WTM公司營(yíng)銷渠道管理研究
發(fā)布時(shí)間：2018-12-15 03:32
【摘要】：隨著全球化經(jīng)濟(jì)的發(fā)展,中國(guó)市場(chǎng)已經(jīng)逐步融入全球化的市場(chǎng)競(jìng)爭(zhēng)中,面臨越來(lái)越激烈的多樣化競(jìng)爭(zhēng)中。與此同時(shí),競(jìng)爭(zhēng)的重點(diǎn)也逐漸從產(chǎn)品自身?yè)碛械钠放浦�、價(jià)格高低、技術(shù)含量和性能狀況向一個(gè)企業(yè)所構(gòu)建的營(yíng)銷渠道完善程度轉(zhuǎn)變。營(yíng)銷渠道的建設(shè)和管理成為企業(yè)在競(jìng)爭(zhēng)市場(chǎng)中立足的重要方面,企業(yè)管理高效的營(yíng)銷渠道已經(jīng)達(dá)到了影響企業(yè)發(fā)展的戰(zhàn)略高度。我們可以說(shuō),渠道正日益成為企業(yè)建立競(jìng)爭(zhēng)力的重要力量。今天誰(shuí)擁有了渠道,明天誰(shuí)就有前途。在現(xiàn)有的形勢(shì)下,建立與企業(yè)戰(zhàn)略發(fā)展規(guī)劃、自身資源和產(chǎn)品特性合理匹配的營(yíng)銷渠道模式,應(yīng)對(duì)多變的市場(chǎng),增加企業(yè)核心競(jìng)爭(zhēng)力,成為每個(gè)企業(yè)亟需解決的重要問(wèn)題。WTM公司采用的營(yíng)銷渠道模式已經(jīng)出現(xiàn)了渠道結(jié)構(gòu)不合理、串貨現(xiàn)象普遍、渠道成員忠誠(chéng)度低、渠道過(guò)度依賴一級(jí)經(jīng)銷商、渠道成本居高不下,企業(yè)越來(lái)越感受到銷售艱難的問(wèn)題。因此在產(chǎn)品和市場(chǎng)競(jìng)爭(zhēng)高度同質(zhì)化的情況下,能否根據(jù)公司資源和環(huán)境、消費(fèi)者購(gòu)買心理與行為的變化,而不是通過(guò)價(jià)格或促銷戰(zhàn)略獲得持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì),設(shè)計(jì)一個(gè)高效率、高效益、利益共享的營(yíng)銷渠道結(jié)構(gòu),將營(yíng)銷渠道的內(nèi)在動(dòng)力源泉更好激發(fā),實(shí)行有效運(yùn)營(yíng)和管理,直接關(guān)系到WTM公司的生存和發(fā)展。 本文依據(jù)營(yíng)銷管理理論中營(yíng)銷渠道的相關(guān)理論,基于筆者在WTM公司的工作經(jīng)驗(yàn),采用專題研究和案例研究相結(jié)合的方法,通過(guò)分析WTM公司營(yíng)銷渠道現(xiàn)狀,指出現(xiàn)有營(yíng)銷渠道的選擇和實(shí)施過(guò)程中存在的主要問(wèn)題是渠道層級(jí)不合理和多重渠道沖突,單純追求經(jīng)銷商數(shù)量、很多低級(jí)經(jīng)銷商都是新的業(yè)績(jī)不理想、忠誠(chéng)的、優(yōu)質(zhì)的經(jīng)銷商不多,經(jīng)銷商開發(fā)、維護(hù)成本高,經(jīng)銷商和產(chǎn)商步調(diào)不一致,理念和行動(dòng)難以同步,經(jīng)銷商對(duì)產(chǎn)家的信心不足,品牌號(hào)召力不強(qiáng),渠道成員激勵(lì)的手段和措施不足,對(duì)低級(jí)經(jīng)銷商的促銷激勵(lì)不足,需加強(qiáng)他們的產(chǎn)品流通和銷售能力,促進(jìn)他們進(jìn)貨和銷貨的積極性,而不是只是從銷售量上去考核,要根據(jù)企業(yè)的銷售目標(biāo)和企業(yè)現(xiàn)有的資源狀況,特別是現(xiàn)有的中間商的狀況,以最大限度地發(fā)揮企業(yè)現(xiàn)有的優(yōu)勢(shì)為原則,要使低級(jí)經(jīng)銷商感覺(jué)自己在渠道中有地位,做好渠道成員的選擇,要認(rèn)識(shí)到實(shí)施復(fù)合營(yíng)銷渠道的缺點(diǎn)和渠道管理的難度,減低渠道沖突的可能性,解決不同渠道間的串貨、亂價(jià)問(wèn)題。并從宏觀環(huán)境的政治因素、經(jīng)濟(jì)因素、社會(huì)因素和技術(shù)因素、競(jìng)爭(zhēng)者的營(yíng)銷渠道優(yōu)勢(shì)以及消費(fèi)者對(duì)產(chǎn)品、服務(wù)、心理需求等方面對(duì)WTM公司營(yíng)銷渠道的影響詳細(xì)地分析其產(chǎn)生的原因。將企業(yè)的產(chǎn)品、品牌、服務(wù)、價(jià)格、促銷、以及貨物、資金、人力、信息、營(yíng)銷和其他因素進(jìn)行梳理。結(jié)合WTM公司的實(shí)際情況在此基礎(chǔ)上,基于效益原則、效率原則、利益共享原則,根據(jù)建立本土渠道影響力、加快渠道鋪設(shè)速度、加大新產(chǎn)品推廣力度的公司戰(zhàn)略目標(biāo),從渠道設(shè)計(jì)、組織、激勵(lì)、控制幾方面提出加強(qiáng)WTM公司營(yíng)銷渠道管理的具體改進(jìn)建議,以期建立適應(yīng)市場(chǎng)發(fā)展趨勢(shì)和公司未來(lái)發(fā)展需求的營(yíng)銷渠道,并為其他企業(yè)的渠道決策提供借鑒和依據(jù)。
[Abstract]:With the development of the globalized economy, the Chinese market has gradually integrated into the market competition of globalization, and is facing more and more fierce competition. At the same time, the focus of competition has gradually changed from the brand awareness, the price, the technical content and the performance status of the product to an enterprise. The construction and management of the marketing channel becomes an important aspect of the enterprise's foothold in the competitive market, and the high-efficiency marketing channel of the enterprise has reached the strategic height which influences the development of the enterprise. We can say that the channel is becoming an important force for enterprises to build competitiveness. Today, who has the channel, who will have a future tomorrow. In the current situation, the marketing channel model, which is reasonably matched with the enterprise's strategic development planning, its own resources and the product characteristics, should be set up to deal with the changeable market, increase the core competitiveness of the enterprise, and become an important problem that every enterprise needs to solve urgently. The marketing channel model adopted by WTM has shown that the channel structure is not reasonable, the phenomenon of string goods is common, the loyalty of the channel is low, the channel is excessively dependent on the first-class distributor, and the channel cost is high, and the enterprise has become more and more aware of the difficult problem of the sales. Therefore, in the case of the high-level homogenization of the product and the market competition, it is possible to design a high efficiency and high benefit based on the change of the company's resources and the environment, the