本文選題：廣告設(shè)備　切入點(diǎn)：渠道　出處：《電子科技大學(xué)》2008年碩士論文

【摘要】： 進(jìn)入21世紀(jì)以來,隨著經(jīng)濟(jì)的全球一體化加速,成本壓力不斷上升,競爭愈演愈烈,營銷的重心也逐步轉(zhuǎn)移到關(guān)注并滿足客戶的需求。這些變化的出現(xiàn),使得營銷組合中的營銷渠道越來越被學(xué)界和企業(yè)界所重視,營銷渠道的構(gòu)建和管理已經(jīng)成為企業(yè)應(yīng)對變化,滿足顧客需求,贏得競爭的關(guān)鍵性武器。然而,部分企業(yè)尤其是中小高新技術(shù)企業(yè)在進(jìn)行渠道的構(gòu)建和管理時(shí),多數(shù)是“拍腦袋”憑經(jīng)驗(yàn),或者是靠模仿來進(jìn)行渠道構(gòu)建與管理,往往留下諸多沖突、隱患,走了不少彎路。 本文以由中間商向制造商轉(zhuǎn)型的小型高科技企業(yè)廣州DJ公司為背景,通過大量查閱文獻(xiàn)、實(shí)地調(diào)研,廣泛運(yùn)用所學(xué)的市場營銷理論,深入分析我國廣告設(shè)備行業(yè)的特點(diǎn)以及區(qū)域市場的差異性,結(jié)合自身工作實(shí)際,為廣州DJ公司如何通過構(gòu)建和管理好營銷渠道,迅速切入地域差異顯著的區(qū)域市場,提供切實(shí)可行方案。 本文首先從廣州DJ公司所面臨的市場競爭和渠道環(huán)境現(xiàn)狀出發(fā),結(jié)合廣州DJ未來的戰(zhàn)略發(fā)展目標(biāo),運(yùn)用管理科學(xué)和營銷理論知識,提出廣州DJ公司在現(xiàn)階段渠道的目標(biāo)與定位。 其次,對比行業(yè)內(nèi)的渠道模式及其優(yōu)劣,分析影響渠道構(gòu)建的重要因素,提出廣州DJ公司渠道設(shè)計(jì)方案,即DJ公司應(yīng)該堅(jiān)持扁平化的原則,結(jié)合區(qū)域市場差異建立直銷、分銷、直銷-分銷相結(jié)合的多渠道系統(tǒng)。 然后,提出廣州DJ渠道成員的選擇辦法。 最后,探討廣州DJ公司的營銷渠道的管理。 期待本文對轉(zhuǎn)型中或創(chuàng)業(yè)型的高新技術(shù)企業(yè)如何根據(jù)市場環(huán)境、行業(yè)特點(diǎn),結(jié)合本企業(yè)的產(chǎn)品和實(shí)力,提出有針對性的渠道策略,設(shè)計(jì)渠道結(jié)構(gòu),做好渠道管理,從而形成自己獨(dú)特的競爭力,有一定的借鑒意義。
[Abstract]:Since the 21st century, with the acceleration of the global integration of economy, the pressure of cost is rising, the competition is becoming more and more fierce, and the focus of marketing has gradually shifted to pay attention to and meet the needs of customers.The emergence of these changes makes the marketing channel in the marketing mix more and more valued by the academic and business circles. The construction and management of the marketing channel has become the key weapon for enterprises to cope with the changes, meet the needs of customers, and win the competition.However, when some enterprises, especially small and medium-sized high-tech enterprises, build and manage channels, most of them "beat their heads" on the basis of experience, or rely on imitation to carry out channel construction and management, which often leaves a lot of conflicts and hidden dangers.Many detours have been made.Based on the background of Guangzhou DJ Company, a small high-tech enterprise that is transforming from middleman to manufacturer, this paper makes extensive use of the marketing theory learned through a large amount of literature review and field investigation.Based on the analysis of the characteristics of advertising equipment industry and the difference of regional market in our country, combining with the reality of our own work, how to quickly cut into the regional market with significant regional differences through the construction and management of marketing channels in Guangzhou DJ Company,Provide practical solutions.Based on the current situation of market competition and channel environment in Guangzhou DJ Company and the strategic development goal of Guangzhou DJ in the future, this paper puts forward the target and orientation of Guangzhou DJ Company at the present stage by using management science and marketing theory knowledge.Secondly, comparing the channel mode and its advantages and disadvantages in the industry, analyzing the important factors that affect the channel construction, putting forward the channel design scheme of Guangzhou DJ Company, that is, DJ company should adhere to the flat principle, combine with the regional market difference to establish direct sales, distribution.Direct selling-distribution of multi-channel system.Then, put forward Guangzhou DJ channel member's choice method.Finally, the marketing channel management of Guangzhou DJ Company is discussed.It is expected that this paper will put forward targeted channel strategies, design channel structure, and do a good job of channel management according to the market environment, industry characteristics, and the products and strength of the enterprise.In order to form their own unique competitiveness, there is a certain reference significance.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F274

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本文編號：1687290