發(fā)布時間：2018-01-23 01:12

  本文關(guān)鍵詞： 戰(zhàn)略 營銷 渠道 渠道沖突 競爭 營銷策略　出處：《復(fù)旦大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 以企業(yè)的角度來看,營銷活動是企業(yè)現(xiàn)金流的主要來源,是企業(yè)所有活動的重要基礎(chǔ)。在激烈競爭的市場環(huán)境下,渠道已經(jīng)成為越來越稀缺的資源。在快速消費品市場中,貨架資源成為競爭者們主要的爭奪目標(biāo)。企業(yè)可以通過廣告等營銷活動提升自身的影響力,以拉動的方式吸引消費者購買。但是在安防市場這樣典型的B2B行業(yè),渠道意味著客戶資源。企業(yè)則更加需要注重對渠道的維護(hù)和管理。 本文首先概括了中國安防市場的發(fā)展歷程。重點介紹了安防行業(yè)的外部環(huán)境和價值鏈體系。使我們能夠?qū)φw的行業(yè)環(huán)境有個初步的了解,為后面分析LG安防的競爭環(huán)境作出鋪墊。然后重點探討了渠道管理相關(guān)的理論知識,對營銷渠道的設(shè)計、渠道政策的制定、渠道沖突的管理、渠道評價和激勵等內(nèi)容進(jìn)行深入的了解。并結(jié)合戰(zhàn)略管理方面的知識和關(guān)系營銷等其他相關(guān)知識,使本文在理論方面獲得更全面的分析研究。 結(jié)合前面的安防行行業(yè)環(huán)境和討論的理論知識,本文的核心部分論述了LG安防產(chǎn)品營銷渠道規(guī)劃。通過LG安防在中國的現(xiàn)狀和競爭環(huán)境的分析,得出LG安防的營銷戰(zhàn)略方向,再基于這個戰(zhàn)略方向得出渠道的規(guī)劃和相關(guān)政策。 本文最后分析這個渠道規(guī)劃和相關(guān)政策的具體實施內(nèi)容。分析實際操作中的效果和不足點。為向后持續(xù)的管理和改善提出建議。
[Abstract]:From the point of view of enterprises, marketing activities are the main source of cash flow and the important basis of all activities of enterprises. Channels have become increasingly scarce resources. In the FMCG market, shelf resources have become the main competition target for competitors. Enterprises can enhance their influence through marketing activities such as advertising. But in a typical B2B industry such as security market, channel means customer resource. Enterprises need to pay more attention to the maintenance and management of channel. This paper first summarizes the development of the security market in China, focusing on the external environment and value chain system of the security industry, so that we can have a preliminary understanding of the overall industry environment. It lays the groundwork for the analysis of LG security competition environment. Then it focuses on the theoretical knowledge of channel management, the design of marketing channel, the formulation of channel policy, and the management of channel conflict. With the combination of strategic management knowledge and other related knowledge of relationship marketing, this paper can get more comprehensive analysis and research in theory. Combined with the previous security industry environment and theoretical knowledge, the core part of this paper discusses the LG security product marketing channel planning, through LG security in China's current situation and analysis of the competitive environment. LG security marketing strategy direction, and then based on this strategic direction to obtain channel planning and related policies. Finally, this paper analyzes the concrete implementation contents of the channel planning and related policies, analyzes the effects and shortcomings of the actual operation, and puts forward some suggestions for the sustainable management and improvement.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F274

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 楊曉龍;HY控股集團(tuán)華南區(qū)市場競爭戰(zhàn)略研究[D];蘭州大學(xué);2011年

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本文編號：1456263