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MBA硕士论文_H公司IVD产品营销渠道管理研究DOC

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文本描述
摘要
IVD产品又称体外诊断试剂,通过提取人体组织的细胞或血液并
进行检测,从而获取有效的临床医疗数据,给患者提供诊断服务。IVD
产品较其他医疗诊断产品相比,可以在患者疾病早期就对其症状作出
判断,这样的效果也使得IVD产品在医疗服务中的应用越来越广泛

据权威机构统计,2016年国内IVD产品市场规模约为287亿元。与
此同时,IVD产品市场的竞争也逐渐从以往的品牌、价格等方面转向.
了如何去构建并完善企业的营销渠道。在竞争市场中企业建立并管理
好其营销渠道已经成为立足的关键,目前企业能否高效管理其营销渠
道完全决定着企业战略的高度。渠道在增强竞争力方面上正越来越受
到企业的重视。在目前趋势发展下,企业越来越把重点放在建设企业
战略计划、产品特性及自身资源相结合的营销渠道上,放在解决如何
提升企业核心竞争力上。随着市场竞争愈演愈烈,H公司所采用的市
场营销渠道逐渐暴露出如下一些问题:渠道结构不合理、成员忠诚度
低、渠道花销高等。进而在产品和市场竞争激烈的背景下,企业是否
能建立起一个高效且利益分享的营销渠道,多方面考虑到内部及外部
资源和消费者认知和行为变化,才能更有效的带动营销渠道潜能,实
行高效的运营和管理,而不是通过打价格战推动H公司的生存和发

I
北京化工大学硕士学位论文
本研究参照营销管理理论中营销渠道的相关理论,依据笔者在H
公司的工作积累及实践经验,结合专题研究与案例分析的方法,通过
分析H公司营销渠道的情况,找出目前在选择营销渠道及建设中存
在的一些重点问题,包括渠道层级设置不清和多重渠道间存在对冲,
盲目追求经销商数目,低层经销商业绩不高,缺乏高效且优质的经销
商,经销商建设花销大,经销商和产商不匹配,在理念和行动上不一
致,经销商对出产商的没信心,品牌影响力弱,对渠道成员和低级经
销商没有采取适当的激励管理。由此考虑企业需要找到建设营销渠道
的不足,并从宏观环境等方面对H公司的IVD产品营销渠道进行详
细分析。最后结合H公司的现实状况,对H公司IVD产品的渠道营
销提出了相应的解决措施

关键词:H公司,IVD,营销渠道,渠道管理
II
ABSTRACT
RESEARCHON MARKETING CHANNEL
MANAGEMENT OF IVD PRODUCTS
ABSTRACT
IVD products, also known as in vitro diagnostic reagents, through
the extraction of human tissue cells or blood and testing, in order to
obtain effective clinical medical data, to provide diagnostic services.
Compared with other medical diagnostic products, IVD products can be
judged on the symptoms of patients in the early stage of the disease, so
that the effect also makes IVD products in medical services more widely
used. According to authoritative statistics, in 2016 the domestic IVD
market size of about 28 billion 700 million yuan. At the same time, the
IVD product market competition has gradually shifted from the previous
brand, price and other aspects of how to build and improve the enterprise
marketing channels. In the competitive market, the establishment and
management of the marketing channel has become the key of the
enterprise, and whether the enterprise can manage its marketing channel
is the height of the enterprise strategy. The channel is getting more and
more attention by the enterprises in the aspect of enhancing
in
北京化工大学专业硕士学位论文
competitiveness. In the current trend of development, enterprises are
increasingly focused on the construction of enterprise strategic planning,
product characteristics and their own resources combined marketing
channels, on how to solve the problem of how to enhance the core
competitiveness of enterprises. With the market competition becoming
more and more fierce, the marketing channel of H company has exposed
some problems as follows: the channel structure is unreasonable, the
member loyalty is low, and the channel cost is high. Then in the product
and competitive market context, whether the enterprise can establish a
efficient and benefit sharing marketing channels, many consider the
internal and external resources and consumer awareness and behavior
change, to more effectively promote the marketing channel potential,
implement efficient operation and management, rather than through a
price war to promote the survival and development of H company.
In this study, according to the related theory of marketing channel
marketing management theory, based on the experience of working in H
and the accumulation of practical experience, combined with the method
of analysis and case study, through the analysis of marketing channel of
H company, find out at present in the choice of marketing channel
construction and there are some key problems, including the channel
level setting is not clear and multiple channels between the hedge, the
blind pursuit of the number of dealers, distributors of low layer
IV
ABSTRACT
performance is not high, the lack of efficient and high quality dealers,
dealer construction expenses, dealers and manufacturers do not match,
the inconsistencies in the ideas and actions, dealers have no confidence in
the manufacturer, weak brand, did not take proper incentive management
on the channel members and low-level dealers. Therefore, it is necessary
to find out the problems of the construction of marketing channels, and
analyze the IVD product marketing channel of H company from the
macro environment. Finally, combined with the actual situation of H
company, this paper puts forward the corresponding solutions to the
marketing channel of IVD products of H company.
KEY WORDS: H company, VID, marketing channels, management of
marketing channel
v
目录
第i章绪论 1
1-1研究背景与意义1.1.1研究背景 1
1. 1.2研究意义 2
1.2研究思路与方法1.2. 1研究思路 3
1.2.2研究方法 3
1.3研究内容与框架第2章相关理论综述2_1营销渠道的基本概念2. 1.1营销渠道的内涵2. 1.2营销渠道的功能2. 1. 3渠道结构与渠道类型2.2营销渠道管理的内涵2.3营销渠道理论的发展第3章H公司的IVD渠道现状及问题分析3.1H公司概况 15
3.2H公司营销渠道现状3.2.1 H公司现有营销渠道结构分析3.2.2现有销售渠道人员分析3.3影响H公司营销渠道的因素分析3.3.1 H公司的PEST分析3.3.2主要竞争对手的分析
26
3.3.3消费者的需求分析
28
3.3.4H公司内部能力分析
29
3.4 H公司营销渠道存在的问题
36
3.4.1渠道结构的不合理
36
3.4.2H公司营销渠道存在问题原因分析
39
第4章H公司IVD营销渠道管理策略分析
43
4.1整体思路 43
4.1.1营销渠道设计原则
43
4.1.2营销渠道管理的目标
44
4_2渠道管理具体建议
45
4.2.1改进渠道结构设计
45
4.2.2増强营销渠道管理
46
4.2.3增强渠道激励管理
48
4.2.4増强渠道控制能力
49
VII
北京化工大学专业硕士学位论文
4.3渠道模式的具体保障措施
51
4.3.1企业文化保障
51
4.3.2组织保障
52
4.3.3资金保障
52
4_3.4人员保障
53
第5章结论
55
参考文献 57
VIII contents
Contents
Chapter 1 Introduction
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1.1 research background and meaning
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1.1.1 Research Background1.1.2 research meaning1.2 Research ideas and methods1.2.1 Research ideas
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1.3 Research content and frameworkChapter 2 Related theory summary2.1 The basic concept of marketing channels2.1.1 The connotation of marketing channel2.1.2 Marketing channel function2.1.3 The structure and type of marketing channels
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2.2 The Connotation of Marketing Channel Management2.3 The Development of Marketing Channel TheoryChapter 3 Analysis Situation and Problems of IVD Channel3. 1 Company Prof i le3. 2 H company marketing channel status quo3. 2. 1 Analysis on the Existing Marketing Channel Structure of the Company3.2.2 Analysis of existing marketing channel members3.3 Analysis on the Factors Influen
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