本文選題：渠道優(yōu)化 + 營(yíng)銷渠道　； 參考：《中南大學(xué)》2012年碩士論文

【摘要】：近年來,我國(guó)物流經(jīng)過了代理合作、中外合資等幾次變革后,中國(guó)的物流市場(chǎng)格局發(fā)生了非常大的變化,中國(guó)物流市場(chǎng)正逐漸形成綜合實(shí)力相對(duì)失衡的競(jìng)爭(zhēng)新局面。隨著物流業(yè)的不斷深入和發(fā)展,原來的營(yíng)銷模式已經(jīng)不能適應(yīng)物流企業(yè)發(fā)展的需求。為了在未來的激烈市場(chǎng)競(jìng)爭(zhēng)中取得優(yōu)勢(shì),各個(gè)物流企業(yè)紛紛展開了營(yíng)銷渠道策略來抵御競(jìng)爭(zhēng),在產(chǎn)品、價(jià)格和促銷都日趨同質(zhì)化的今天,營(yíng)銷渠道這種競(jìng)爭(zhēng)優(yōu)勢(shì)就變得非常重要。中外運(yùn)深圳分公司作為外運(yùn)發(fā)展下屬的一家分公司,目前主要經(jīng)營(yíng)的是國(guó)際快遞、國(guó)際傳統(tǒng)的貨運(yùn)代理業(yè)務(wù)以及其他綜合物流項(xiàng)目業(yè)務(wù)。國(guó)際快遞業(yè)務(wù)主要是代理日本OCS公司的產(chǎn)品(中文全稱：日本海外新聞株式會(huì)社)——目前這塊業(yè)務(wù)主要是與香港OCS公司合作。 本文從營(yíng)銷渠道相關(guān)理論出發(fā),在簡(jiǎn)述了中外運(yùn)深圳分公司的發(fā)展歷程的基礎(chǔ)上,對(duì)深圳市物流資源以及支持政策進(jìn)行了詳細(xì)的分析,接著從總體競(jìng)爭(zhēng)態(tài)勢(shì)以及主要競(jìng)爭(zhēng)對(duì)手兩個(gè)方面對(duì)整個(gè)深圳市的物流行業(yè)競(jìng)爭(zhēng)結(jié)構(gòu)進(jìn)行了分析,分析了中外運(yùn)深圳分公司目前的營(yíng)銷渠道現(xiàn)狀,指出了公司目前的營(yíng)銷渠道存在的問題分析,在此基礎(chǔ)上,對(duì)中外運(yùn)深圳分公司營(yíng)銷渠道的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅進(jìn)行了詳細(xì)的分析。然后探明了中外運(yùn)深圳分公司渠道優(yōu)化的目標(biāo)與定位,對(duì)中外運(yùn)深圳分公司渠道組織結(jié)構(gòu)與職能進(jìn)行優(yōu)化,從渠道的廣度與長(zhǎng)度兩個(gè)維度對(duì)中外運(yùn)深圳分公司的渠道進(jìn)行優(yōu)化,并且引入了網(wǎng)格化營(yíng)銷下的渠道體系建設(shè),提出了中外運(yùn)深圳分公司渠道沖突管理對(duì)策以及對(duì)中間商的控制與激勵(lì)對(duì)策。
[Abstract]:In recent years, after several changes, such as agency cooperation, Sino-foreign joint venture and so on, China's logistics market has undergone great changes, and China's logistics market is gradually forming a new competitive situation of relative imbalance of comprehensive strength. With the development of logistics industry, the original marketing model can not meet the needs of logistics enterprises. In order to gain the advantage in the fierce market competition in the future, each logistics enterprise launches the marketing channel strategy one after another to resist the competition. Today, the products, the price and the promotion are becoming more and more homogeneous. This competitive advantage of marketing channels becomes very important. Sinotrans Shenzhen Branch as a subsidiary of the development of foreign transportation, currently mainly engaged in international express, international traditional freight forwarding business and other integrated logistics projects business. International express business is mainly acting Japan's OCS products (full name: Japan overseas News Co., Ltd.)-the current business is mainly with Hong Kong OCS cooperation. Based on the theory of marketing channel and the development course of Sinotrans Shenzhen Branch, this paper makes a detailed analysis of the logistics resources and supporting policies of Shenzhen. Then it analyzes the competition structure of the logistics industry in Shenzhen from two aspects of the overall competitive situation and the main competitors, and analyzes the current marketing channel situation of Sinotrans Shenzhen Branch. This paper points out the problems existing in the current marketing channels of the company and, on this basis, analyzes in detail the strengths, weaknesses, opportunities and threats of the marketing channels of Sinotrans Shenzhen Branch. Then it explores the target and orientation of channel optimization of Sinotrans Shenzhen Branch, optimizes the channel organization structure and functions of Sinotrans Shenzhen Branch, and optimizes the channel of Sinotrans Shenzhen Branch from the two dimensions of channel width and length. It also introduces the channel system construction under the grid marketing, and puts forward the channel conflict management countermeasures of Sinotrans Shenzhen Branch, as well as the control and incentive countermeasures to the middlemen.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F552;F259.23

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