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MBA論文范文:HK公司家電營銷渠道優化研究

論文編號:lw201903190952514476 所屬欄目:MBA論文范文 發布日期:2019年03月19日 論文作者:論文網
摘  要
從某種程度上來說,銷售渠道關系著企業的興衰與成敗。完善、暢通的分銷渠道體系對于企業來說是至關重要的,是企業快速、低耗地將產品銷往世界各地的良機。當前的家電行業可謂是機遇與挑戰并存,這就要求我國的家電企業準確認識自身的優劣勢,并以此為出發點制定并靈活運用企業市場營銷的策略規劃,從而保證企業的長期、穩定、可持續發展,也為企業適應市場環境奠定了基礎,并幫助企業在國內外市場占據一席之地。因此,KH公司現階段最主要的任務就是找出在渠道管理方面存在的不足,并針對這些不足提出有效的解決方案。同類型的電器制造企業市場營銷渠道管理亦可參考本文的研究成果進行適當的調整。
本文在搜集和整理大量空調行業資料的基礎上,介紹了營銷的基本概念,闡述了營銷渠道的相關理論知識,明確了建設營銷渠道的重要性。本著實用、可操作、有效的原則,以HK空調制造有限公司為對象,考察了該公司的宏觀環境包括經濟環境、政治法律環境以及科學技術環境和社會文化環境等,及空調行業的產業環境,并詳細分析了HK公司的營銷渠道優勢和劣勢,構建了 SWOT 分析。根據HK公司的戰略,為其制定了市場營銷渠道策略,確定目標市場,選擇營銷渠道模式,進行渠道結構優化和成員選擇優化以及沖突管理優化,同時在營銷渠道績效和激勵優化和營銷渠道合作關系優化以及營銷渠道信用管理優化等方面提出了建議,最后是結論與展望。本文著眼于空調制造企業所處的市場環境來制定市場營銷渠道策略,其市場營銷戰略具有動力機制的持久創新。
關鍵詞:家電行業;營銷渠道;優化;HK公司
Abstract
To some extent, sales channels are related to the rise and fall of the company and its success or failure. A complete and smooth distribution channel system is crucial for enterprises, and is a good opportunity for enterprises to sell their products to the world quickly and with low consumption. The current home appliance industry can be described as both opportunities and challenges. This requires China's home appliance enterprises to accurately understand their strengths and weaknesses, and use this as a starting point to formulate and flexibly use the strategic planning of enterprise marketing to ensure long-term, stable and acceptable Continuous development also laid the foundation for enterprises to adapt to the market environment and help enterprises occupy a place in the domestic and foreign markets. Therefore, the main task of KH company at this stage is to find out the shortcomings in channel management and propose effective solutions to these shortcomings. The marketing channel management of the same type of electrical appliance manufacturing enterprises can also be appropriately adjusted with reference to the research results of this paper.
On the basis of collecting and sorting out a large number of air-conditioning industry materials, this paper introduces the basic concepts of marketing, expounds the relevant theoretical knowledge of marketing channels, and clarifies the importance of building marketing channels. Based on the principle of practicality, operation and effectiveness, the company's macro environment including the economic environment, political and legal environment, scientific and technological environment and social and cultural environment, and the industrial environment of the air-conditioning industry were examined. And detailed analysis of the advantages and disadvantages of HK's marketing channels, and built SWOT analysis. According to the strategy of HK Company, it has developed a marketing channel strategy, determined the target market, selected the marketing channel model, optimized channel structure and member selection, and optimized conflict management. At the same time, in marketing channel performance and incentive optimization and marketing channel cooperation Suggestions on optimization and optimization of marketing channel credit management, and finally conclusions and prospects. This paper focuses on the market environment in which air-conditioning manufacturing companies are located to develop marketing channel strategies, and its marketing strategy has a lasting innovation of dynamic mechanism.
Keywords: Appliance Industry; Marketing Channels; Optimization; HK Company

目    錄
摘  要 I
ABSTRACT III
1引 言 1
1.1研究背景和意義 1
1.1.1研究背景 1
1.1.2研究意義 2
1.2研究內容、方法和思路 2
1.2.1研究內容 2
1.2.2研究方法 3
1.2.3研究思路 3
1.3研究的重點和創新點 5
1.3.1研究的重點 5
1.3.2研究的創新點 5
2營銷渠道管理理論綜述 6
2.1營銷渠道概念及基本形態 6
2.1.1營銷渠道和渠道管理的概念 6
2.1.2營銷渠道的功能 9
2.1.3營銷渠道的基本形態 12
2.1.4中國家電營銷渠道模式比較 13
2.2營銷渠道管理理論的內容 17
2.2.1渠道成員的選擇 17
2.2.2渠道成員的激勵 17
2.2.3營銷渠道績效評估 17
2.3國內外研究現狀 17
2.3.1國外研究現狀 17
2.3.2國內研究現狀 19
2.4營銷渠道策略的演變 20
3 HK公司及其營銷渠道演化分析 22
3.1 HK公司簡介 22
3.2 HK公司的營銷渠道模式 24
3.2.1 HK公司的營銷渠道模式現狀 24
3.2.2 HK公司的營銷渠道模式特點 25
3.3 HK公司營銷渠道形成及演變歷程 26
3.4 HK公司競爭對手營銷渠道模式對比 27
4 HK公司營銷環境及渠道創新分析 28
4.1 HK公司營銷環境PEST分析 28
4.2 HK公司競爭力SWOT分析 29
4.3 HK公司營銷渠道創新分析 30
4.4 HK公司營銷渠道選擇 31
5 HK公司營銷渠道管理的現狀、存在的問題及成因 33
5.1 HK公司營銷渠道管理的現狀分析 33
5.1.1 KH公司營

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