对于生产制造商来说,营销渠道是其营销组合中的一个要素,制造商通过营销渠道
将产品从其工厂转移到消费者可以购买到产品的各种地点。由于营销渠道往往都是由一
些独立的批发和零售企业构成,因而营销渠道是营销组合中唯一一个涉及跨组织关系管
理与协调的要素。不仅如此,在竞争越发激励的买方市场上,营销渠道对于生产制造企
业来说还具有非常强的战略意义。高效率的营销渠道不仅可以帮助企业获得更高的销售
额,还可以帮助企业塑造竞争对手难以模仿的竞争优势。
本文旨在为了帮助DLHL工程有限公司高效、顺利地实现企业分销的目标,并获得
高水平的营销渠道绩效。首先,提出该公司现有的营销渠道存在的问题;其次,对营销
渠道理论进行了回顾,并对该公司内外部环境进行了讨论;第三,基于上述分析构建了
针对该公司的营销渠道策略,主要包括渠道结构和渠道行为两方面;最后,提出了针对
该公司的营销渠道策略实施的保障措施。
关键词:仪器仪表;营销渠道;渠道策略;渠道结构;渠道行为
Abstract
With the trend of the development of the world's high-tech, the Chinese measure &
control instrument have entered the high-tech development road and be growing fast. In this
context, there have been many new measure & control instrument enterprises, these new
enterprises not only to respond to competition in the domestic counterparts and also to face
the shock from abroad measure & control instrument enterprises. Therefore, the opportunities
and challenges are the practical environment of Chinese measure & control instrument
enterprises.
For the enterprises, marketing channel is an important element in the marketing mix,
enterprises through the marketing channel to transfer from their factory to the consumer can
buy the products of various locations. Because marketing channel is often constituted by a
number of independent wholesale and retail enterprises, so the marketing channel is the only
one involved in the marketing mix elements of the management and coordination of
inter-organizational relationships. Moreover, in competition more incentive on the buyer's
market, the marketing channel also has a very strong strategic significance for manufacturing
enterprises. Efficient marketing channel can not only help enterprises achieve higher sales,
but also can help enterprises to create competitive advantage is difficult for competitors to
imitate.
This paper aims to help DLHL engineering Co.,Ltd achieve the goals of the enterprise
distribution efficient and successfully, and a high level marketing channel performance. First
of all, put forward the company's existing marketing channels issues. Secondly, reviews on
the theory of marketing channel, and discuss the internal and external environment of the
company. Third, based on the above analysis, we build a marketing channel strategy for the
company's, including both channel structure and channel behavior. Finally, propose some
safeguards for the implementation of the company's marketing channel strategy.
Key Words: Measure & Control Instrument; Marketing Channel; Channel Strategy;
Channel Structure; Channel Behavior
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