本文關(guān)鍵詞： HGL公司 營銷渠道 渠道優(yōu)化 多元化渠道　出處：《河北大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國市場經(jīng)濟(jì)體制的建立和完善,日益激烈的市場競爭使得越來越多的企業(yè)正逐漸意識到營銷渠道的重要性,并將營銷渠道模式的選擇提升到競爭戰(zhàn)略的層面。在日用陶瓷企業(yè)間的競爭中,營銷渠道同樣起著越來越重要的作用。HGL有限公司主要生產(chǎn)骨質(zhì)瓷產(chǎn)品,經(jīng)過了二十多年的快速發(fā)展后,成為了同行業(yè)的知名企業(yè)。但近年來,由于國內(nèi)陶瓷產(chǎn)業(yè)產(chǎn)能嚴(yán)重過剩造成產(chǎn)品供大于求,導(dǎo)致市場競爭加劇,使HGL公司也面臨越來越嚴(yán)峻的困境與挑戰(zhàn)。因此,研究HGL公司的營銷渠道具有重要的意義�；诖�,本文綜合運(yùn)用文獻(xiàn)研究法、案例研究法和實地考察法,以HGL公司為例,在國內(nèi)外學(xué)者已有的理論及實踐研究基礎(chǔ)之上,對其骨質(zhì)瓷產(chǎn)品的營銷渠道進(jìn)行深入研究。論文首先介紹了研究背景、國內(nèi)外關(guān)于營銷渠道的研究現(xiàn)狀、本文的研究內(nèi)容以及創(chuàng)新點;歸納總結(jié)主要營銷渠道類型,營銷渠道結(jié)構(gòu)、行為及關(guān)系等已有理論研究以及營銷渠道管理理論。然后介紹了HGL公司發(fā)展背景,并進(jìn)行了其現(xiàn)有營銷渠道概況分析。在此基礎(chǔ)上,分析了HGL公司現(xiàn)有營銷渠道存在的問題。并結(jié)合營銷渠道模式類型及渠道管理的相關(guān)理論,提出了HGL公司渠道優(yōu)化的目標(biāo)、原則與方案。并進(jìn)一步提出了HGL公司改善營銷渠道的結(jié)構(gòu)、行為和關(guān)系的優(yōu)化設(shè)計,建議在原有渠道基礎(chǔ)上,開拓新型渠道,最終建立多元化渠道模式,指出了HGL公司渠道優(yōu)化的具體措施,最后探討了HGL公司營銷渠道優(yōu)化的保障措施。本文研究的目的在于為HGL公司建立科學(xué)的營銷渠道模式提供參考,也為我國其他陶瓷企業(yè)營銷渠道模式的建設(shè)提供有益借鑒。
[Abstract]:With the establishment and perfection of market economy system in our country, more and more enterprises are gradually realizing the importance of marketing channel because of the increasingly fierce market competition. In the competition between domestic ceramic enterprises, marketing channels also play a more and more important role. HGL Co., Ltd. mainly produces bone porcelain products. After more than 20 years of rapid development, it has become a well-known enterprise in the same industry. However, in recent years, due to the serious overcapacity of the domestic ceramic industry, the supply of products exceeds the demand, leading to intensified market competition. Therefore, it is of great significance to study the marketing channel of HGL Company. Based on this, this paper makes use of literature research method, case study method and field investigation method, taking HGL Company as an example. On the basis of theoretical and practical research of domestic and foreign scholars, the marketing channel of bony porcelain products is studied deeply. Firstly, the paper introduces the research background, domestic and foreign research status of marketing channels, The main marketing channel types, marketing channel structure, behavior and relationship, as well as marketing channel management theory are summarized and summarized in this paper. Then, the development background of HGL Company is introduced. Based on the analysis of the existing marketing channels of HGL Company, this paper analyzes the problems existing in the existing marketing channels of HGL Company, and puts forward the goal of channel optimization of HGL Company, combining with the types of marketing channel modes and the relevant theories of channel management. Principle and scheme. And further put forward the optimization design of the structure, behavior and relationship of HGL company to improve the marketing channel, and propose to open up new channel on the basis of the original channel, and finally to establish the diversified channel mode. This paper points out the concrete measures of channel optimization of HGL Company, and finally probes into the safeguard measures of marketing channel optimization of HGL Company. The purpose of this study is to provide reference for HGL Company to establish a scientific marketing channel model. It also provides useful reference for the construction of marketing channel mode of other ceramic enterprises in our country.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.71

【參考文獻(xiàn)】

相關(guān)期刊論文 前7條

1 李璐;;論營銷渠道的變革、維護(hù)及可持續(xù)發(fā)展[J];商業(yè)時代;2012年30期

2 李浩;費良杰;;淺析提高消費品分銷渠道風(fēng)險抵御能力策略[J];經(jīng)濟(jì)研究導(dǎo)刊;2012年30期

3 田永杰;;基于博弈分析的企業(yè)營銷渠道控制及策略[J];學(xué)理論;2012年29期

4 李連英;;營銷渠道合作研究述評[J];東華理工大學(xué)學(xué)報(社會科學(xué)版);2012年03期

5 程紹珊;張博;;營銷模式:創(chuàng)新無止境[J];銷售與市場(管理版);2012年04期

6 莊貴軍;;營銷渠道中的人際關(guān)系與跨組織合作關(guān)系:概念與模型[J];商業(yè)經(jīng)濟(jì)與管理;2012年01期

7 楊濤;;基于網(wǎng)絡(luò)互動的快速消費品營銷渠道模式創(chuàng)新[J];商業(yè)時代;2011年29期

，

本文編號：1494167