本文選題：安文圓服裝公司　切入點(diǎn)：服裝批發(fā)　出處：《貴州大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)的迅猛發(fā)展,人們的生活質(zhì)量得到了很大改善,對(duì)服裝消費(fèi)的比重越來越高,與此同時(shí),服裝批發(fā)行業(yè)也在蓬勃發(fā)展。對(duì)于貴州省的服裝批發(fā)商而言,2014年綜合批發(fā)市場(chǎng)整體搬遷至西南國(guó)際商貿(mào)城的舉措,讓其迎來了新的機(jī)遇和挑戰(zhàn)。本文基于國(guó)內(nèi)外銷售渠道及策略的理論基礎(chǔ),通過實(shí)證調(diào)查研究法和文獻(xiàn)法,結(jié)合安文圓服裝公司的自身情況,利用PEST分析,SWOT分析和銷售渠道決策影響因素分析等分析工具對(duì)其銷售渠道策略現(xiàn)狀進(jìn)行多方面的分析,分析出該公司銷售渠道策略存在幾個(gè)主要問題:一是渠道成員自身問題,二是渠道成員與公司有沖突,三是渠道成員間有沖突和競(jìng)爭(zhēng)。同時(shí),本文提出了該公司銷售渠道策略的針對(duì)性改進(jìn)設(shè)計(jì),分為銷售渠道調(diào)整和創(chuàng)新、合理選擇銷售渠道成、銷售渠道成員的績(jī)效評(píng)估、激勵(lì)與控制銷售渠道成員和提高銷售渠道管理能力等幾個(gè)方面來改進(jìn)其銷售渠道策略。為了確保改進(jìn)的銷售渠道策略得到良好的實(shí)施,本文根據(jù)安文圓服裝公司實(shí)際欠缺的部分做出了保障措施的建議。對(duì)于服裝批發(fā)商來說,公司如何與銷售渠道成員間進(jìn)行合作實(shí)現(xiàn)共贏,如何與渠道成員長(zhǎng)期保持友好合作關(guān)系等都是值得研究的問題。本文對(duì)銷售渠道策略的改進(jìn)研究,在實(shí)際操作中有一定的應(yīng)用價(jià)值。
[Abstract]:With the rapid development of China's economy, the quality of life of people has been greatly improved, the proportion of clothing consumption is increasing, at the same time, The garment wholesale industry is also booming. For garment wholesalers in Guizhou Province, the overall relocation of the integrated wholesale market to Southwest International Trade City in 2014, Based on the theoretical basis of domestic and foreign sales channels and strategies, through empirical investigation and research method and literature method, combined with the Anwen Yuan clothing company's own situation, This paper analyzes the current situation of sales channel strategy by using PEST analysis and influencing factors analysis of sales channel decision, and finds out that there are several main problems in the marketing channel strategy of the company: first, the channel member's own problem. The second is the conflict between the channel members and the company, and the third is the conflict and competition among the channel members. At the same time, this paper puts forward the targeted improvement design of the marketing channel strategy of the company, which is divided into the adjustment and innovation of the sales channel, the reasonable choice of the sales channel. To improve the sales channel strategy in order to ensure that the improved sales channel strategy is well implemented, the sales channel member's performance evaluation, incentive and control of the sales channel member and the improvement of the sales channel management ability are taken to improve the sales channel strategy. In this paper, according to the actual lack of Anwanyuan clothing company to make the recommendations of safeguards. For garment wholesalers, how to cooperate with the members of the sales channel to achieve win-win. It is worth studying how to keep friendly and cooperative relationship with channel members for a long time.
【學(xué)位授予單位】：貴州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.86

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本文編號(hào)：1593238