本文選題：焊接材料 + 營(yíng)銷渠道　； 參考：《蘇州大學(xué)》2014年碩士論文

【摘要】：隨著全球化的不斷發(fā)展以及競(jìng)爭(zhēng)的日趨激烈，企業(yè)如何更好的應(yīng)對(duì)日益惡劣的競(jìng)爭(zhēng)環(huán)境，有效地提升自身的核心競(jìng)爭(zhēng)力，已經(jīng)成為決定其生死存亡的關(guān)鍵因素。在產(chǎn)品同質(zhì)、廣告泛化的今天，渠道以其特有的本地化和不可替代性成為企業(yè)參與市場(chǎng)競(jìng)爭(zhēng)的關(guān)鍵因素。我國(guó)焊接材料行業(yè)的營(yíng)銷渠道以傳統(tǒng)的經(jīng)銷商為主，生產(chǎn)廠商通過(guò)在全國(guó)各地尋找并授權(quán)經(jīng)銷商的方式來(lái)實(shí)現(xiàn)焊接材料在中國(guó)市場(chǎng)的銷售。營(yíng)銷渠道的優(yōu)化管理對(duì)于促進(jìn)國(guó)內(nèi)焊材企業(yè)發(fā)展，提高焊材企業(yè)市場(chǎng)競(jìng)爭(zhēng)力，實(shí)現(xiàn)企業(yè)發(fā)展戰(zhàn)略具有深遠(yuǎn)的意義。 本文在分析焊接材料行業(yè)發(fā)展現(xiàn)狀、趨勢(shì)以及市場(chǎng)競(jìng)爭(zhēng)環(huán)境的基礎(chǔ)上從TTKS公司營(yíng)銷渠道現(xiàn)狀入手，運(yùn)用渠道管理理論對(duì)其營(yíng)銷渠道模式進(jìn)行診斷，闡述了TTKS公司營(yíng)銷渠道管理方面遇到的困境和存在的問(wèn)題，分析出導(dǎo)致困境發(fā)生的因素如缺乏經(jīng)銷商入選標(biāo)準(zhǔn)、沒(méi)有進(jìn)行經(jīng)銷商評(píng)估和分類管理制度、沒(méi)有建立淘汰機(jī)制、經(jīng)銷商財(cái)務(wù)管理不到位、存在經(jīng)銷商跨區(qū)竄貨銷售行為、對(duì)經(jīng)銷商控制力不強(qiáng)、經(jīng)銷商和最終客戶的忠誠(chéng)度不穩(wěn)定等，為TTKS公司如何有效進(jìn)行營(yíng)銷渠道管理提出了切實(shí)可行的解決方案。本文主要從制定科學(xué)的經(jīng)銷商入選標(biāo)準(zhǔn)、實(shí)行經(jīng)銷商評(píng)估和分類管理制度、建立經(jīng)銷商淘汰機(jī)制、建立經(jīng)銷商財(cái)務(wù)管理制度、進(jìn)行經(jīng)銷商竄貨管理、與經(jīng)銷商建立長(zhǎng)期合作的伙伴關(guān)系提高經(jīng)銷商的忠誠(chéng)度、增強(qiáng)對(duì)經(jīng)銷商的控制力等方面進(jìn)行改進(jìn)。 筆者希望通過(guò)TTKS公司的渠道優(yōu)化管理提升TTKS公司的品牌營(yíng)銷能力，增強(qiáng)市場(chǎng)競(jìng)爭(zhēng)力，實(shí)現(xiàn)公司的長(zhǎng)期可持續(xù)發(fā)展。
[Abstract]:With the continuous development of globalization and the increasingly fierce competition, how to better deal with the increasingly bad competitive environment, effectively improve their core competitiveness, has become a key factor to determine their survival. With the homogeneity of products and the generalization of advertising, channels have become the key factors for enterprises to participate in market competition due to their unique localization and irreplaceable nature. The marketing channel of welding material industry in our country is mainly traditional dealers. Manufacturers can find and authorize dealers in China to realize the sales of welding materials in China market. The optimization management of marketing channel is of great significance to promote the development of domestic welding material enterprises, improve the market competitiveness of welding materials enterprises and realize the development strategy of enterprises. On the basis of analyzing the current situation, trend and market competition environment of welding material industry, this paper starts with the current situation of marketing channel of TTKS Company, and uses the theory of channel management to diagnose its marketing channel mode. This paper expounds the difficulties and problems in the marketing channel management of TTKS Company, and analyzes the factors that lead to the difficulties, such as the lack of selection criteria for dealers, the failure to carry out dealer evaluation and classified management system, and the failure to establish a mechanism of elimination. The financial management of dealers is not in place, and there exists the behavior of transregional distribution of goods, weak control over dealers, unstable loyalty of dealers and final customers, etc. Put forward the feasible solution for TTKS company how to carry on the marketing channel management effectively. This paper mainly from the establishment of scientific criteria for the selection of dealers, the implementation of dealer evaluation and classification management system, the establishment of dealer elimination mechanism, the establishment of dealer financial management system, dealer channeling management, Establish long-term partnership with dealers to improve loyalty and control of dealers. The author hopes to improve the brand marketing ability of TTKS Company through the channel optimization management of TTKS Company, enhance the market competitiveness, and realize the long-term sustainable development of the company.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F416.4

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