本文選題：黃金投資　切入點(diǎn)：營(yíng)銷渠道　出處：《山東理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：本文首先就ZIC公司營(yíng)銷渠道管理的背景、公司結(jié)構(gòu)及職能進(jìn)行了介紹，然后對(duì)該公司營(yíng)銷渠道管理的三個(gè)階段及關(guān)鍵點(diǎn)進(jìn)行了闡述。其次，通過(guò)SWOT分析，系統(tǒng)性了解該公司的機(jī)遇、挑戰(zhàn)和經(jīng)營(yíng)戰(zhàn)略，了解該公司在營(yíng)銷渠道管理方面存在著先天性不足的問(wèn)題。在此基礎(chǔ)上，，從企業(yè)創(chuàng)造利潤(rùn)的角度出發(fā)，通過(guò)波特價(jià)值鏈分析，明確該公司營(yíng)銷渠道管理過(guò)程中影響企業(yè)利潤(rùn)的環(huán)節(jié)及重要性。再次，根據(jù)波特價(jià)值鏈的分析結(jié)果，就該公司的營(yíng)銷渠道沖突進(jìn)行了相關(guān)性分析，發(fā)現(xiàn)了營(yíng)銷渠道管理過(guò)程中營(yíng)銷沖突與標(biāo)準(zhǔn)化流程之間存在著“剪刀差”現(xiàn)象，并結(jié)合公司業(yè)務(wù)實(shí)際進(jìn)行了驗(yàn)證分析，從而深入分析得出營(yíng)銷沖突問(wèn)題存在的原因；同時(shí)，也對(duì)營(yíng)銷渠道管理的后臺(tái)支持業(yè)務(wù)存在的問(wèn)題及原因逐一進(jìn)行了系統(tǒng)性的分析。最后，根據(jù)分析結(jié)果，就該公司在營(yíng)銷渠道管理過(guò)程中出現(xiàn)的營(yíng)銷沖突問(wèn)題、后臺(tái)支持不足問(wèn)題提出了優(yōu)化建議及解決方案。這對(duì)于解決中國(guó)黃金投資行業(yè)在營(yíng)銷渠道管理中存在的營(yíng)銷渠道沖突及后臺(tái)支持不足的問(wèn)題，促進(jìn)中國(guó)貴金屬投資行業(yè)的進(jìn)一步發(fā)展，提升貴金屬企業(yè)投資管理水平具有積極的意義。
[Abstract]:This paper first introduces the background, structure and function of marketing channel management of ZIC Company, then expounds the three stages and key points of marketing channel management of ZIC Company. Secondly, through SWOT analysis, Systematically understand the opportunities, challenges and management strategies of the company, understand that the company has inherent problems in the management of marketing channels. On this basis, from the point of view of the profit creation of enterprises, through Porter value chain analysis, Then, according to the analysis results of Porter value chain, the correlation analysis of the company's marketing channel conflict is carried out. In the process of marketing channel management, the phenomenon of "scissors difference" between the marketing conflict and the standardized process is found, and combined with the actual business of the company, the analysis is carried out, and the reasons of the marketing conflict problem are analyzed in depth; at the same time, The problems and causes of the backstage support business of marketing channel management are also systematically analyzed one by one. Finally, according to the analysis results, the problems of marketing conflicts in the process of marketing channel management of the company are discussed. This paper puts forward the optimization suggestions and solutions to the problem of insufficient backstage support, which can solve the problems of the conflict of marketing channel and the lack of backstage support in the management of marketing channel in China's gold investment industry. It is of positive significance to promote the further development of China's precious metal investment industry and improve the investment management level of precious metal enterprises.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.39;F274

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