本文選題：SC空氣凈化器　切入點：渠道問題　出處：《重慶理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)的快速發(fā)展，城市空氣污染變得越來越嚴(yán)重，，人們的身心健康受到嚴(yán)重的影響，市場對空氣凈化器產(chǎn)品的需求也急劇上升,呈現(xiàn)出明顯的“銷量追著霧霾跑”趨勢�？諝鈨艋鳟a(chǎn)品的競爭也從傳統(tǒng)的產(chǎn)品競爭、價格競爭和促銷競爭拓展到渠道競爭。面對日益激烈的市場競爭，如何進(jìn)一步開拓市場，找到一條適合自己企業(yè)發(fā)展壯大的道路，而營銷渠道策略研究也是目前公司市場營銷組合中的重要組成部份，開展空氣凈化器產(chǎn)品營銷渠道策略的研究就是本文的主要內(nèi)容。 本文運用市場營銷渠道的基本概念、原理和分析方法，以SC公司空氣凈化器產(chǎn)品營銷渠道為具體研究對象，闡釋市場營銷理論，查閱SC公司相關(guān)文獻(xiàn)以及借鑒2013年參加的全國MBA創(chuàng)業(yè)計劃大賽項目的研究思路和方法，圍繞SC公司空氣凈化器產(chǎn)品營銷渠道建設(shè)的現(xiàn)狀，分析問題，設(shè)計問卷，開展市場調(diào)查，凸顯問題導(dǎo)向，設(shè)計具體的營銷渠道目標(biāo)，實施方案和政策保障措施。研究結(jié)論對SC公司空氣凈化器產(chǎn)品營銷渠道的建設(shè)和發(fā)展具有一定理論研究意義和實踐指導(dǎo)價值。 本文主要內(nèi)容是：第一部份重點介紹了研究的背景以及相關(guān)研究方法思路；第二部份闡釋渠道的文獻(xiàn)綜述；第三部份闡釋SC公司現(xiàn)狀以及現(xiàn)有渠道存在問題及其原因分析，同時對SC公司現(xiàn)有渠道進(jìn)行了診斷；第四部份針對SC公司空氣凈化器產(chǎn)品渠道問題進(jìn)行方案設(shè)計；第五部份對SC公司空氣凈化器產(chǎn)品渠道政策及激勵機(jī)制提出了具體的建議和保障措施。
[Abstract]:With the rapid development of economy, urban air pollution becomes more and more serious, people's physical and mental health is seriously affected, and the market demand for air purifier products is also rising sharply. The competition of air purifier products extends from traditional product competition, price competition and promotion competition to channel competition. In the face of the increasingly fierce market competition, how to further develop the market, The research on marketing channel strategy is also an important part of the company's marketing mix at present. The research on marketing channel strategy of air purifier product is the main content of this paper. Using the basic concept, principle and analysis method of marketing channel, this paper takes the marketing channel of air purifier products of SC Company as the concrete research object, explains the marketing theory, Referring to the relevant documents of SC Company and the research ideas and methods of the National MBA Entrepreneurship Plan Competition in 2013, this paper focuses on the current situation of the marketing channel construction of the air purifier products of SC Company, analyzes the problems, designs the questionnaire, and carries out the market investigation. The conclusion is of theoretical significance and practical guiding value for the construction and development of marketing channel of air purifier products of SC company. The main contents of this paper are as follows: the first part focuses on the background of the research and the related research methods; the second part is the literature review of the interpretation channels; the third part explains the current situation of SC Company and the existing channel problems and their causes. At the same time, the existing channel of SC company is diagnosed, and 4th parts are designed for the channel problem of the air purifier products of SC company. The 5th part puts forward concrete suggestion and safeguard measure to SC company's air purifier product channel policy and incentive mechanism.
【學(xué)位授予單位】：重慶理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.6

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