随着市场竞争越来越激烈，迫使企业需要不断开发新产品。新产品的开发可以帮助企 业占领新市尝巩固原有市常因此，新产品开发成功后，其营销渠道的建设成为企业营 销重要的课题。企业推出新产品如何快速占领市场，常常决定了企业能否立足市场或者关 系到企业的生死。 TM公司一直专注于安全玻璃深加工的研发、生产、销售与服务，为了使自身产品更具 有市场竞争力，TM公司开始大力研发一种新型透明材料。本文为TM公司新型透明材料 制定了详细的渠道建设方法，期望对TM公司市场营销具有借鉴意义，同时希望给其他公 司新产品的营销提供思路。 本论文研究的内容主要体现在以下四个方面。首先，详细介绍研究背景等内容，介绍 和说明有关市场营销的具体定义以及基本理论，为本文研究结果的提出奠定良好基础；其 次，详细分析TM公司发展现状以及新型透明材料的现状，运用SWOT 分析模型对新型透 明材料的营销内部环境、外部环境以及影响因素等展开定性分析，从而为新型营销思路与 方向的提出奠定良好基础；再次，通过对新型透明材料的渠道建设影响因素的分析，完成 了新型透明材料营销渠道的长度设计、宽度设计以及渠道成员的选择，最终建立了新型透 明材料的营销渠道模型。本文最后，为了保障营销渠道的有效运行，制定行之有效的保障 机制以及策略。 关键词：市场营销；新产品；透明材料；渠道建设；SWOT分析 TM公司新型透明材料营销渠道研究 II ABSTRACT The market is becoming more and more competitive,which leads enterprises to constantly develop new products.The development of new products can help enterprises occupy new markets and consolidate existing markets. Therefore, after the successful development of new products, the construction of its marketing channel has become an important subject of enterprise marketing. How the enterprise launches new products to occupy the market quickly often determines whether the enterprise can stand on the market or whether it is related to the life and death of the enterprise. TM company has been focusing on the research, development, production, sales and service of safety glass deep processing. In order to make its products more competitive in the market, TM company began to vigorously develop a new transparent material. This paper provides a detailed channel construction method for TM company's new transparent materials, which is expected to be of reference significance for TM company's marketing and provide ideas for other companies' marketing of new products. The research content of this paper is mainly reflected in the following four aspects. Firstly, the content related to marketing theory is taken as the foundation, and the research background and other contents are introduced in detail. The specific definition and basic theory of marketing are introduced and explained, which lays a good foundation for the research results of this paper to some extent. Secondly, through continuous analysis and research on the development status of TM company and the analysis of new transparent materials, SWOT analysis model is used to carry out qualitative analysis on the marketing internal environment, external environment and influencing factors of new transparent materials, so as to lay a good foundation for the new marketing ideas and directions. Thirdly, through the analysis of the characteristics of the new transparent materials, the method of questionnaire, the establishment of new transparent materials marketing channels. Finally, in order to ensure the effective operation of marketing channels, effective guarantee mechanism and strategies are formulated. Key words: Marketing; New products; Transparent material; Channel construction; the SWOT analysis 南京航空航天大学硕士学位论文 III 目 录 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景 ............................................................................................................................. 1 1.2 研究的意义 ......................................................................................................................... 1 1.3 国内外研究现状 ................................................................................................................. 1 1.3.1营销渠道的研究 ...................................................................................................... 1 1.3.2对于消费者需求和营销战略的研究 ...................................................................... 2 1.3.3对新产品市场营销研究 .......................................................................................... 3 1.3.4中小型企业市场营销研究 ...................................................................................... 4 1.3.5对于透明材料市场定位研究 .................................................................................. 5 1.4 研究方法 ............................................................................................................................. 6 1.4.1理论分析法 .............................................................................................................. 6 1.4.2文献研究法 .............................................................................................................. 6 1.4.3调查研究法 .............................................................................................................. 6 第二章 理论基础 ....................................................................................................................... 7 2.1 营销渠道结构理论 ........................................................................................................... 7 2.1.1营销渠道相关概念 .................................................................................................. 7 2.1.2关系管理理论 .......................................................................................................... 8 2.1.3全渠道营销理论 ...................................................................................................... 8 2.1.4互联网+营销理论 .................................................................................................... 8 2.1.5人工智能营销理论 .................................................................................................. 9 2.2 SWOT分析模型 ................................................................................................................. 9 第三章 TM公司新型透明材料营销渠道环境、现状及问题 .............................................. 10 3.1 TM公司基本状况 ............................................................................................................ 10 3.1.1公司简介 ................................................................................................................ 10 3.1.2公司财务状况 ........................................................................................................ 10 3.1.3新型透明材料介绍 ................................................................................................ 11 3.2 TM公司新型透明材料营销渠道环境 ............................................................................ 12 3.2.1相关政策 ................................................................................................................ 12 3.2.2经济环境分析 ........................................................................................................ 12 3.2.3行业现状及竞争态势分析 .................................................................................... 13 3.3营销渠道建设现状 ........................................................................................................... 14 3.3.1公司营销团队介绍 ................................................................................................ 14 3.3.2营销渠道存在的问题 ............................................................................................ 15 第四章 TM公司新型透明材料产品营销渠道建设 .............................................................. 17 TM公司新型透明材料营销渠道研究 IV 4.1TM公司新型透明材料SWOT分析 ................................................................................ 17 4.1.1 Strength--优势........................................................................