【作者】 于海；

【导师】 刘海潮；

【作者基本信息】 大连理工大学 ， MBA（专业学位）， 2014， 硕士

【摘要】 营销渠道策略是整个营销系统中非常重要的组成部分,它甚至可以决定企业成本的高低,提高企业的核心竞争力,它还是消费者和生产者之间的桥梁。营销渠道管理对任何一个企业而言都是至关重要的,其成败关乎到企业营销策略兴衰,是企业在激烈的市场角逐中能否长久生存与发展的关键因素。随着市场经济的发展进入新阶段,营销渠道的环境也在发生着变化,企业面临着新的机遇和挑战。企业必须基于内部和外部环境的变化及时调整营销策略。沈阳红网科技有限公司是1994年建立的,公司主要通过与IT产品的制造商的紧密合作,为用户提供优质的产品,强有力的技术支持和科学完善的解决案,目前是三星显示器东北区核心代理商,代理以显示器为核心的三星系列产品。10年来,成为三星核心级代理商,产品销量逐年上升,深受广大消费者和代理商的认可与称赞。虽然业绩在稳定增长,但近几年来自市场的竞争压力很大,市场份额也逐渐在递减,其一直沿用的以传统渠道模式为主的营销渠道,面临很大的威胁。本文通过对沈阳红网科技有限公司渠道管理案例的研究,运用市场营销、渠道管理环境,渠道运用策略等理论,分析了现有渠道存在的问题并提出了更优的渠道模式取代现有的渠道模式的解决方案,希望对企业的渠道改进提供帮助,增强该企业的渠道竞争力,扩大市场占有率,提高产品在东北三省销售的业绩以满足制造商的要求。本文在理论层面上简单探讨了沈阳红网科技有限公司营销渠道现状和未来发展方向,针对问题提出的解决办法还是有局限性,还需要不断的研究探讨,也需要在以后的实践中不断调整完善论文内容,只有在实践中产生预期作用,达到预期效果,才能体现真正的价值。更多还原

【Abstract】 The whole marketing system is the most important part in the marketing channel strategy, it can control the cost of enterprise, enhance the enterprise the competitive ability. It is the bridge between producers and consumers. Marketing channel management is vital for any enterprise, its success or failure is to the success or failure of the enterprise marketing strategy, is the enterprise in the fierce market competition, the key factor to achieve long-term survival and development. With the development of the market economy entered a new stage, the marketing environment is changing, the traditional enterprise marketing channel mode also has changed radically. Enterprises are facing new opportunities and challenges.Enterprises must timely adjustment of marketing strategy changes based on internal and external environment.Shenyang nine technology co., LTD. Was established in1994, the company is mainly in close cooperation with IT products manufacturers, to provide users with high-quality products, strong technical support and scientific and perfect solution. Is currently the samsung monitors the northeast area core agent, agent to display as the core of samsung series products. Ten years, become a samsung core level agents, product sales increased year by year, deeply the general consumers and agents of recognition and praise., although the performance in stable growth, but in recent years, the intense competition from market, market share in decreasing gradually, it has been used in the traditional channel model of marketing channels, under a lot of threat. This article through to the shenyang rednet (science and technology co., LTD., channel management case study, using the marketing environment, channel management, channel strategy theory, analyzes the problems of existing channels and put forward the better channel mode to replace the existing channel model solution, hope to help enterprises channel improvement, channels of the enterprise competitiveness, expand market share, meet the manufacturers to product sales performance requirements of the three provinces in northeast China.This paper discusses the theoretical level simply Shenyang Red Net Technology Co., Ltd. Marketing channels status quo and future development direction of the solutions proposed for the problem still has its limitations, but also need to continue to explore the research, but also in the future need to constantly adjust and improve practice thesis, only produce the desired effect in practice, to achieve the desired effect, in order to reflect the true value.更多还原