WTM公司營銷渠道管理研究
發(fā)布時間：2018-12-15 03:32
【摘要】：隨著全球化經(jīng)濟的發(fā)展,中國市場已經(jīng)逐步融入全球化的市場競爭中,面臨越來越激烈的多樣化競爭中。與此同時,競爭的重點也逐漸從產(chǎn)品自身擁有的品牌知名度、價格高低、技術(shù)含量和性能狀況向一個企業(yè)所構(gòu)建的營銷渠道完善程度轉(zhuǎn)變。營銷渠道的建設(shè)和管理成為企業(yè)在競爭市場中立足的重要方面,企業(yè)管理高效的營銷渠道已經(jīng)達到了影響企業(yè)發(fā)展的戰(zhàn)略高度。我們可以說,渠道正日益成為企業(yè)建立競爭力的重要力量。今天誰擁有了渠道,明天誰就有前途。在現(xiàn)有的形勢下,建立與企業(yè)戰(zhàn)略發(fā)展規(guī)劃、自身資源和產(chǎn)品特性合理匹配的營銷渠道模式,應(yīng)對多變的市場,增加企業(yè)核心競爭力,成為每個企業(yè)亟需解決的重要問題。WTM公司采用的營銷渠道模式已經(jīng)出現(xiàn)了渠道結(jié)構(gòu)不合理、串貨現(xiàn)象普遍、渠道成員忠誠度低、渠道過度依賴一級經(jīng)銷商、渠道成本居高不下,企業(yè)越來越感受到銷售艱難的問題。因此在產(chǎn)品和市場競爭高度同質(zhì)化的情況下,能否根據(jù)公司資源和環(huán)境、消費者購買心理與行為的變化,而不是通過價格或促銷戰(zhàn)略獲得持續(xù)競爭優(yōu)勢,設(shè)計一個高效率、高效益、利益共享的營銷渠道結(jié)構(gòu),將營銷渠道的內(nèi)在動力源泉更好激發(fā),實行有效運營和管理,直接關(guān)系到WTM公司的生存和發(fā)展。 本文依據(jù)營銷管理理論中營銷渠道的相關(guān)理論,基于筆者在WTM公司的工作經(jīng)驗,采用專題研究和案例研究相結(jié)合的方法,通過分析WTM公司營銷渠道現(xiàn)狀,指出現(xiàn)有營銷渠道的選擇和實施過程中存在的主要問題是渠道層級不合理和多重渠道沖突,單純追求經(jīng)銷商數(shù)量、很多低級經(jīng)銷商都是新的業(yè)績不理想、忠誠的、優(yōu)質(zhì)的經(jīng)銷商不多,經(jīng)銷商開發(fā)、維護成本高,經(jīng)銷商和產(chǎn)商步調(diào)不一致,理念和行動難以同步,經(jīng)銷商對產(chǎn)家的信心不足,品牌號召力不強,渠道成員激勵的手段和措施不足,對低級經(jīng)銷商的促銷激勵不足,需加強他們的產(chǎn)品流通和銷售能力,促進他們進貨和銷貨的積極性,而不是只是從銷售量上去考核,要根據(jù)企業(yè)的銷售目標和企業(yè)現(xiàn)有的資源狀況,特別是現(xiàn)有的中間商的狀況,以最大限度地發(fā)揮企業(yè)現(xiàn)有的優(yōu)勢為原則,要使低級經(jīng)銷商感覺自己在渠道中有地位,做好渠道成員的選擇,要認識到實施復(fù)合營銷渠道的缺點和渠道管理的難度,減低渠道沖突的可能性,解決不同渠道間的串貨、亂價問題。并從宏觀環(huán)境的政治因素、經(jīng)濟因素、社會因素和技術(shù)因素、競爭者的營銷渠道優(yōu)勢以及消費者對產(chǎn)品、服務(wù)、心理需求等方面對WTM公司營銷渠道的影響詳細地分析其產(chǎn)生的原因。將企業(yè)的產(chǎn)品、品牌、服務(wù)、價格、促銷、以及貨物、資金、人力、信息、營銷和其他因素進行梳理。結(jié)合WTM公司的實際情況在此基礎(chǔ)上,基于效益原則、效率原則、利益共享原則,根據(jù)建立本土渠道影響力、加快渠道鋪設(shè)速度、加大新產(chǎn)品推廣力度的公司戰(zhàn)略目標,從渠道設(shè)計、組織、激勵、控制幾方面提出加強WTM公司營銷渠道管理的具體改進建議,以期建立適應(yīng)市場發(fā)展趨勢和公司未來發(fā)展需求的營銷渠道,并為其他企業(yè)的渠道決策提供借鑒和依據(jù)。
[Abstract]:With the development of the globalized economy, the Chinese market has gradually integrated into the market competition of globalization, and is facing more and more fierce competition. At the same time, the focus of competition has gradually changed from the brand awareness, the price, the technical content and the performance status of the product to an enterprise. The construction and management of the marketing channel becomes an important aspect of the enterprise's foothold in the competitive market, and the high-efficiency marketing channel of the enterprise has reached the strategic height which influences the development of the enterprise. We can say that the channel is becoming an important force for enterprises to build competitiveness. Today, who has the channel, who will have a future tomorrow. In the current situation, the marketing channel model, which is reasonably matched with the enterprise's strategic development planning, its own resources and the product characteristics, should be set up to deal with the changeable market, increase the core competitiveness of the enterprise, and become an important problem that every enterprise needs to solve urgently. The marketing channel model adopted by WTM has shown that the channel structure is not reasonable, the phenomenon of string goods is common, the loyalty of the channel is low, the channel is excessively dependent on the first-class distributor, and the channel cost is high, and the enterprise has become more and more aware of the difficult problem of the sales. Therefore, in the case of the high-level homogenization of the product and the