【摘要】：隨著我國經(jīng)濟(jì)的高速發(fā)展,水泥在國民經(jīng)濟(jì)中的作用越來越大。水泥是國民經(jīng)濟(jì)建設(shè)的重要基礎(chǔ)原材料,目前國內(nèi)外尚無一種材料可以替代它的地位。2013年全國水泥的實(shí)際產(chǎn)能已達(dá)32.9億噸,產(chǎn)能富余程度超過30%,全國水泥需求量近24億噸,供大于求,產(chǎn)能嚴(yán)重過剩,市場過度競爭,行業(yè)利潤水平偏低。水泥行業(yè)是嚴(yán)重過剩的傳統(tǒng)行業(yè),市場過度競爭,水泥產(chǎn)品又是高度同質(zhì)化的產(chǎn)品,隨著價(jià)格、促銷政策等營銷策略的同質(zhì)化,營銷渠道建設(shè)成為營銷發(fā)展的優(yōu)先策略。本文的研究以NF公司為研究對(duì)象,進(jìn)行了大量的調(diào)研工作,搜集了大量的資料,廣泛的調(diào)查了NF公司的營銷和渠道建設(shè)現(xiàn)狀,對(duì)調(diào)查結(jié)果進(jìn)行了深入的總結(jié)分析,通過總結(jié)NF公司在近幾年渠道建設(shè)工作中存在的問題,深入分析目前公司所處的內(nèi)外部經(jīng)營環(huán)境和區(qū)域市場特點(diǎn),通過全面的分析找出自身存在的不足,探索解決渠道建設(shè)工作的方法和思路。通過本文的研究認(rèn)為加強(qiáng)NF公司的渠道建設(shè)必須建立總部市場協(xié)調(diào)機(jī)制,確定內(nèi)部各交叉市場的主管區(qū)域公司,同時(shí)加強(qiáng)渠道管理人員隊(duì)伍建設(shè),注重地域差異,優(yōu)化渠道設(shè)計(jì),增值服務(wù)和支持,促進(jìn)經(jīng)銷商轉(zhuǎn)型與提升,并完善渠道和經(jīng)銷商的管理,注重客戶服務(wù)體系和物流配送體系的建設(shè),最終打造—個(gè)健全的NF公司的營銷渠道。所以加強(qiáng)對(duì)NF公司營銷渠道管理的研究,建立穩(wěn)定、高效的營銷渠道網(wǎng)絡(luò),形成競爭優(yōu)勢(shì),成為推動(dòng)企業(yè)發(fā)展的持久動(dòng)力,使NF公司在日益激烈的市場競爭中立于不敗之地,并對(duì)行業(yè)相關(guān)企業(yè)的營銷渠道建設(shè)也產(chǎn)生借鑒作用。
[Abstract]:With the rapid development of China's economy, cement plays a more and more important role in the national economy. Cement is an important basic raw material for national economic construction. At present, there is no material to replace it at home and abroad. In 2013, the actual capacity of cement in China has reached 3.29 billion tons, with a surplus of more than 30 million tons. The national cement demand is nearly 2.4 billion tons, the supply exceeds the demand, the overcapacity is serious, the market is excessively competitive, the industry profit level is on the low side. Cement industry is a serious surplus of traditional industries, the market is excessive competition, cement products are highly homogeneous products, with the price, sales promotion policies and other marketing strategies homogenization, marketing channel construction has become the priority strategy of marketing development. This paper takes NF Company as the research object, carries out a lot of research work, collects a lot of information, investigates the marketing and channel construction status of NF Company extensively, and makes a deep summary and analysis of the investigation results. Through summing up the problems existing in the channel construction work of NF Company in recent years, deeply analyzing the internal and external operating environment and regional market characteristics of the company at present, and finding out its own shortcomings through comprehensive analysis. Explore the methods and ideas to solve the work of channel construction. Through the research of this paper, we think that to strengthen the channel construction of NF Company, we must establish the headquarters market coordination mechanism, determine the regional companies in charge of each cross market, at the same time, strengthen the construction of the staff of channel managers, pay attention to the regional differences. Optimize channel design, value-added service and support, promote dealer transformation and promotion, and improve the management of channels and distributors, pay attention to customer service system and logistics distribution system construction, and finally create a sound marketing channel of NF company. Therefore, to strengthen the research on the marketing channel management of NF Company, to establish a stable and efficient marketing channel network, to form a competitive advantage, to become a lasting driving force to promote the development of enterprises, and to make NF Company in an invincible position in the increasingly fierce market competition. And the industry-related enterprise marketing channel construction also produced the reference function.
【學(xué)位授予單位】：浙江工業(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;F426.71

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