Y公司的营销渠道管理研究

发布时间：2021-10-09 23:45

　　2018年以来,国内经济持续疲弱,全球经济增长疲弱,美国发起的贸易战对我国经济带来一定的不利影响,国内经济结构性转型也令经济增速有所放缓。与此同时,技术创新加快,给生产方式和消费方式的变革带来迅速而深远的影响,国内国际形势都不乐观。全球经济一体化趋势明显,随着互联网和移动支付在国内的普遍应用,人们的消费习惯乃至生活方式都随之发生了很大改变。线上、线下的市场竞争都非常激烈。Y公司属于IT类贸易型企业,具有分销企业的性质,处于产业供应链的中上游,是佳能品牌高速扫描仪产品的华南区域总代理。佳能品牌高速扫描仪以其高端的成像技术在高速扫描仪领域具有领先地位,Y公司从2004年成立至今一直都是该产品华南区域的总代理,2015年之后,该产品的销售业绩年下跌,市场竞争也日渐白热化。除了来自行业内部的技术竞争外,近年来来自国家政策层面将该类设备国产化趋势明显,2019年需要政府项目的招投标已经在招标文件里明确标准了国产品牌需要占总采购的份额比例。这对整个细分市场来说都有非常重要的冲击,虽然Y公司并不是只是代理单一产品,但高速扫描仪的收入占主营业务收入的95%以上,当然也连年为公司提供利润支持的关键产品系... 

【文章来源】：广东外语外贸大学广东省

【文章页数】：80 页

【学位级别】：硕士

【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter 1 Introduction
    1.1 Research Background and Significance
        1.1.1 Research Background
        1.1.2 Research Significance
    1.2 Research Orientation
        1.2.1 Identifying Problems in Company Y’s Traditional Marketing Channel Mode
        1.2.2 Explaining Reasons for Performance Decline of Traditional Marketing Channel Mode
        1.2.3 Exploring Feasible Marketing Channel Strategies
    1.3 Research Method
        1.3.1 Major Research Methods
        1.3.2 Analytical Framework
    1.4 Research Innovations and Contributions
Chapter 2 Literature Review
    2.1 Domestic and Oversea Studies
    2.2 Theories of Marketing Management and Marketing Channels
    2.3 Theories of Marketing Channel Structure and Marketing Channel Strategy
    2.4 Theories of Omni-channel Management Strategy
    2.5 Theories of Direct Selling,Service Marketing and Customer Relationship Management
    2.6 Theories of Marketing Channel Structure and Marketing Channel Conflicts
    2.7 Summary
Chapter 3 Current Situation of Market Channels of Company Y
    3.1 Background of Company Y
        3.1.1 Introduction of Company Y
        3.1.2 Analysis of Industry Background
        3.1.3 Rival Analysis
    3.2 Financial Situation of Company Y in the Past Three Years
        3.2.1 Sales Performance
        3.2.2 Major Financial Indicators of Company Y
    3.3 Reasons for Sales Performance Decline in the Past Three Years
        3.3.1 Product Strategies of Company Y
        3.3.2 Price System of Company Y
        3.3.3 Promotion Strategies of Company Y
        3.3.4 Channel Strategies of Company Y
Chapter 4 Cause Analysis of the Current Situation of Marketing Channels
    4.1 Marketing Channels of Company Y
        4.1.1 Channel Functions of Company Y
        4.1.2 Channel Structure of Company Y
        4.1.3 Channel Gap of Company Y
        4.1.4 Channel Conflicts of Company Y
    4.2 Evaluation of Channel Efficiency
        4.2.1 Channel Coverage of Company Y
        4.2.2 Information Conveying Capacity of Company Y
        4.2.3 Strain Capacity of Company Y
    4.3 Cause Analysis of Channel Functions
    4.4 Cause Analysis of Channel Structure
    4.5 Cause Analysis of Channel Gap
    4.6 Cause Analysis of Channel Conflicts
    4.7 Causes Analysis of Channel Efficiency
Chapter 5 Optimization of Marketing Channels
    5.1 Measures for Improvement on Marketing Management Strategies
        5.1.1 Establishment of Online and Offline Synchronous Omni-channel Marketing Mode
        5.1.2 Online and Offline Functions of Omni-channel Marketing Mode
        5.1.3 Channel Structure of Omni-channel Marketing Mode
        5.1.4 Organizational Structure of Sales Department under Omni-channel Marketing Mode
        5.1.5 Flowchart of Omni-channel Marketing Mode
    5.2 Supporting Policies for Omni-channel Marketing Mode
        5.2.1 New Price System
        5.2.2 Incentive Mechanism
        5.2.3 Information Sharing Mechanism
        5.2.4 Selection Mechanism of Offline Dealers
        5.2.5 Incentive Mechanism for Offline Dealers
        5.2.6 Improving Service Awareness and Providing Online and Offline Trainings
    5.3 Channel Management and CRM System
    5.4 Short-term Development Strategies and Long-term Development Strategies
Chapter 6 Concluding Remarks
    6.1 Conclusions
    6.2 Implications
    6.3 Limitations
REFERENCE



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