本文選題：工程機(jī)械 + 國際營銷渠道　； 參考：《廣西師范大學(xué)》2014年碩士論文

【摘要】：隨著改革開放的蓬勃發(fā)展,中國越來越多的工程機(jī)械企業(yè)開始走向國際市場,而在國際市場中,本身也已經(jīng)存在著扎根當(dāng)?shù)囟嗄甑耐袠I(yè)的國外知名企業(yè),所以國際市場競爭日益激烈。國外工程機(jī)械企業(yè)的優(yōu)勢在于其品牌影響力比較大,資金狀況比較好,實力比較大,管理理念先進(jìn),應(yīng)對國際市場風(fēng)險的能力比較強(qiáng)。中國的工程機(jī)械企業(yè)也正在建立和完善自己的國際營銷渠道以及營銷隊伍。國際營銷渠道管理已然成為企業(yè)實施“走出去”戰(zhàn)略,邁出國門扎根海外能夠成功的一個關(guān)鍵所在。因此,對國際營銷渠道管理的研究也成為了企業(yè)持續(xù)獲得競爭力,提高競爭水平的一個重要手段。 本文首先通過文獻(xiàn)研究法總結(jié)了國內(nèi)外學(xué)者關(guān)于營銷渠道、國際營銷渠道管理、文化、激勵、沖突等相關(guān)理論。接著描述了GLG公司的國際營銷渠道環(huán)境及其內(nèi)部環(huán)境。運(yùn)用比較法對國內(nèi)外主要的一些競爭對手進(jìn)行了對比分析,指出了GLG公司在國際營銷戰(zhàn)略方面所應(yīng)采取的應(yīng)對措施。以個案研究的方式,深入分析GLG公司國際營銷渠道的現(xiàn)狀,指出GLG公司在國際市場營銷渠道中目前尚存在的一些問題,包括渠道的依賴程度、經(jīng)銷商的忠誠度、公司內(nèi)外渠道沖突,以及海外并購公司的渠道整合與文化沖突等方面的問題。并對這些問題進(jìn)行相應(yīng)的分析研究,提出了一些可行的改進(jìn)措施。如強(qiáng)化對經(jīng)銷商的評估以克服依賴性,重視售后服務(wù)工作,通過品牌推廣與優(yōu)化經(jīng)銷商渠道來提升經(jīng)銷商的忠誠度,通過激勵和懲罰措施來緩解渠道沖突,通過加強(qiáng)文化交流、調(diào)整海外并購公司的定位及采取激勵手段等來整合營銷渠道,提升渠道管理水平。 國際營銷渠道可以看作是企業(yè)重要的無形資產(chǎn)之一,影響著企業(yè)的壯大與發(fā)展。尤其是正走向國際化的企業(yè),營銷渠道所帶來的巨大效益就顯得更加重要了。對于很多工程機(jī)械企業(yè)來說,有的國際營銷渠道剛剛起步,處于探索階段,有的雖然已經(jīng)建立了一些國際營銷渠道,但也還不是很完善。面對著競爭日趨激烈的國際市場,渠道管理中的矛盾也越來越多,難以有效協(xié)調(diào),期間的變數(shù)也越來越大。企業(yè)應(yīng)該根據(jù)國際市場的需要,并結(jié)合企業(yè)自身的情況改革創(chuàng)新、銳意進(jìn)取。 在國際市場上,中國工程機(jī)械企業(yè)面臨著與國外高中端品牌、國內(nèi)中低端品牌的同臺競爭,除了要提高工藝水平、改進(jìn)產(chǎn)品的質(zhì)量、增強(qiáng)售后服務(wù)能力以及有效控制成本之外,就是要加強(qiáng)營銷渠道的管理。因此,國際營銷渠道管理尤其是跨國公司渠道整合方面的研究將顯得越來越重要。
[Abstract]:With the vigorous development of reform and opening up, more and more construction machinery enterprises in China begin to go to the international market, and in the international market, there are foreign well-known enterprises rooted in the same industry for many years.Therefore, the international market competition is becoming increasingly fierce.The advantages of foreign construction machinery enterprises are that their brand influence is relatively large, their capital status is better, their strength is relatively large, their management ideas are advanced, and their ability to deal with the risks in the international market is relatively strong.Chinese construction machinery enterprises are also establishing and perfecting their own international marketing channels and marketing team.International marketing channel management has become a key for enterprises to carry out "going out" strategy and take root abroad.Therefore, the research on international marketing channel management has become an important means for enterprises to continuously gain competitiveness and improve their competitive level.Firstly, this paper summarizes the theories of marketing channel, international marketing channel management, culture, motivation, conflict and so on.Then describes the GLG company's international marketing channel environment and its internal environment.This paper makes a comparative analysis of some main competitors at home and abroad by using comparative method, and points out the countermeasures that GLG should take in the aspect of international marketing strategy.Based on the case study, this paper analyzes the current situation of international marketing channel of GLG Company, and points out some problems existing in the international marketing channel of GLG Company, including the degree of dependence of the channel, the loyalty of the distributor, and so on.Internal and external channel conflicts, as well as overseas M & A companies channel integration and cultural conflicts and other issues.And these problems are analyzed and studied, and some feasible improvement measures are put forward.Such as strengthening the evaluation of dealers to overcome dependence, attach importance to after-sales service work, through brand promotion and optimization of dealer channels to enhance the loyalty of dealers, through incentives and penalties to alleviate channel conflicts, through the strengthening of cultural exchanges,Adjust the positioning of overseas M & A companies and adopt incentives to integrate marketing channels and improve channel management.International marketing channel can be regarded as one of the important intangible assets of enterprises, which affects the growth and development of enterprises.Especially in the internationalization of enterprises, marketing channels bring huge benefits appear to be more important.For many construction machinery enterprises, some international marketing channels have just started and are in the exploratory stage, while some have already established some international marketing channels, but they are not very perfect.In the face of the increasingly competitive international market, there are more and more contradictions in channel management, which is difficult to coordinate effectively.Enterprises should reform and innovate according to the needs of the international market and combine with their own conditions.In the international market, Chinese construction machinery enterprises are faced with the same stage competition with foreign high and middle end brands and domestic middle and low end brands. Besides, it is necessary to improve the technology level, improve the quality of products, enhance the ability of after-sales service and effectively control the cost.Is to strengthen the management of marketing channels.Therefore, the international marketing channel management, especially the transnational corporation channel integration aspect research will appear to be more and more important.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.4

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