consumer's purchase of psychology and behavior, not the continuous competitive advantage through the price or promotion strategy, The marketing channel structure of the benefit sharing, the internal power source of the marketing channel is better motivated, the effective operation and management are carried out, and the survival and development of the WTM company is directly related. Based on the relevant theory of marketing channel in the theory of marketing management, this paper, based on the author's working experience in WTM, adopts the combination of special research and case study, and analyzes the marketing channel of WTM. In this paper, it is pointed out that the main problems in the selection and implementation of the existing marketing channel are that the channel level is not reasonable and the multi-channel conflict, and the number of dealers is only pursued. The distribution and maintenance cost is high, the pace of the dealer and the distributor is not consistent, the concept and the operation are difficult to be synchronized, the dealer's confidence in the production house is insufficient, the brand number is not strong, the means and measures of the channel member incentives are not sufficient, and the promotion incentive for the lower-level distributor does not Foot, need to strengthen their product circulation and sales capacity, promote the enthusiasm of their purchase and sales, not just from the sales volume, be based on the sales target of the enterprise and the existing resource situation of the enterprise, especially the state of the existing middlemen In order to give full play to the existing advantages of the enterprise, to make the lower-level distributor feel the position in the channel and make the selection of the channel members, it is to be realized that the disadvantages of implementing the composite marketing channel and the difficulty of the channel management are to be realized, and the possibility of reducing the channel conflict Sex, solve the serial goods between different channels, and ask about the price of disorder In this paper, from the political factors, economic factors, social factors and technical factors of the macro environment, the marketing channel advantage of the competitor and the influence of the consumer on the marketing channel of the WTM Company in the aspects of product, service, psychological demand, etc. comb the product, brand, service, price, promotion, and goods, funds, manpower, information, marketing and other factors of the enterprise In combination with the actual situation of WTM, on this basis, based on the principle of benefit, the principle of efficiency and the principle of benefit sharing, the strategic objective of the company based on the influence of the local channel, the speed of channel laying, and the promotion of the new products should be increased, and the channel design, organization, excitation, In order to set up the marketing channel to adapt to the development trend of the market and the future development demand of the company, and to provide reference for the channel decision-making of other enterprises, the paper puts forward some suggestions to improve the marketing channel management of the WTM company.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.72
本文編號(hào)：2379887
[Abstract]:With the development of the globalized economy, the Chinese market has gradually integrated into the market competition of globalization, and is facing more and more fierce competition. At the same time, the focus of competition has gradually changed from the brand awareness, the price, the technical content and the performance status of the product to an enterprise. The construction and management of the marketing channel becomes an important aspect of the enterprise's foothold in the competitive market, and the high-efficiency marketing channel of the enterprise has reached the strategic height which influences the development of the enterprise. We can say that the channel is becoming an important force for enterprises to build competitiveness. Today, who has the channel, who will have a future tomorrow. In the current situation, the marketing channel model, which is reasonably matched with