SDF公司营销渠道的现状分析及发展思考
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摘要
营销渠道策略是企业营销面临的最重要决策之一,企业所选择的渠道将直接影响其他所有营销活动。木地板产品的自然属性、消费结构、消费方式的差异性形成了功能各异的营销渠道组织形式。随着木地板市场范围和规模的扩大,市场竞争日趋激烈,产品的利润越来越低,而由于产品、价格和促销趋于同质化,其营销效果日益减弱,营销渠道逐渐成为企业的核心竞争力。“产品是立命之本,渠道是立身之本。”为了占领市场获取利润,木地板生产厂商必须及时选择最佳的渠道组织形式以达到最小的交易成本和最大的市场辐射,并通过有效的管理最大程度地发挥渠道的效率。然而当前木地板渠道却面临历史性的变革,渠道扁平化、向直销转型、渠道体系重组,木地板厂商纷纷对渠道实施手术。木地板产品应当采用何种正确的营销渠道,各界也一直争论不休。
论文正是基于上述的背景,对SDF公司的营销渠道作系统的研究和探讨具有一定的理论价值和现实意义。本文从木地板营销渠道变革背景、变革动因、变革影响和变革趋势分析入手,应用营销渠道的相关理论并结合SDF公司的实践,采用SWOT分析方法,从渠道结构的设计与建立、渠道成员的选择、评估、激励和渠道冲突管理等几方面对SDF公司的营销渠道进行了详细论述,揭示了SDF公司木地板营销渠道中存在的问题,深刻剖析其根源,结合SDF公司自身的实际情况有针对性地提出增强企业营销渠道的凝聚力和竞争力、提高营销渠道的运作效率和效益的对策建议,对SDF公司的长远发展具有一定的指导意义,也希望能为其他木地板企业在营销渠道管理方面提供有益的借鉴。
The marketing channel strategy is one of the most important policy-makings which every enterprise has to face. The enterprise chooses the channel which will directly affect all other marketing activities. The difference about natural attribute, the consumption pattern, the expense way of the wood floor product has formed each different retailing channel organization pattern in function. Along with the wood floor market’s scope and the scale expanding, the market competition is now getting more intensive, the product profit is getting much lower, as a result, the product, the price and the promotion tend to homogenizing, its marketing effect is weaken day by day, retailing channel gradually become the core competitive force of the enterprise.“The product sets up the foundation of the life, the channel does foundation of the body.”The wood floor manufacturer, in order to lead the market and gain profit, must choose the best channel organization pattern as to achieve the smallest transaction cost and the biggest market coverage, and display the greatest degree channel efficiency through the effective management.
However, the wood floor marketing channel currently faces the historical transformation: the channel flattening, direct sale reforming, the channel system reorganizing, the wood floor manufacturer in abundance implements the reforms to the channel. What kind of retailing channel does the wood floor product select, which from all walks of life also continuously debates?
Based on such a background, this article will further study and discuss the SDF company's retailing channel.
Through analyzing the wood floor professional present situation, the channel transform’s reason, the influence of the channel transform, using the marketing channel correlative theories in according to the practice of SDF company, this article analyses the SDF's retailing channel management, and puts forward corresponding countermeasure and the measure in detail.
By analyzing the problems which the SDF’s floor marketing channel exist, this paper analyzes its root profoundly, according to its own actual situation designs, and chooses its own channel pattern. In order to enhance the enterprise channel’s cohesive force and competitive power, improve the marketing channel’s operative efficiency and profit, and put forward corresponding countermeasure and the measure which contribute to the SDF company's long-term development, this article also provides other floor companies with the beneficial model in the marketing management aspect.
