某工业品公司营销渠道管理研究

发布时间：2018-01-25 23:43

本文关键词： 工业品营销管理渠道管理　出处：《北京交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：摘要：一直以来,相对于消费品,针对工业品的渠道营销方面研究相对较少,就工业品企业而言,销售渠道可以说不只是一种营销手段,而可以把其看作企业保持在竞争中核心竞争力的强有力的武器,甚至可以说是用来衡量企业核心竞争力的重要途径。对于工业品的营销来说,渠道营销实质上就可看作是工业品企业成长与发展的主要阵地。基于此,本研究主要是以BAL公司的实际情况作为研究对象,就营销渠道建设进行具体研究。本文在最开始,是对工业品营销渠道的背景做了一个简单的介绍,其中就涵盖了这一课题的研究意义以及目的,在对国内外文献进行阐述的基础之上,本文提出了具体的课题研究路线,以及本文的主要研究内容和所要采用的研究方法。接下来,以营销管理和渠道管理的相关理论为切入点,对营销渠道的重要程度进行了阐述,尤其是其中关于营销渠道管理的主要理论。在本文中将对BAL公司所处环境进行分析包括对工业品的营销渠道现状进行了深入的分析,特别是在渠道营销中所存在的问题和不足,机遇与威胁等各个方面进行了深入分析,也就是我们常常说的SWOT分析法,分析BAL公司的营销渠道。并在此基础上,得到了BAL公司营销渠道的战略定位并进行分解,提出了BAL公司工业品营销渠道的改进与优化的思路,并得出如何降低分销成本,改进营销工作的效率,以及强化管理和对渠道商进行调控等多种思路。在文章的最后,笔者还对BAL公司的工业品的营销管理提出一些实施保障与控制方面的措施与建议。如从组织结构,策略等多个方面采取相应的实施措施,并借助于新的调控方法,以促进公司的可持续发展的目的。
[Abstract]:Absrtact: compared with consumer goods, there has been relatively little research on the channel marketing of industrial products. As far as industrial products enterprises are concerned, sales channels can be said to be more than just a kind of marketing means. It can be regarded as a powerful weapon to keep the core competence of enterprises in the competition, and even an important way to measure the core competitiveness of enterprises, for the marketing of industrial products. In essence, channel marketing can be regarded as the main position for the growth and development of industrial products enterprises. Based on this, this study mainly takes the actual situation of BAL Company as the research object. Carry on the concrete research to the marketing channel construction. At the beginning of this paper, a brief introduction is made to the background of the marketing channel of industrial products, which covers the research significance and purpose of this topic, on the basis of expounding the literature at home and abroad. This paper puts forward the specific research route, as well as the main research content and research methods to be adopted. Next, the relevant theories of marketing management and channel management are taken as the starting point. This paper expounds the importance of marketing channel, especially the main theory of marketing channel management. In this paper, the environment of BAL company will be analyzed, including the analysis of the current situation of the marketing channels of industrial products, especially in the channel marketing problems and shortcomings. Opportunities and threats and other aspects of in-depth analysis, that is, we often say the SWOT analysis, analysis of BAL marketing channels. And on this basis. Get the strategic positioning and decomposition of the marketing channel of BAL company, put forward the idea of improving and optimizing the marketing channel of industrial products of BAL company, and get how to reduce the distribution cost and improve the efficiency of marketing work. As well as strengthening the management and regulation of the channel business and other ideas. In the end of the article. The author also puts forward some measures and suggestions to implement the guarantee and control of the marketing management of industrial products of BAL Company, such as the corresponding implementation measures from the organizational structure, strategy and other aspects. And with the help of new regulation and control methods, to promote the company's sustainable development purpose.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.4

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