【摘要】：近年來QY水廠在競爭激烈的大慶飲用水市場異軍突起，成績顯著，，然而隨著大慶市場空白點的逐漸減少，銷量的增長率也在緩慢下降，QY水廠陷入困局。面對日趨激烈的市場競爭環(huán)境，QY水廠在生產(chǎn)技術(shù)、品牌推廣和新產(chǎn)品研發(fā)方面正進行著不斷的創(chuàng)新。然而，在營銷渠道創(chuàng)新方面卻心有余而力不足，目前QY水廠的營銷渠道過于老舊，沿用的仍是建廠初期較為傳統(tǒng)的營銷渠道運作模式和管理方式，這些渠道運作模式和管理方式顯然已經(jīng)不能適應(yīng)現(xiàn)今復(fù)雜多變的競爭環(huán)境， 首先以現(xiàn)代化的營銷渠道理論為指導(dǎo)，對大慶油田QY水廠營銷渠道的現(xiàn)狀及模式特點進行了分析。其次，通過對QY水廠歷史數(shù)據(jù)的搜集，運用實證分析及統(tǒng)計分析的方法從渠道質(zhì)量、渠道結(jié)構(gòu)、渠道沖突、渠道激勵等幾個方面對QY產(chǎn)品的營銷渠道進行剖析，提出現(xiàn)階段QY水廠營銷渠道存在的諸多問題，再次，以營銷理論為指導(dǎo)并結(jié)合營銷渠道優(yōu)化的思路、原則和目標(biāo)，從渠道管理、渠道質(zhì)量、渠道結(jié)構(gòu)等幾個方面提出優(yōu)化策略。最后，為了保障營銷渠道優(yōu)化策略順利實施，從制度、軟硬件配備、激勵體系等方面提出保障措施。希望本文的研究能夠為QY營銷渠道的優(yōu)化提供一些啟示。
[Abstract]:In recent years, QY water plant has made remarkable achievements in the fierce competition of drinking water market in Daqing. However, with the gradual decrease of blank spots in Daqing market, the growth rate of sales volume is also falling slowly. In the face of increasingly fierce market competition environment, QY water plant is continuously innovating in production technology, brand promotion and new product research and development. However, in marketing channel innovation, the marketing channel of QY water plant is too old, and it is still the traditional marketing channel operation mode and management mode in the early stage of the plant. It is obvious that these channel operation modes and management methods can no longer adapt to the complicated and changeable competition environment nowadays. First of all, they are guided by the modern marketing channel theory. The present situation and mode characteristics of marketing channel of QY Water Plant in Daqing Oilfield are analyzed. Secondly, through collecting the historical data of QY water works, using the methods of empirical analysis and statistical analysis, this paper analyzes the marketing channels of QY products from the aspects of channel quality, channel structure, channel conflict, channel incentive and so on. This paper puts forward many problems existing in the marketing channel of QY water plant at the present stage. Thirdly, under the guidance of marketing theory and combining with the ideas, principles and objectives of marketing channel optimization, the optimization strategy is put forward from several aspects, such as channel management, channel quality, channel structure and so on. Finally, in order to ensure the smooth implementation of marketing channel optimization strategy, the system, hardware and software equipment, incentive system and other aspects of security measures are put forward. I hope the research in this paper can provide some enlightenment for the optimization of QY marketing channel.
【學(xué)位授予單位】：東北石油大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.91

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相關(guān)期刊論文 前1條

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