论文正是基于上述的背景,对SDF公司的营销渠道作系统的研究和探讨具有一定的理论价值和现实意义。本文从木地板营销渠道变革背景、变革动因、变革影响和变革趋势分析入手,应用营销渠道的相关理论并结合SDF公司的实践,采用SWOT分析方法,从渠道结构的设计与建立、渠道成员的选择、评估、激励和渠道冲突管理等几方面对SDF公司的营销渠道进行了详细论述,揭示了SDF公司木地板营销渠道中存在的问题,深刻剖析其根源,结合SDF公司自身的实际情况有针对性地提出增强企业营销渠道的凝聚力和竞争力、提高营销渠道的运作效率和效益的对策建议,对SDF公司的长远发展具有一定的指导意义,也希望能为其他木地板企业在营销渠道管理方面提供有益的借鉴。
The marketing channel strategy is one of the most important policy-makings which every enterprise has to face. The enterprise chooses the channel which will directly affect all other marketing activities. The difference about natural attribute, the consumption pattern, the expense way of the wood floor product has formed each different retailing channel organization pattern in function. Along with the wood floor market’s scope and the scale expanding, the market competition is now getting more intensive, the product profit is getting much lower, as a result, the product, the price and the promotion tend to homogenizing, its marketing effect is weaken day by day, retailing channel gradually become the core competitive force of the enterprise.“The product sets up the foundation of the life, the channel does foundation of the body.”The wood floor manufacturer, in order to lead the market and gain profit, must choose the best channel organization pattern as to achieve the smallest transaction cost and the biggest market coverage, and display the greatest degree channel efficiency through the effective management.
However, the wood floor marketing channel currently faces the historical transformation: the channel flattening, direct sale reforming, the channel system reorganizing, the wood floor manufacturer in abundance implements the reforms to the channel. What kind of retailing channel does the wood floor product select, which from all walks of life also continuously debates?
Based on such a background, this article will further study and discuss the SDF company's retailing channel.
Through analyzing the wood floor professional present situation, the channel transform’s reason, the influence of the channel transform, using the marketing channel correlative theories in according to the practice of SDF company, this article analyses the SDF's retailing channel management, and puts forward corresponding countermeasure and the measure in detail.
By analyzing the problems which the SDF’s floor marketing channel exist, this paper analyzes its root profoundly, according to its own actual situation designs, and chooses its own channel pattern. In order to enhance the enterprise channel’s cohesive force and competitive power, improve the marketing channel’s operative efficiency and profit, and put forward corresponding countermeasure and the measure which contribute to the SDF company's long-term development, this article also provides other floor companies with the beneficial model in the marketing management aspect.
引文
①产品(Product)、价格(Price)、渠道(Place)、促销(Promotion)见张剑渝著,《渠道关系论》博士论文,西南财经大学出版社,2003年12月,第36页。
①徐蔚琴,谢国娥,营销渠道管理,北京,电子工业出版社,2001.03。
②Louis w·stern and Adel I·EL—Ansary .Marketing channels. Prentice Hall,1996。
③菲利普.科特勒.市场营销原理(第七版).北京:清华大学出版社。
①王朝晖.营销渠道理论前沿与渠道管理新发展.中央财经大学学报,2003,(2)。
①张剑渝著,《渠道关系论》博士论文,西南财经大学出版社,2003年12月,第53页。
①张剑渝著,《渠道关系论》博士论文,西南财经大学出版社,2003年12月,第53页。
①徐蔚琴,谢国娥.营销渠道管理.北京:电子工业出版社,2001.
①李飞.营销通路设计:商品营销体系建立与创新.北京:中国时代经济出版社.2002.
