本文選題：LED照明企業(yè) + 營(yíng)銷渠道管理�。� 參考：《福州大學(xué)》2014年碩士論文

【摘要】：隨著全球經(jīng)濟(jì)一體化進(jìn)程的加速,發(fā)達(dá)國(guó)家產(chǎn)業(yè)調(diào)整的步伐也不斷提速,般LED照明產(chǎn)品的生產(chǎn)制造大量轉(zhuǎn)向發(fā)展中國(guó)家。由于中國(guó)在生產(chǎn)技術(shù)、原材料供應(yīng)、勞動(dòng)力成本等各個(gè)方面都具備規(guī)�；a(chǎn)LED照明產(chǎn)品的條件,成為L(zhǎng)ED產(chǎn)品的主要輸出國(guó),尤其是最近8年以來(lái),國(guó)內(nèi)LED照明產(chǎn)品的總產(chǎn)值已連續(xù)8年保持2%的增長(zhǎng)率。的未來(lái)幾年增長(zhǎng)還將加速；其三,是隨著建筑市場(chǎng)以及居民、工業(yè)用電節(jié)節(jié)攀升,而LED照明產(chǎn)品能耗極低的優(yōu)勢(shì)日益凸顯的同時(shí)LED光源的成本逐日下降使LED照明產(chǎn)品普及的需求和可能性迅速增加。LED照明產(chǎn)品已經(jīng)迎來(lái)銷售高峰期,國(guó)內(nèi)LED照明產(chǎn)品的生產(chǎn)企業(yè)無(wú)疑將會(huì)邁入一個(gè)銷售的“黃金期”。機(jī)遇與挑戰(zhàn)并存,由于LED照明行業(yè)的市場(chǎng)潛力巨大,無(wú)數(shù)投資者涌入這個(gè)行業(yè),加之目前國(guó)內(nèi)LED照明市場(chǎng)尚未有一家企業(yè)的市場(chǎng)份額超過(guò)3%,業(yè)內(nèi)的企業(yè)紛紛通過(guò)加強(qiáng)渠道布局以期加強(qiáng)自身的比較優(yōu)勢(shì)。本文首先闡述了選題背景與意義、介紹本文的研究主題和內(nèi)容,接著引入研究中運(yùn)用的營(yíng)銷渠道管理理論、績(jī)效評(píng)估理論、渠道評(píng)估理論,還介紹了國(guó)內(nèi)外營(yíng)銷渠道評(píng)估研究的現(xiàn)狀。接著,文章根據(jù)國(guó)內(nèi)LED照明行業(yè)的現(xiàn)實(shí)情況和LED照明企業(yè)營(yíng)銷渠道的特點(diǎn),研究了對(duì)目前國(guó)內(nèi)LED照明企業(yè)營(yíng)銷渠道運(yùn)行績(jī)效進(jìn)行評(píng)估應(yīng)考慮的主要方面,分別選取了適合LED照明企業(yè)營(yíng)銷渠道評(píng)估的-級(jí)、二級(jí)評(píng)價(jià)指標(biāo),制定出較為可行的營(yíng)銷渠道評(píng)估策略。進(jìn)而基于當(dāng)前LED照明行業(yè)與企業(yè)的特點(diǎn)設(shè)計(jì)了國(guó)內(nèi)LED照明營(yíng)銷渠道評(píng)估體系。在最后,本文把該營(yíng)銷渠道評(píng)估體系應(yīng)用于對(duì)A公司的LED營(yíng)銷渠道評(píng)估與分析的實(shí)證研究,依次應(yīng)用問(wèn)卷調(diào)查、層次分析法和模糊綜合評(píng)價(jià)法獲取調(diào)查結(jié)果,并對(duì)調(diào)查結(jié)果加以計(jì)算分析,提出相應(yīng)的分析結(jié)果和改進(jìn)建議。本文總結(jié)在前人相關(guān)理論研究的基礎(chǔ)上,提出LED照明企業(yè)營(yíng)銷渠道評(píng)估模型體系。從以傳統(tǒng)節(jié)能燈出口為主向經(jīng)營(yíng)LED照明產(chǎn)品轉(zhuǎn)型的A公司面臨著市場(chǎng)營(yíng)銷策略的重大調(diào)整和改變,文章基于對(duì)國(guó)內(nèi)LED照明行業(yè)以及A公司渠道現(xiàn)狀了解與分析構(gòu)建了LED照明企業(yè)營(yíng)銷渠道評(píng)估體系。通過(guò)數(shù)據(jù)分析和處理,對(duì)A公司的營(yíng)銷渠道運(yùn)行績(jī)效進(jìn)行分析和評(píng)估,為A公司的營(yíng)銷渠道管理提出改善建議提供較為可靠的依據(jù),也必將為其他LED照明企業(yè)的渠道管理提供一定的實(shí)踐指導(dǎo)。
[Abstract]:With the acceleration of the process of global economic integration, the pace of industrial adjustment in developed countries has been accelerating, and the production and manufacture of LED lighting products have shifted to developing countries in large quantities. As China has the conditions for large-scale production of LED lighting products in all aspects of production technology, raw material supply, labor costs, etc., it has become a major exporter of LED products, especially in the last eight years. The gross output value of domestic LED lighting products has maintained a 2% growth rate for 8 consecutive years. Growth will accelerate in the next few years; third, as the construction market and residents, industrial electricity consumption continues to rise, While the advantages of extremely low energy consumption of LED lighting products are increasingly prominent, and the cost of LED light source is decreasing day by day, the demand and possibility of popularization of LED lighting products