【摘要】：根據(jù)海關(guān)的相關(guān)統(tǒng)計(jì),我國(guó)日用玻璃器皿2013年的出口總額為48.07億美元,所占份額比第二大出口國(guó)法國(guó)高出19.3個(gè)百分點(diǎn)。日用玻璃器皿生產(chǎn)行業(yè)是資金、持術(shù)密集型產(chǎn)業(yè),具有典型的規(guī)模經(jīng)濟(jì)特征,行業(yè)存在準(zhǔn)入、技術(shù)、市場(chǎng)、品牌、固定資產(chǎn)投資規(guī)模、技術(shù)專有、專業(yè)的生產(chǎn)、管理和控制經(jīng)驗(yàn)等準(zhǔn)入壁壘,雖然我國(guó)的日用玻璃行業(yè)生產(chǎn)取得了驕人的成績(jī),但經(jīng)過(guò)近幾年的高速發(fā)展,現(xiàn)在存在的問(wèn)題主要表現(xiàn)在：企業(yè)數(shù)量多,規(guī)模企業(yè)少,行業(yè)集中度低；市場(chǎng)、品牌營(yíng)銷水平不平衡；由于目前出口市場(chǎng)滑坡,各玻璃企業(yè)的產(chǎn)能壓力極大,都全力拓展國(guó)內(nèi)市場(chǎng),2012年以來(lái)市場(chǎng)競(jìng)爭(zhēng)加劇,價(jià)格戰(zhàn)如火如荼,營(yíng)銷渠道各個(gè)層級(jí)的利潤(rùn)下滑,產(chǎn)品同質(zhì)化嚴(yán)重。LBY公司的的主要營(yíng)銷渠道有專業(yè)餐飲市場(chǎng)渠道、零售渠道、B2B及其它渠道等。本文對(duì)各個(gè)渠道的現(xiàn)狀進(jìn)行了詳細(xì)的說(shuō)明,包括了下游客戶,分銷模式,各層級(jí)渠道等等。其中餐飲渠道是LBY公司最重要、最核心的銷售渠道,原因是2008年奧運(yùn)會(huì)前后的幾年中,餐飲市場(chǎng)高速發(fā)展,餐飲市場(chǎng)對(duì)玻璃器皿的消費(fèi)量巨大。本文針對(duì)LBY公司各營(yíng)銷渠道面臨的問(wèn)題和挑戰(zhàn)進(jìn)行了分析,通過(guò)分析具體問(wèn)題及其根本原因給出基于目前存在的問(wèn)題提出改進(jìn)建議并對(duì)空白市場(chǎng)、潛在機(jī)會(huì)進(jìn)行分析。
文內(nèi)圖片：
圖片說(shuō)明：圖２．邋２消費(fèi)品營(yíng)銷渠道逡逑資料來(lái)源：菲利普？科特勒．營(yíng)銷管理．北京：中國(guó)人民大學(xué)出版社，，２０１２．邋？逡逑
[Abstract]:According to customs statistics, China's total exports of daily glassware in 2013 were US $4.807 billion, accounting for 19.3 percentage points higher than that of France, the second largest exporter. Daily glassware production industry is a capital, technology-intensive industry, with typical economies of scale characteristics, the industry has access, technology, market, brand, fixed asset investment scale, technical proprietary, professional production, management and control experience and other barriers to entry. Although China's daily glass industry has made remarkable achievements, but after rapid development in recent years, At present, the main problems are as follows: the number of enterprises is large, the number of large enterprises is small, and the degree of industry concentration is low; Market, brand marketing level is unbalanced; due to the current export market decline, glass enterprises have a great deal of capacity pressure to expand the domestic market, since 2012, the market competition has intensified, the price war is in full swing, the profit of marketing channels at all levels is declining, and the product homogenization is serious. LBY's main marketing channels are professional catering market channels, retail channels, B2B and other channels. In this paper, the current situation of each channel is described in detail, including downstream customers, distribution mode, various levels of channels and so on. Among them, catering channel is the most important and core sales channel of LBY Company, because in the years before and after the 2008 Olympic Games, the catering market has developed rapidly and the consumption of glassware in the catering market is huge. This paper analyzes the problems and challenges faced by each marketing channel of LBY Company, and puts forward some suggestions for improvement based on the existing problems and the potential opportunities in the blank market by analyzing the specific problems and their root causes.
【學(xué)位授予單位】：天津財(cái)經(jīng)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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