①2003~2004年国内十大营销商排行榜,睿商在线2004.06.07
①张剑渝著,《渠道关系论》博士论文,西南财经大学出版社,2003年12月,第107页。
[1]张剑渝著,《渠道关系论》博士论文,西南财经大学出版社,2003年12月。
[2]【美】路易斯.W.斯坦恩、伊尔.安萨里、安勒.T.科兰恩著,赵平等译,《市场营销渠道》(第五版),清华大学出版社,2001。
[3]卜妙金,《营销渠道管理》,高等教育出版社,2001. 70。
[4]徐蔚琴,谢国娥,《营销渠道管理》,电子工业出版社,2001. 9。
[5]张传忠,《营销管理》,武汉大学出版社,2000. 1。
[6]郭朝阳,《冲突管理:寻找矛盾的正面效应》,广东经济出版社,2000. l0。
[7]郭冬乐、宋则,《中国商业理论前沿》,社会科学文献出版社,2000. 1。
[8]迈克尔.波特著,陈小悦译,《竞争战略》,华夏出版社,1997. l。
[9]付路阳,王永新著,《关系营销》,企业管理出版社,1996. l。
[10]郭国庆编著,《市场营销管理—理论与模型》,中国人民大学出版社,1996. L。
[11]白溪冲,《客情关系与渠道维护—来自渠道的告白》,《销售与市场》,2000年第7期。
[12]朱坤萍,《代销?经销?重塑新型工商关系》,《销售与市场》,2000年第7期。
[13]广东省广告公司市场研究营销咨询中心,《渠道模式与通路管控一一中国家电网络建设调查报告》,《销售与市场》,2000年第12期。
[14]徐源,《赢于营销,败于管理—窜货的本源极其有效控制》,《销售与市场》,2001。
[15]王自勤,《工业品营销渠道的冲突与协调》,《商业经济与管理》,2000年第5期。
[16]杨政,《营销渠道成员行为的整合模型》,《南开管理评论》,2000年第4期。
[17]夏文汇、徐刚,《当前工商企业营销渠道的矛盾冲突与对策研究》,《中国流通经济》,2001年第3期。
[18]李蔚、王良锦,《论渠道安全》,《商业研究》,2001第6期。
[19]陈保国,《论生产企业营销渠道的组织》,《企业经济》,1998年第1期。
[20]庄贵军,《权力、冲突与合作:西方的渠道行为理论》,《北京商学院学报》, 2000.04。
[21]朱玉童,《迎接渠道网络的全新革命》,《中国市场营销》,2001年第8期。
[22]李光斗,《窜货的危害及对策》,中国营销传播网,2000. 6. 29 0
[23]王纂,《经销商,你慢些走—对经销商进一言》,中国营销传播网,2001. 4. 24。
[24]肖志营,《渠道变革与营销商转型》,中国营销传播网,2000. 6. 29。
[25]郑克丽,《厂商合作制要进退取舍》,《21世纪经济报道》,2001. 4. 16。
[26]王康、柳剑能,《小心,转型营销的断裂地带》,《21世纪经济报道》,2001. 10. 29。
[27]刘国华,《终端之争:通路变革的着力点》,《21世纪经济报道》,2001. 3. 12。
[28]鲁娜,《商业资本今冬龙头台》,《中国经营报》,2001. 1. 28。
[29]周默鸣,《改造中博弈:飞利浦照明VS经销商》,《21世纪经济报道》,2001. 10. 8。
[30]王付伟,《市场窜货解决方案》,《中国经营报》,2000. 5. 30。
[31]张庭兵,《革命之伞、虎狼与快刀》,《21世纪经济报道》,2001. 10. 8。
[32]弘道工作室编著,《网络营销》,人民交通出版社,2000. 4。
①徐蔚琴,谢国娥,营销渠道管理,北京,电子工业出版社,2001.03。
②Louis w·stern and Adel I·EL—Ansary .Marketing channels. Prentice Hall,1996。
③菲利普.科特勒.市场营销原理(第七版).北京:清华大学出版社。
①王朝晖.营销渠道理论前沿与渠道管理新发展.中央财经大学学报,2003,(2)。
①张剑渝著,《渠道关系论》博士论文,西南财经大学出版社,2003年12月,第53页。
①张剑渝著,《渠道关系论》博士论文,西南财经大学出版社,2003年12月,第53页。
①徐蔚琴,谢国娥.营销渠道管理.北京:电子工业出版社,2001.
