本文選題：渠道策略　切入點(diǎn)：營銷渠道　出處：《華東理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著科技的發(fā)展,企業(yè)的全球化步伐在進(jìn)一步加快,同時,隨之而來的行業(yè)競爭也越來越激烈。在工業(yè)品領(lǐng)域,當(dāng)企業(yè)遇到發(fā)展受阻、業(yè)績停滯等營銷方面的問題時,更多的需要企業(yè)通過對其渠道的改進(jìn)與創(chuàng)新來使擺脫困境。渠道的發(fā)展在工業(yè)品行業(yè)尤為關(guān)鍵。相對于普通消費(fèi)品的渠道營銷,工業(yè)品的渠道營銷策略發(fā)展較晚,且之前的學(xué)者研究的也不是很多。 本文首先從理論上對營銷渠道特別是工業(yè)品營銷渠道進(jìn)行了概念界定,回顧了營銷渠道的三種理論并梳理了其發(fā)展脈絡(luò)。德國MACHEREY-NAGEL公司(以下簡稱MN公司)是一家有著百年歷史的儀器制造公司,在環(huán)保檢測行業(yè)擁有較高的市場認(rèn)可度。MN上海分公司成立已有14年,然而近幾年的銷售業(yè)績卻一直停滯不前。本文以MN公司上海分公司為研究案例,對其所處的行業(yè)進(jìn)行分析,針對公司在中國的渠道發(fā)展現(xiàn)狀,指出公司當(dāng)前所面臨的渠道問題,并結(jié)合渠道管理的理論框架剖析了導(dǎo)致公司在渠道發(fā)展中存在問題的原因；最后提出了MN公司在渠道策略優(yōu)化上的具體措施。本文希望能幫助MN公司提高銷售業(yè)績,擺脫目前的困境。同時,本文還希望能對其他出現(xiàn)類似問題的企業(yè)有一定的幫助作用。
[Abstract]:With the development of science and technology, the globalization of enterprises is speeding up, and the competition in industries is becoming more and more intense. In the field of industrial products, when enterprises encounter marketing problems such as blocked development and stagnant performance, More and more enterprises need to improve and innovate their channels to get rid of the predicament. The development of channels is particularly critical in the industry of industrial products. Compared with the channel marketing of ordinary consumer goods, the channel marketing strategy of industrial products is relatively late. And previous scholars have not studied much. Firstly, this paper defines the concept of marketing channel, especially industrial product marketing channel. This paper reviews the three theories of marketing channels and combs the development of them. MACHEREY-NAGEL Company of Germany (hereinafter referred to as MN Company) is a century-old instrument manufacturing company, It has been 14 years since the establishment of MN Shanghai Branch in the environmental protection testing industry, but its sales performance has been stagnant in recent years. This paper takes MN Shanghai Branch as a case study to analyze the industry in which it is located. According to the current situation of the company's channel development in China, this paper points out the channel problems faced by the company, and analyzes the causes of the problems in the channel development with the theoretical framework of channel management. Finally, the paper puts forward the specific measures of channel strategy optimization of MN Company. This paper hopes to help MN Company improve its sales performance and get rid of its current predicament. At the same time, this paper also hopes to be helpful to other enterprises with similar problems.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F416.4;F274

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