are increasing rapidly. The sales peak of LED lighting products has been ushered in. Domestic LED lighting production enterprises will undoubtedly enter a sales "golden period." Opportunities and challenges coexist. Because of the huge market potential of the LED lighting industry, numerous investors pour into the industry. In addition, at present, there is not a single enterprise in the domestic LED lighting market with a market share of more than 3, so the enterprises in the industry have to strengthen the distribution of channels in order to strengthen their comparative advantages. This paper first describes the background and significance of the topic, introduces the research theme and content, and then introduces the marketing channel management theory, performance evaluation theory, channel evaluation theory, which is used in the research. Also introduced the domestic and foreign marketing channel appraisal research present situation. Then, according to the actual situation of domestic LED lighting industry and the characteristics of LED lighting enterprise marketing channel, this paper studies the main aspects that should be considered to evaluate the performance of domestic LED lighting enterprise marketing channel operation. The grade and two evaluation indexes suitable for LED lighting enterprise marketing channel evaluation are selected, and the more feasible marketing channel evaluation strategies are worked out. Based on the characteristics of current LED lighting industry and enterprises, the domestic LED lighting marketing channel evaluation system is designed. Finally, this paper applies the marketing channel evaluation system to the empirical research on the LED marketing channel evaluation and analysis of company A, and obtains the results of the investigation by questionnaire survey, AHP and fuzzy comprehensive evaluation method. The results of the investigation are calculated and analyzed, and the corresponding analysis results and suggestions for improvement are put forward. On the basis of previous theoretical research, this paper puts forward the LED lighting enterprise marketing channel evaluation model system. Company A, which transformed from traditional energy saving lamp exports to operating LED lighting products, is facing major adjustments and changes in marketing strategies. Based on the understanding and analysis of the domestic LED lighting industry and the channel status of company A, this paper constructs a marketing channel evaluation system for LED lighting enterprises. Through the data analysis and processing, this paper analyzes and evaluates the performance of A company's marketing channel operation, and provides a more reliable basis for the improvement of A company's marketing channel management. It will also provide some practical guidance for the channel management of other LED lighting enterprises.
【學(xué)位授予單位】：福州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.6

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