①李飞.营销通路设计:商品营销体系建立与创新.北京:中国时代经济出版社.2002.
①2003~2004年国内十大营销商排行榜,睿商在线2004.06.07
①张剑渝著,《渠道关系论》博士论文,西南财经大学出版社,2003年12月,第107页。
[1]张剑渝著,《渠道关系论》博士论文,西南财经大学出版社,2003年12月。
[2]【美】路易斯.W.斯坦恩、伊尔.安萨里、安勒.T.科兰恩著,赵平等译,《市场营销渠道》(第五版),清华大学出版社,2001。
[3]卜妙金,《营销渠道管理》,高等教育出版社,2001. 70。
[4]徐蔚琴,谢国娥,《营销渠道管理》,电子工业出版社,2001. 9。
[5]张传忠,《营销管理》,武汉大学出版社,2000. 1。
[6]郭朝阳,《冲突管理:寻找矛盾的正面效应》,广东经济出版社,2000. l0。
[7]郭冬乐、宋则,《中国商业理论前沿》,社会科学文献出版社,2000. 1。
[8]迈克尔.波特著,陈小悦译,《竞争战略》,华夏出版社,1997. l。
[9]付路阳,王永新著,《关系营销》,企业管理出版社,1996. l。
[10]郭国庆编著,《市场营销管理—理论与模型》,中国人民大学出版社,1996. L。
[11]白溪冲,《客情关系与渠道维护—来自渠道的告白》,《销售与市场》,2000年第7期。
[12]朱坤萍,《代销?经销?重塑新型工商关系》,《销售与市场》,2000年第7期。
[13]广东省广告公司市场研究营销咨询中心,《渠道模式与通路管控一一中国家电网络建设调查报告》,《销售与市场》,2000年第12期。
[14]徐源,《赢于营销,败于管理—窜货的本源极其有效控制》,《销售与市场》,2001。
[15]王自勤,《工业品营销渠道的冲突与协调》,《商业经济与管理》,2000年第5期。
[16]杨政,《营销渠道成员行为的整合模型》,《南开管理评论》,2000年第4期。
[17]夏文汇、徐刚,《当前工商企业营销渠道的矛盾冲突与对策研究》,《中国流通经济》,2001年第3期。
[18]李蔚、王良锦,《论渠道安全》,《商业研究》,2001第6期。
[19]陈保国,《论生产企业营销渠道的组织》,《企业经济》,1998年第1期。
[20]庄贵军,《权力、冲突与合作:西方的渠道行为理论》,《北京商学院学报》, 2000.04。
[21]朱玉童,《迎接渠道网络的全新革命》,《中国市场营销》,2001年第8期。
[22]李光斗,《窜货的危害及对策》,中国营销传播网,2000. 6. 29 0
[23]王纂,《经销商,你慢些走—对经销商进一言》,中国营销传播网,2001. 4. 24。
[24]肖志营,《渠道变革与营销商转型》,中国营销传播网,2000. 6. 29。
[25]郑克丽,《厂商合作制要进退取舍》,《21世纪经济报道》,2001. 4. 16。
[26]王康、柳剑能,《小心,转型营销的断裂地带》,《21世纪经济报道》,2001. 10. 29。
[27]刘国华,《终端之争:通路变革的着力点》,《21世纪经济报道》,2001. 3. 12。
[28]鲁娜,《商业资本今冬龙头台》,《中国经营报》,2001. 1. 28。
[29]周默鸣,《改造中博弈:飞利浦照明VS经销商》,《21世纪经济报道》,2001. 10. 8。
[30]王付伟,《市场窜货解决方案》,《中国经营报》,2000. 5. 30。
[31]张庭兵,《革命之伞、虎狼与快刀》,《21世纪经济报道》,2001. 10. 8。
[32]弘道工作室编著,《网络营销》,人民交通出版社,2000. 4。