market competition, it is possible to design a high efficiency and high benefit based on the change of the company's resources and the environment, the consumer's purchase of psychology and behavior, not the continuous competitive advantage through the price or promotion strategy, The marketing channel structure of the benefit sharing, the internal power source of the marketing channel is better motivated, the effective operation and management are carried out, and the survival and development of the WTM company is directly related. Based on the relevant theory of marketing channel in the theory of marketing management, this paper, based on the author's working experience in WTM, adopts the combination of special research and case study, and analyzes the marketing channel of WTM. In this paper, it is pointed out that the main problems in the selection and implementation of the existing marketing channel are that the channel level is not reasonable and the multi-channel conflict, and the number of dealers is only pursued. The distribution and maintenance cost is high, the pace of the dealer and the distributor is not consistent, the concept and the operation are difficult to be synchronized, the dealer's confidence in the production house is insufficient, the brand number is not strong, the means and measures of the channel member incentives are not sufficient, and the promotion incentive for the lower-level distributor does not Foot, need to strengthen their product circulation and sales capacity, promote the enthusiasm of their purchase and sales, not just from the sales volume, be based on the sales target of the enterprise and the existing resource situation of the enterprise, especially the state of the existing middlemen In order to give full play to the existing advantages of the enterprise, to make the lower-level distributor feel the position in the channel and make the selection of the channel members, it is to be realized that the disadvantages of implementing the composite marketing channel and the difficulty of the channel management are to be realized, and the possibility of reducing the channel conflict Sex, solve the serial goods between different channels, and ask about the price of disorder In this paper, from the political factors, economic factors, social factors and technical factors of the macro environment, the marketing channel advantage of the competitor and the influence of the consumer on the marketing channel of the WTM Company in the aspects of product, service, psychological demand, etc. comb the product, brand, service, price, promotion, and goods, funds, manpower, information, marketing and other factors of the enterprise In combination with the actual situation of WTM, on this basis, based on the principle of benefit, the principle of efficiency and the principle of benefit sharing, the strategic objective of the company based on the influence of the local channel, the speed of channel laying, and the promotion of the new products should be increased, and the channel design, organization, excitation, In order to set up the marketing channel to adapt to the development trend of the market and the future development demand of the company, and to provide reference for the channel decision-making of other enterprises, the paper puts forward some suggestions to improve the marketing channel management of the WTM company.