the enterprise's strategic development planning, its own resources and the product characteristics, should be set up to deal with the changeable market, increase the core competitiveness of the enterprise, and become an important problem that every enterprise needs to solve urgently. The marketing channel model adopted by WTM has shown that the channel structure is not reasonable, the phenomenon of string goods is common, the loyalty of the channel is low, the channel is excessively dependent on the first-class distributor, and the channel cost is high, and the enterprise has become more and more aware of the difficult problem of the sales. Therefore, in the case of the high-level homogenization of the product and the market competition, it is possible to design a high efficiency and high benefit based on the change of the company's resources and the environment, the consumer's purchase of psychology and behavior, not the continuous competitive advantage through the price or promotion strategy, The marketing channel structure of the benefit sharing, the internal power source of the marketing channel is better motivated, the effective operation and management are carried out, and the survival and development of the WTM company is directly related. Based on the relevant theory of marketing channel in the theory of marketing management, this paper, based on the author's working experience in WTM, adopts the combination of special research and case study, and analyzes the marketing channel of WTM. In this paper, it is pointed out that the main problems in the selection and implementation of the existing marketing channel are that the channel level is not reasonable and the multi-channel conflict, and the number of dealers is only pursued. The distribution and maintenance cost is high, the pace of the dealer and the distributor is not consistent, the concept and the operation are difficult to be synchronized, the dealer's confidence in the production house is insufficient, the brand number is not strong, the means and measures of the channel member incentives are not sufficient, and the promotion incentive for the lower-level distributor does not Foot, need to strengthen their product circulation and sales capacity, promote the enthusiasm of their purchase and sales, not just from the sales volume, be based on the sales target of the enterprise and the existing resource situation of the enterprise, especially the state of the existing middlemen In order to give full play to the existing advantages of the enterprise, to make the lower-level distributor feel the position in the channel and make the selection of the channel members, it is to be realized that the disadvantages of implementing the composite marketing channel and the difficulty of the channel management are to be realized, and the possibility of reducing the channel conflict Sex, solve the serial goods between different channels, and ask about the price of disorder In this paper, from the political factors, economic factors, social factors and technical factors of the macro environment, the marketing channel advantage of the competitor and the influence of the consumer on the marketing channel of the WTM Company in the aspects of product, service, psychological demand, etc. comb the product, brand, service, price, promotion, and goods, funds, manpower, information, marketing and other factors of the enterprise In combination with the actual situation of WTM, on this basis, based on the principle of benefit, the principle of efficiency and the principle of benefit sharing, the strategic objective of the company based on the influence of the local channel, the speed of channel laying, and the promotion of the new products should be increased, and the channel design, organization, excitation, In order to set up the marketing channel to adapt to the development trend of the market and the future development demand of the company, and to provide reference for the channel decision-making of other enterprises, the paper puts forward some suggestions to improve the marketing channel management of the WTM company.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.72
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