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MBA硕士毕业论文_ZH公司营销渠道管理优化研究DOC

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随着中国现代经济的高速增长,社会信息化有了显著的发展和进步,而作为信 息化硬件的基础 PC 行业,却面临了市场份额饱和,行业竞争激烈的状况。ZH 公司作 为 ThinkPad 笔记本河北市场的分销商,在整体 PC 行业呈现逐渐下滑的趋势下,也 面临严峻的考验,再想通过简单的价格和产品取得竞争的优势已经越来越难了,所 以制定出适合企业发展的营销策略、解决好各方冲突、做好渠道激励措施,对企业 未来良性的发展有着深远的意义。 本文采用理论研究与实证分析结合的方法,以 ZH 公司河北 ThinkPad 渠道为研 究对象,通过对 ZH 公司所处的宏观环境以及行业竞争环境进行的详细分析,了解 ZH 公司经营 ThinkPad 产品行业的基本情况,总结了 ZH 公司目前营销存在的主要问题, 区域经销商质量不高、公司组织架构不合理、渠道结构盈利能力低、市场窜货问题 严重。通过分析问题的原因,基于现代营销的新 4P 理论,根据 ZH 公司的发展需要, 提出渠道优化的策略,从提高人员能力、公司流程优化、增加营销项目来源和增加 防窜货的绩效考核四方面进行优化。最后提出公司优化方案后的实施保障措施,主 要从增加激励方式、建立监控机制和丰富营销活用三种切实可行的落实方式给予保 障支持,实现 ZH 公司的持续健康的发展。 关键词 ThinkPad 笔记本电脑;营销渠道;渠道激励;窜货管理II Abstract With the rapid growth of China's modern economy, social informatization has made remarkable development and progress. However as the basic PC industry of information hardware, it is faced with the situation of market share saturation and the intense competitive situation of the industry. ZH company, as the distributor of ThinkPad notebooks in hebei market, is also facing a severe test in the overall PC industry showing a gradual decline. It is getting harder and harder to gain competitive advantage by simple price and product. So formulate marketing strategies which suitable for enterprise development, resolve the conflict between the parties and implement channel incentives has profound significance for the future benign development of the enterprise. This paper combines theoretical research with empirical analysis, taking the hebei ThinkPad channel of ZH company as the research object, through the detailed analysis of the macro environment and the competitive environment of ZH company, understand the basic situation of ZH company operating ThinkPad product industry and summarize the main problems of the ZH company's current marketing: regional distributor quality is not high, the organizational structure of the company is unreasonable, low profitability of channel structure and the market penetration problem is serious. By analyzing the cause of the problem, based on new 4P of the modern marketing, according to the development needs of ZH company, put forward the strategy of channel optimization, make optimization from four aspects: improving personnel capability, optimizing the company's process, increasing the source of marketing projects and increasing the performance evaluation of preventing channeling. At last, put forward the implementation safeguard measures after the company optimization the is optimized . In order to realize the sustainable and healthy development of ZH company, we should provide guarantee support from three practical implementation methods: increasing incentives methods, establishing monitoring mechanism and enriching marketing activities. Key words ThinkPad notebooks; Marketing channel; Channel incentive; Commodities managementIII 目 录 摘要...................................................................................................................................I Abstract ................................................................................................................................II 第 1 章 绪 论.................................................................................................................. 1 1.1 研究背景及意义 ..................................................................................................... 1 1.1.1 研究背景 .......................................................................................................... 1 1.1.2 选题意义 .......................................................................................................... 2 1.2 国内外研究现状 ..................................................................................................... 2 1.2.1 国外研究现状 .................................................................................................. 3 1.2.2 国内研究现状 .................................................................................................. 5 1.3 研究的方法与思路 ................................................................................................. 7 1.3.1 研究方法 .......................................................................................................... 7 1.3.2 研究思路 .......................................................................................................... 8 第 2 章 相关的概念及理论.............................................................................................. 9 2.1 营销渠道的概念 ..................................................................................................... 9 2.1.1 营销渠道的系统 .............................................................................................. 9 2.1.2 分销渠道的结构 .............................................................................................. 9 2.2 营销渠道的相关理论 ..............................................................................................11 2.2.1 现代营销管理新 4P 理论...............................................................................11 2.2.2 营销渠道激励理论 ........................................................................................ 12 2.3 营销渠道的渠道模式 ........................................................................................... 13 第 3 章 ZH 公司营销环境分析........................................................................................ 17 3.1 宏观营销环境分析(PEST) ................................................................................... 17 3.1.1 政治环境 ........................................................................................................ 