【學位授予單位】：安徽大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.72
本文編號：2379887
[Abstract]:With the development of the globalized economy, the Chinese market has gradually integrated into the market competition of globalization, and is facing more and more fierce competition. At the same time, the focus of competition has gradually changed from the brand awareness, the price, the technical content and the performance status of the product to an enterprise. The construction and management of the marketing channel becomes an important aspect of the enterprise's foothold in the competitive market, and the high-efficiency marketing channel of the enterprise has reached the strategic height which influences the development of the enterprise. We can say that the channel is becoming an important force for enterprises to build competitiveness. Today, who has the channel, who will have a future tomorrow. In the current situation, the marketing channel model, which is reasonably matched with the enterprise's strategic development planning, its own resources and the product characteristics, should be set up to deal with the changeable market, increase the core competitiveness of the enterprise, and become an important problem that every enterprise needs to solve urgently. The marketing channel model adopted by WTM has shown that the channel structure is not reasonable, the phenomenon of string goods is common, the loyalty of the channel is low, the channel is excessively dependent on the first-class distributor, and the channel cost is high, and the enterprise has become more and more aware of the difficult problem of the sales. Therefore, in the case of the high-level homogenization of the product and the market competition, it is possible to design a high efficiency and high benefit based on the change of the company's resources and the environment, the consumer's purchase of psychology and behavior, not the continuous competitive advantage through the price or promotion strategy, The marketing channel structure of the benefit sharing, the internal power source of the marketing channel is better motivated, the effective operation and management are carried out, and the survival and development of the WTM company is directly related. Based on the relevant theory of marketing channel in the theory of marketing management, this paper, based on the author's working experience in WTM, adopts the combination of special research and case study, and analyzes the marketing channel of WTM. In this paper, it is pointed out that the main problems in the selection and implementation of the existing marketing channel are that the channel level is not reasonable and the multi-channel conflict, and the number of dealers is only pursued. The distribution and maintenance cost is high, the pace of the dealer and the distributor is not consistent, the concept and the operation are difficult to be synchronized, the dealer's confidence in the production house is insufficient, the brand number is not strong, the means and measures of the channel member incentives are not sufficient, and the promotion incentive for the lower-level distributor does not Foot, need to strengthen their product circulation and sales capacity, promote the enthusiasm of their purchase and sales, not just from the sales volume, be based on the sales target of the enterprise and the existing resource situation of the enterprise, especially the state of the existing middlemen In order to give full play to the existing advantages of the enterprise, to make the lower-level distributor feel the position in the channel and make the selection of the channel members, it is to be realized that the disadvantages of implementing the composite marketing channel and the difficulty of the channel management are to be realized, and the possibility of reducing the channel conflict Sex, solve the serial goods between different channels, and ask about the price of disorder In this paper, from the political factors, economic factors, social factors and technical factors of the macro environment, the marketing channel advantage of the competitor and the influence of the consumer on the marketing channel of the WTM Company in the aspects of product, service, psychological demand, etc. comb the product, brand, service, price, promotion, and goods, funds, manpower, information, marketing and other factors of the enterprise In combination with the actual situation of WTM, on this basis, based on the principle of benefit, the principle of efficiency and the principle of benefit sharing, the strategic objective of the company based on the influence of the local channel, the speed of channel laying, and the promotion of the new products should be increased, and the channel design, organization, excitation, In order to set up the marketing channel to adapt to the development trend of the market and the future development demand of the company, and to provide reference for the channel decision-making of other enterprises, the paper puts forward some suggestions to improve the marketing channel management of the WTM company.
【學位授予單位】：安徽大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.72
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