)內(nèi)市場(chǎng)份額，就成為了國(guó)內(nèi)發(fā)制品廠商的頭等問題。 在發(fā)制品營(yíng)銷中，渠道仍然起著重要作用。渠道為王，得渠道者得天下。這個(gè)理論在一個(gè)新興的國(guó)內(nèi)行業(yè)中尤其如此。近年來，越來越多的企業(yè)通過精心構(gòu)筑營(yíng)銷渠道管理脈絡(luò)，來獲得營(yíng)銷渠道網(wǎng)絡(luò)上的先機(jī)，從而得到快速發(fā)展。通過渠道來創(chuàng)造和獲得長(zhǎng)期的競(jìng)爭(zhēng)優(yōu)勢(shì)，已經(jīng)成為許多企業(yè)的必然選擇。 瑞貝卡發(fā)制品有限公司是全球發(fā)制品生產(chǎn)企業(yè)龍頭，其國(guó)內(nèi)營(yíng)銷渠道重構(gòu)措施設(shè)計(jì)為，立足全國(guó)，定位高端，盡快完成全國(guó)各省區(qū)銷售公司布局；加快大中型商場(chǎng)專柜覆蓋；打造與高端美發(fā)沙龍、美體SPA聯(lián)合特許經(jīng)營(yíng)模式；優(yōu)化現(xiàn)有連鎖專賣店體系，提升專賣店層次與顧客體驗(yàn)滿意度；全力開拓網(wǎng)絡(luò)營(yíng)銷渠道，尤其是個(gè)人移動(dòng)終端網(wǎng)絡(luò)營(yíng)銷渠道。 未來，瑞貝卡發(fā)制品有限公司在對(duì)營(yíng)銷渠道的管理中，要提升對(duì)渠道成員的鼓勵(lì)與物質(zhì)激勵(lì)，在渠道成員之間建立牢固長(zhǎng)久的合作關(guān)系，解決渠道成員間可能的沖突，，加強(qiáng)對(duì)渠道成員的績(jī)效考評(píng)等，以此來實(shí)現(xiàn)對(duì)營(yíng)銷渠道管理的提升優(yōu)化，進(jìn)而獲得更高更穩(wěn)固的國(guó)內(nèi)市場(chǎng)份額，推動(dòng)國(guó)內(nèi)發(fā)制品市場(chǎng)健康快速發(fā)展。
[Abstract]:At present, the development potential of the global hair products market is very great. The hair products markets such as Europe, America, Australia and Africa have developed and become mature, leading the development trend of the global hair products market. Compared with other markets in the world, The Chinese market has just been in the stage of introduction, and the future market has a huge space for development. How to grasp this once-in-a-lifetime opportunity, quickly layout the domestic market and seize the domestic market share, has become the top problem for domestic hair manufacturers. In the marketing of hair products, the channel still plays an important role. The channel is the king, the channel wins the world. This theory is especially true in a new domestic industry. In recent years, More and more enterprises obtain the first opportunity in the marketing channel network through careful construction of marketing channel management context, thus get rapid development. Through the channel to create and obtain long-term competitive advantage, has become the inevitable choice of many enterprises. Rebecca hair products Co., Ltd. is the leading manufacturer of hair products in the world, and its domestic marketing channel reconstruction measures are designed as follows: based on the whole country, positioning high-end, completing the distribution of sales companies in provinces and districts of the whole country as soon as possible, speeding up the coverage of the special counters in large and medium-sized shopping malls; Create and high-end hairdressing salon, beauty body SPA joint franchise mode; optimize the existing chain store system, improve the level of store and customer experience satisfaction; fully develop network marketing channels, especially personal mobile terminal network marketing channels. In the future, Rebecca hair products Co., Ltd., in its management of marketing channels, will promote encouragement and material incentives to channel members, establish a firm and lasting cooperative relationship among channel members, and resolve possible conflicts among channel members. Strengthen the performance evaluation of channel members, so as to achieve the promotion and optimization of marketing channel management, and then obtain a higher and more stable domestic market share, and promote the healthy and rapid development of domestic hair products market.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F416.8

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