17 3.1.2 经济环境 ........................................................................................................ 17 3.1.3 社会环境 ........................................................................................................ 18 3.1.4 技术环境 ........................................................................................................ 18 3.1.5 PEST 分析结论.............................................................................................. 19 3.2 行业竞争环境分析 ............................................................................................... 19 3.2.1 潜在竞争者威胁 .............................................................................................. 19 3.2.2 现有企业的竞争 .............................................................................................. 20 3.2.3 代替产品的威胁 .............................................................................................. 20IV 3.2.4 供应商讨价还价能力 ...................................................................................... 20 3.2.5 购买者讨价还价能力 ...................................................................................... 20 3.3 笔记本电脑行业趋势分析 ................................................................................... 21 3.3.1 产品端形态多样化 ........................................................................................ 21 3.3.2 渠道端融合扁平化 ........................................................................................ 21 3.4 本章小结 ............................................................................................................... 22 第 4 章 ZH 公司 ThinkPad 产品营销渠道管理现状分析............................................ 23 4.1 ZH 公司概况......................................................................................................... 23 4.2 ThinkPad 产品简介 .............................................................................................. 23 4.2.1 ThinkPad 产品的特点 ................................................................................... 23 4.2.2 ThinkPad 产品的定位 ................................................................................... 24 4.3 ZH 公司营销渠道现状......................................................................................... 25 4.3.1 现有经销商数量 ............................................................................................ 25 4.3.2 现有营销渠道结构布局 ................................................................................ 26 4.3.3 近五年销售情况 ............................................................................................ 26 4.4 ZH 公司营销渠道存在的问题及原因................................................................. 28 4.4.1 区域经销商销量很低 .................................................................................... 28 4.3.2 渠道岗位职能设定不合理 ............................................................................ 28 4.4.3 渠道结构盈利能力弱 .................................................................................... 29 4.4.4 市场窜货的问题严重 .................................................................................... 30 4.5 本章小结 ................................................................................................................. 30 第 5 章 ZH 公司营销渠道的优化策略.......................................................................... 31 5.1 制定全渠道营销目标,增加项目来源 ............................................................. 31 5.1.1 制定全渠道营销目标 .................................................................................... 31 5.2.2 增加营销项目来源 ........................................................................................ 32 5.2 重构公司组织架构,实现流程优化 ................................................................... 33 5.2.1 拆分公司的职能部门 .................................................................................... 33 5.2.2 实施分级经销商管理 .................................................................................... 34 5.3 完善培训制度,提高从业人员工作能力 ........................................................... 36 5.3.1 提高渠道管理人员能力 ................................................................................ 36 5.3.2 加强经销商的营销能力 ................................................................................ 36 5.4 强化绩效考核,加大窜货惩戒力度 ................................................................... 37 5.4.1 强化绩效考核 ................................................................................................ 37 5.4.2 完善治理窜货政策 ........................................................................................ 38V 5.5 本章小结 ................................................................................................................. 40 第 6 章 ZH 公司营销渠道的优化策略保障措施.......................................................... 41 6.1 完善激励方式 ....................................................................................................... 41 6.2 建立监控机制 ....................................................................................................... 42 6.3 丰富营销活动 ....................................................................................................... 43 6.4 本章小结 ............................................................................................................... 44 结 论................................................................................................................................ 45 附 录................................................................................................................................ 47 附录 A........................................................................................................................ 47