本文選題：營銷渠道 + 策略研究��； 參考：《上海交通大學(xué)》2007年碩士論文

【摘要】： 本文以在整形美容行業(yè)有一定的代表意義的SP公司整形美容服務(wù)營銷渠道策略研究為主題,通過將營銷渠道理論與實證有機結(jié)合,對SP公司現(xiàn)存的主要營銷渠道問題進行剖析,找出問題的癥結(jié)所在并提出新的營銷渠道模式。 本文從整形美容行業(yè)與SP公司的分析入手,對SP公司營銷渠道策略方案進行了全面的分析、設(shè)計和評價。對SP公司建立服務(wù)營銷渠道的必要性,如何設(shè)立并調(diào)整分銷目標(biāo),如何明確各項分銷任務(wù),如何設(shè)立各類可行的渠道結(jié)構(gòu),如何分析影響渠道結(jié)構(gòu)的因素,如何選擇適宜的渠道結(jié)構(gòu),如何選擇渠道成員等問題進行了詳盡闡述并提出了具體操作方法,最后對SP公司新型營銷渠道在試運行中面臨的實際問題進行了分析和評價。 本文提出了整形美容服務(wù)通過中間商進行銷售的模式。本文研究和實踐經(jīng)驗表明,在整形美容行業(yè)的傳統(tǒng)廣告營銷模式中,引入中間商(美容院)建立新的營銷渠道是切實可行的。整形美容企業(yè)應(yīng)該根據(jù)自己服務(wù)區(qū)域的特征和企業(yè)的自身條件,因地制宜地設(shè)計出適合自己的服務(wù)營銷渠道,并堅定的推行下去,才能在市場競爭中取得領(lǐng)先優(yōu)勢。
[Abstract]:This paper focuses on the research on the marketing channel strategy of plastic and cosmetic service in SP company, which has certain representative significance in the plastic and cosmetic industry. Through the combination of marketing channel theory and empirical analysis, the main marketing channel problems of SP company are analyzed, and the crux of the problem is found out and the new marketing channel model is put forward.
Starting with the analysis of plastic and cosmetic industry and SP company, this paper makes a comprehensive analysis, design and evaluation on the marketing channel strategy of SP company. It is necessary to establish service marketing channel for SP company, how to set up and adjust the distribution target, how to define various distribution tasks, how to set up various feasible channel structures, and how to analyze the shadow. The factors of the sound channel structure, how to choose the suitable channel structure, how to select the channel members and so on are elaborated and the specific operation methods are put forward. Finally, the actual problems faced by the new marketing channel of SP company in the trial operation are analyzed and evaluated.
This paper puts forward the model of plastic and cosmetic service selling through middleman. The research and practice experience shows that in the traditional advertising marketing model of plastic and cosmetic industry, it is feasible to introduce a new marketing channel by introducing the middleman (beauty salon). In order to win the leading edge in market competition, we must design suitable marketing channels for ourselves according to local conditions and carry out firmly.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：F719.9

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本文編號：1950022