本文選題：營(yíng)銷渠道管理 + 營(yíng)銷策略　； 參考：《湖南工業(yè)大學(xué)》2014年碩士論文

【摘要】：在企業(yè)管理中，渠道作為企業(yè)產(chǎn)品與消費(fèi)者連接的重要橋梁以及企業(yè)重要的戰(zhàn)略資源越來(lái)越受到企業(yè)的重視，其中可挖掘的深度不可估量。隨著企業(yè)營(yíng)銷戰(zhàn)略的不斷變革，企業(yè)越來(lái)越意識(shí)到將渠道做深、做細(xì)的意義，對(duì)于企業(yè)產(chǎn)品的快速鋪設(shè)以及市場(chǎng)掌控力的提升具有較大促進(jìn)作用�，F(xiàn)階段來(lái)看，不同企業(yè)之間渠道體系具有較大差異，企業(yè)對(duì)于營(yíng)銷渠道管理的模式、理念也各不相同，但共性的是都將營(yíng)銷渠道管理作為營(yíng)銷戰(zhàn)略的重要環(huán)節(jié)，，提升對(duì)渠道的管控力度。近幾年來(lái)，很多學(xué)者講國(guó)內(nèi)外營(yíng)銷渠道管理理論應(yīng)用于企業(yè)管理實(shí)踐取得了一定的成效，使得營(yíng)銷渠道管理理論實(shí)現(xiàn)縱向的延伸，營(yíng)銷渠道管理理論與我國(guó)企業(yè)實(shí)踐相結(jié)合的相關(guān)討論也層出不窮。本文也從具體企業(yè)為視角，從渠道建設(shè)和管理角度分析企業(yè)市場(chǎng)運(yùn)行中的相關(guān)問(wèn)題，以期為類似企業(yè)營(yíng)銷渠道管理水平的提升提供理論支持。 在制造型企業(yè)中，由于很多產(chǎn)品缺乏核心競(jìng)爭(zhēng)力，產(chǎn)品同質(zhì)化嚴(yán)重，同行業(yè)之間競(jìng)爭(zhēng)日趨激烈。很多廠商為了生存與發(fā)展需要不斷擴(kuò)展渠道廣度與規(guī)模，通過(guò)牢牢地抓住市場(chǎng)提升自身的競(jìng)爭(zhēng)力。但是從另外角度來(lái)看，雖然很多企業(yè)對(duì)于營(yíng)銷渠道管理十分重視，但往往由于管理不當(dāng)存在著渠道重疊、惡性競(jìng)爭(zhēng)、渠道反映速度慢等多方面的問(wèn)題。因此在這一背景下，討論企業(yè)渠道的管理與優(yōu)化就顯得十分關(guān)鍵。對(duì)此，本文從企業(yè)營(yíng)銷渠道管理的背景入手，分析了制造型企業(yè)營(yíng)銷渠道管理的必要性與關(guān)鍵意義，隨后從營(yíng)銷渠道管理以及多渠道營(yíng)銷理論角度入手進(jìn)行分析，為后文的進(jìn)一步論述提供理論依據(jù)。最后選取了W公司作為典型案例，對(duì)公司現(xiàn)狀、渠道體系建構(gòu)現(xiàn)狀進(jìn)行分析，討論了公司各個(gè)渠道的優(yōu)勢(shì)與劣勢(shì)。并在此基礎(chǔ)上對(duì)W公司現(xiàn)有的多渠道策略中的直接渠道和間接渠道分別進(jìn)行了分析，探討公司營(yíng)銷渠道管理問(wèn)題產(chǎn)生的原因，最后針對(duì)相關(guān)問(wèn)題提出優(yōu)化營(yíng)銷渠道管理的相關(guān)對(duì)策。
[Abstract]:In enterprise management, as an important bridge between enterprise products and consumers and important strategic resources of enterprises, more and more attention has been paid to the channel, in which the depth can be excavated inestimably.With the continuous change of marketing strategy, enterprises are becoming more and more aware of the significance of deep and fine channels, which can promote the rapid laying of enterprise products and the promotion of market control.At the present stage, different enterprises have great differences in channel systems, and enterprises have different ideas about marketing channel management mode, but the commonality is that marketing channel management is regarded as an important part of marketing strategy.Enhance the management and control of the channel.In recent years, many scholars say that the application of marketing channel management theory to enterprise management practice at home and abroad has achieved certain results, which makes the marketing channel management theory achieve vertical extension.The marketing channel management theory and our country enterprise practice combine the related discussion also endlessly.This article also from the specific enterprise as the angle of view, from the channel construction and the management angle analysis enterprise market operation related question, hoped to provide the theory support for the similar enterprise marketing channel management level enhancement.In manufacturing enterprises, due to the lack of core competitiveness of many products, product homogeneity is serious, competition between the same industry is becoming more and more fierce.In order to survive and develop, many manufacturers need to expand the scope and scale of channels and enhance their competitiveness by firmly grasping the market.But from another point of view, although many enterprises attach great importance to marketing channel management, but often due to improper management there are many problems such as overlapping channels, vicious competition, slow channel response and so on.Therefore, under this background, the discussion enterprise channel management and the optimization appears to be very crucial.In this paper, from the background of enterprise marketing channel management, the necessity and key significance of manufacturing enterprise marketing channel management are analyzed, and then the marketing channel management and multi-channel marketing theory are analyzed.To provide theoretical basis for further discussion.Finally, W company is selected as a typical case to analyze the current situation of the company and the construction of the channel system, and discuss the advantages and disadvantages of each channel of the company.On this basis, the paper analyzes the direct channel and indirect channel in the existing multi-channel strategy of W Company, and discusses the reasons of the marketing channel management problem.Finally, the paper puts forward the relevant countermeasures to optimize the marketing channel management.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.4

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