本文選題：玩具行業(yè)　切入點(diǎn)：渠道優(yōu)化　出處：《東華大學(xué)》2017年碩士論文

【摘要】：隨著互聯(lián)網(wǎng)的迅猛發(fā)展,帶來(lái)的改變也是方方面面滲透各行各業(yè)、企業(yè)運(yùn)營(yíng)和經(jīng)濟(jì)生活的每個(gè)方面的。在營(yíng)銷(xiāo)的渠道方面,帶來(lái)的最顯著的變化就是營(yíng)銷(xiāo)渠道的豐富和拓展,這種改變直接帶來(lái)了對(duì)過(guò)去營(yíng)銷(xiāo)渠道的變革,線上的銷(xiāo)售渠道如雨后春筍一般快速的萌芽和發(fā)展,線上的銷(xiāo)售渠道的蓬勃發(fā)展也對(duì)線下渠道產(chǎn)生了擠壓,并促使線下渠道也要不斷的變革,加之這種改變來(lái)的速度之快也是前所未有的,在理論和實(shí)證的研究方面的積累還不夠充足。本研究基于玩具行業(yè)的企業(yè)來(lái)深入研究在渠道前所未有的豐富和可供選擇的當(dāng)下如何做好渠道的優(yōu)化和整合,并且如何管理好在優(yōu)化和整合的過(guò)程中不可避免的渠道沖突的出現(xiàn)。本研究大量的搜索和整理了中文以及中文關(guān)于渠道優(yōu)化和整合方向的文獻(xiàn),并用histcite工具對(duì)相關(guān)英文文獻(xiàn)做了梳理和歸類,同時(shí)基于對(duì)玩具行業(yè)的15家企業(yè)的40位從業(yè)人員的訪談和問(wèn)卷調(diào)查深入的從玩具的銷(xiāo)售和市場(chǎng)通路、產(chǎn)品、公司組織架構(gòu)、價(jià)格和促銷(xiāo)活動(dòng)、IT支持和物流、其他等六大方面總共十六項(xiàng)二級(jí)評(píng)價(jià)指標(biāo),綜合分析和評(píng)價(jià)了玩具行業(yè)的渠道整合優(yōu)化現(xiàn)狀,并且以此作為標(biāo)桿對(duì)比和分析了H公司的渠道現(xiàn)狀和梳理了H公司的運(yùn)營(yíng)現(xiàn)狀。同時(shí),本研究還針對(duì)分布于6個(gè)不同的有代表性的地點(diǎn)的180位消費(fèi)者做出了潛在玩具消費(fèi)者的調(diào)研,分析了玩具行業(yè)的購(gòu)買(mǎi)特點(diǎn)以及對(duì)于H公司的渠道優(yōu)化整合策略從消費(fèi)端能有哪些借鑒和參考。結(jié)合和綜合了以上的玩具行業(yè)和玩具潛在消費(fèi)者的調(diào)研,本研究提出了適應(yīng)于H公司的渠道整合優(yōu)化策略和方案。本研究基于目前渠道整合優(yōu)化研究較少的玩具行業(yè)展開(kāi),建設(shè)性地把渠道優(yōu)化整合分為六個(gè)大的指標(biāo)來(lái)細(xì)分考量和深挖,提出了根植于H公司的渠道優(yōu)化整合策略,同時(shí)也可以給玩具和其他消費(fèi)品行業(yè)的相關(guān)公司給出一定的參考和借鑒。
[Abstract]:With the rapid development of the Internet, all aspects of the changes are permeated by various industries, business operations and every aspect of economic life.In terms of marketing channels, the most significant change brought about is the enrichment and expansion of marketing channels. This change has directly brought about changes in the marketing channels of the past. The online sales channels sprang up and developed rapidly.The booming development of online sales channels has also squeezed the offline channels and promoted the continuous changes in the offline channels. In addition, the speed of this change is also unprecedented.The accumulation of theoretical and empirical research is not enough.This research is based on the toy industry enterprises to study how to optimize and integrate the channels in the unprecedented abundance and choice of channels.And how to manage the inevitable channel conflicts in the process of optimization and integration.In this study, a large number of literature on channel optimization and integration in Chinese and Chinese have been searched and sorted out, and the relevant English literature has been sorted and classified with histcite tools.At the same time, based on interviews and questionnaires with 40 employees from 15 enterprises in the toy industry, it was conducted in depth from toy sales and market access, products, company organizational structure, price and promotional activities to IT support and logistics.There are 16 secondary evaluation indexes in the other six aspects. The paper synthetically analyzes and evaluates the current situation of channel integration and optimization in toy industry, and compares and analyzes the channel status of H Company and the operating status of H Company as a benchmark.At the same time, the study also conducted a survey of potential toy consumers among 180 consumers in 6 different representative locations.This paper analyzes the purchasing characteristics of toy industry and the strategies of channel optimization and integration for H Company, which can be used for reference from the consumer end.Combining and synthesizing the research of toy industry and toy potential consumers, this study puts forward the channel integration optimization strategy and scheme suitable for H company.Based on the toy industry, which has few researches on channel integration optimization, this paper constructively divides the channel optimization integration into six big indexes to subdivide and dig, and puts forward the channel optimization integration strategy rooted in H company.At the same time can also give toys and other consumer goods industry companies to give a certain reference and reference.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.8

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