【作者】 张伟；

【导师】 孟庆春；

【作者基本信息】 山东大学 ， MBA（专业学位）， 2024， 硕士

【摘要】 随着我国经济和科学技术的迅速腾飞和对工件精确度的提升,实体制造业对数控车床设备的需求不断攀升,这为数控机床产业的壮大提供了巨大的市场潜力。然而,市场竞争的日益激烈也促使企业对营销战略的需求持续增长,精心策划和管理的营销渠道对于企业的成功至关重要。K公司是一家主要生产数控车床的工厂,凭借其专业的技术和贴心的售后服务等营销渠道策略取得了显著的成绩。然而,随着市场环境的变化和公司的发展,K公司的营销渠道面临着一系列的问题和挑战。本研究在营销渠道管理理论的指导下,以K公司的营销渠道管理为研究对象,分析了K公司营销渠道管理中存在以下问题:代理和批发商进入和评估机制不完善、渠道成员缺乏培训机制、渠道成员激励不健全、存在恶性价格竞争现象、渠道冲突等问题。针对上述这些问题,通过全面研究和深入探索,找到问题的根本原因,提出一系列具体的改进方案。包括采取营销渠道战略合作改进,实施扁平化渠道模式,增加网络渠道结构模式;通过加强对渠道成员的评估和选择、加强对渠道成员的培训和沟通改进实现渠道成员管理改进;通过采取渠道激励管理改进,增强渠道成员的积极性;通过加强产品和服务升级,多渠道化解渠道冲突加强渠道管控的改进。为保障渠道管理改进的顺利进行,还提出一系列渠道管理改进的保障措施,为新改进方案的实施提供坚实的支撑。本文在研究中,通过对K公司营销渠道管理的深入研究与改进,更好的促进业务开展和市场推广,同时也为国内数控机床行业的营销渠道管理理论增添了新的内容与见解;在数字化时代,在大数据和分析工具的支持下,基于结合数据分析,线上线下同步进行多渠道管理改进模型,提高了市场覆盖面,市场占有率,降低了渠道成本,为该行业在新经济背景下的营销渠道发展提供了新的思路。更多还原

【Abstract】 With the fast improvement of economy,science and technology in our country and the improvement of work piece accuracy,the needed of CNC lathe equipment in the manufacturing industry is increasing.However,the increasingly fierce market competition also promotes the continuous growth of corporate demand for marketing strategy,carefully planned and managed marketing channels for the success of enterprises is crucial.K company is a major production of CNC lathes factory,with its professional technology and close after-sales service and other marketing channels strategy has made significant achievements.However,with the change of market environment and the development of the company,The marketing channels of K Company are facing a series of problems and challenges.Through the guidance of the marketing channel management theory,this research takes the marketing channel management of K Company as the research object,and shows the following problems existing in the marketing channel management of K Company:Imperfect Entry and evaluation mechanism of agents and wholesalers,lack of training mechanism of channel members,imperfect incentive mechanism of channel members,Vicious Price competition,channel conflict,etc.In view of these problems.It includes improving and increasing channel structure by strategic cooperation in marketing channels,enhancing the management of channel member by strengthening the evaluation and selection of channel members,strengthening the training of channel members and performance evaluation Through the adoption of channel incentive management improvement,enhance the enthusiasm of channel members;through enhanced product and service upgrading,multi-channel development channel members to strengthen the improvement of channel management.In order to ensure the smooth progress of channel management improvement,a series of channel management improvement measures are also proposed to provide a solid support for the implementation of the new improvement program.In this study,through the K company marketing channel management in-depth study and improvement to better promote business development and marketing,at the same time,it also adds new contents and insights to the marketing channel management theory of the domestic NC machine tool industry,on-line and off-line synchronous multi-channel management improvement model improves market coverage,market share,and reduces channel cost,which provides a new idea for the development of marketing channels in this industry under the background of New Economy.更多还原