本文選題：SC空氣凈化器　切入點(diǎn)：渠道問(wèn)題　出處：《重慶理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)的快速發(fā)展，城市空氣污染變得越來(lái)越嚴(yán)重，，人們的身心健康受到嚴(yán)重的影響，市場(chǎng)對(duì)空氣凈化器產(chǎn)品的需求也急劇上升,呈現(xiàn)出明顯的“銷量追著霧霾跑”趨勢(shì)�？諝鈨艋鳟a(chǎn)品的競(jìng)爭(zhēng)也從傳統(tǒng)的產(chǎn)品競(jìng)爭(zhēng)、價(jià)格競(jìng)爭(zhēng)和促銷競(jìng)爭(zhēng)拓展到渠道競(jìng)爭(zhēng)。面對(duì)日益激烈的市場(chǎng)競(jìng)爭(zhēng)，如何進(jìn)一步開拓市場(chǎng)，找到一條適合自己企業(yè)發(fā)展壯大的道路，而營(yíng)銷渠道策略研究也是目前公司市場(chǎng)營(yíng)銷組合中的重要組成部份，開展空氣凈化器產(chǎn)品營(yíng)銷渠道策略的研究就是本文的主要內(nèi)容。 本文運(yùn)用市場(chǎng)營(yíng)銷渠道的基本概念、原理和分析方法，以SC公司空氣凈化器產(chǎn)品營(yíng)銷渠道為具體研究對(duì)象，闡釋市場(chǎng)營(yíng)銷理論，查閱SC公司相關(guān)文獻(xiàn)以及借鑒2013年參加的全國(guó)MBA創(chuàng)業(yè)計(jì)劃大賽項(xiàng)目的研究思路和方法，圍繞SC公司空氣凈化器產(chǎn)品營(yíng)銷渠道建設(shè)的現(xiàn)狀，分析問(wèn)題，設(shè)計(jì)問(wèn)卷，開展市場(chǎng)調(diào)查，凸顯問(wèn)題導(dǎo)向，設(shè)計(jì)具體的營(yíng)銷渠道目標(biāo)，實(shí)施方案和政策保障措施。研究結(jié)論對(duì)SC公司空氣凈化器產(chǎn)品營(yíng)銷渠道的建設(shè)和發(fā)展具有一定理論研究意義和實(shí)踐指導(dǎo)價(jià)值。 本文主要內(nèi)容是：第一部份重點(diǎn)介紹了研究的背景以及相關(guān)研究方法思路；第二部份闡釋渠道的文獻(xiàn)綜述；第三部份闡釋SC公司現(xiàn)狀以及現(xiàn)有渠道存在問(wèn)題及其原因分析，同時(shí)對(duì)SC公司現(xiàn)有渠道進(jìn)行了診斷；第四部份針對(duì)SC公司空氣凈化器產(chǎn)品渠道問(wèn)題進(jìn)行方案設(shè)計(jì)；第五部份對(duì)SC公司空氣凈化器產(chǎn)品渠道政策及激勵(lì)機(jī)制提出了具體的建議和保障措施。
[Abstract]:With the rapid development of economy, urban air pollution becomes more and more serious, people's physical and mental health is seriously affected, and the market demand for air purifier products is also rising sharply. The competition of air purifier products extends from traditional product competition, price competition and promotion competition to channel competition. In the face of the increasingly fierce market competition, how to further develop the market, The research on marketing channel strategy is also an important part of the company's marketing mix at present. The research on marketing channel strategy of air purifier product is the main content of this paper. Using the basic concept, principle and analysis method of marketing channel, this paper takes the marketing channel of air purifier products of SC Company as the concrete research object, explains the marketing theory, Referring to the relevant documents of SC Company and the research ideas and methods of the National MBA Entrepreneurship Plan Competition in 2013, this paper focuses on the current situation of the marketing channel construction of the air purifier products of SC Company, analyzes the problems, designs the questionnaire, and carries out the market investigation. The conclusion is of theoretical significance and practical guiding value for the construction and development of marketing channel of air purifier products of SC company. The main contents of this paper are as follows: the first part focuses on the background of the research and the related research methods; the second part is the literature review of the interpretation channels; the third part explains the current situation of SC Company and the existing channel problems and their causes. At the same time, the existing channel of SC company is diagnosed, and 4th parts are designed for the channel problem of the air purifier products of SC company. The 5th part puts forward concrete suggestion and safeguard measure to SC company's air purifier product channel policy and incentive mechanism.
【學(xué)位授予單位】：重慶理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.6

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