云南保山 W水泥企业营销渠道案例研究
Case Study on Marketing channel of Yunnan Baoshan W Cement
Enterprise
Abstract
With the continuous improvement of China's infrastructure construction, the continuous
acceleration of urbanization process, the increase of cement demand, attracting a large
number of cement manufacturers, the production capacity has been greatly increased,
resulting in the domestic cement overcapacity.Although the country has taken measures to
eliminate backward production capacity and off-peak production, the problem of excess
capacity has not been completely solved. At the same time, the state increases the
environmental protection supervision of high energy consumption and high pollution
industries, and the cement industry is facing the double pressure of capacity reduction and
environmental protection.With insignificant differences in cement products, small gaps
among their prices, and homogeneous marketing channels, it is crucial to establish reasonable
and efficient.Yunnan Baoshan W Cement Enterprise set up its own marketing channel when it
was founded and has been in using them up to now. With the development of economy and
the change of market, the original marketing channel of the enterprise has been unable to
adapt to the current development of the enterprise, resulting in the decline of product sales
and competitiveness of the enterprise,which has led to the survival and development dilemma
of the enterprise.
In this thesis, Yunnan Baoshan W cement Enterprise is chosen as the research
object.Through the use of field investigation, literature analysis and case analysis methods,
the marketing channels of the enterprise were studied.This thesis introduces the enterprise
marketing status, cement industry background, customer needs and marketing channels of
competitors.The thesis enumerates three cases of outdated channel structure, uneven level of
dealers and frequent cross-goods conflicts to highlight the problems existing in enterprise
marketing channels. Through the use of marketing channel structure, selection of marketing
channel members, marketing channel control and control of relevant theories to analyze the
problem,this thesis tries to find out the reasons for the problems in the enterprise marketing
channel structure adjustment is not timely, the channel member selection is not standard, the
channel control is weak. Based on the causes of the problems as well as the actual situation
and environment of W cement enterprise, the solution is put forward from channel structure,
member selection and channel control three aspects: the fiest is to adjust the channel structure
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大连理工大学专业学位硕士学位论文
by extending the length of the marketing channel, building the network marketing channel,
and exploring the overseas market;.The second is to standardize the management of
marketing channel members by optimizing the selection of marketing channel members,
establishing the evaluation system of channel members and implementing the exit
management of channel members. Third, by standardizing the pricing of cement products,
improving incentive mechanism, establishing electronic logistics system, establish a
supervision and management system to enhance the control of marketing channels.
This thesis aims to study on marketing channel of Yunnan Baoshan W Cement
Enterprise, help it to optimize the marketing channels,so as to survive and develop well in the
cement industry of fierce market competition.In addition, considering that its marketing
channels are pretty representative, the discussion of the problems not only has important
theoretical and practical significance to the enterprise, but also can provide reference for other
cement enterprises.
Key Words：Cement enterprise; Marketing channel; Case study
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云南保山 W水泥企业营销渠道案例研究
目录
摘 要............................................................................................................................I
Abstract ..............................................................................................................................II
1 绪论..............................................................................................................................1
1.1 研究背景及意义..............................................................................................1
1.1.1 研究背景..............................................................................................1
1.1.2 研究意义..............................................................................................2
1.2 研究内容及方法..............................................................................................3
1.2.1 研究内容..............................................................................................3
1.2.2 研究方法..............................................................................................3
1.3 技术路线..........................................................................................................4
2 案例正文......................................................................................................................5
2.1 企业介绍..........................................................................................................5
2.1.1 企业发展历程......................................................................................5
2.1.2 企业营销及营销渠道现状..................................................................6
2.2 水泥行业背景..................................................................................................9
2.2.1 水泥行业相关政策..............................................................................9
2.2.2 云南水泥行业现状............................................................................11
2.2.3 保山水泥行业现状............................................................................13
2.3 竞争对手及客户需求....................................................................................14
2.3.1 竞争对手............................................................................................14
2.3.2 客户需求............................................................................................16
2.4 企业营销渠道困境........................................................................................17
2.4.1 过时的渠道结构................................................................................18
2.4.2 水平参差不齐的经销商....................................................................19
2.4.3 频发的窜货冲突................................................................................21
3 案例分析....................................................................................................................23
3.1 相关理论综述................................................................................................23
3.1.1 营销渠道结构....................................................................................23
3.1.2 营销渠道成员的选择........................................................................24
3.1.3 营销渠道管控....................................................................................25
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。。。以下略