产业市场企业选择营销渠道的研究
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摘要
企业如何才能更好地应对日益恶劣的竞争环境,有效地提升企业自身的核心竞争力,已经成为决定企业生死存亡的关键因素。而核心竞争力不仅体现在特定的技术和诀窍上,更体现在企业对整个渠道的有效建立和管理方面。在当今企业经营绩效的创造中,营销渠道处于举足轻重的地位。
渠道管理己经成为整个营销界的一大营销难题,而在关于营销渠道的理论研究方面,无论是从研究数量的多少,还是研究技术的成熟程度,渠道研究远远不及其它营销因素受到人们的重视,正是由于这种现实情况,本文也才有了现实意义。
企业如何选择营销渠道及模式并使之与企业整体发展战略相匹配,为企业保持高效发展做贡献;促进企业整体营销战略的优质运行;使企业在竞争激烈的市场中处于领先;使企业能够借助营销渠道短时期难以被其他企业复制和替代,得以改良和发展企业的核心竞争力。
本文从产业市场选取一家低压电器产品的生产企业的案例来讨论其是如何选择营销渠道及模式。本文对上述产业市场行业背景和市场环境进行分析,然后综合产业发展的预测分析来确定营销渠道选择战略。本文首先通过深入分析市场特点和行业背景,结合该电器厂的实际情况,总结出该低压电器厂的SWOT分析图;然后分析企业现有营销模式的优缺点,详细阐述该企业如何选择适合的营销渠道及模式;最后提出立体模式的营销渠道,并对其包含的竞争策略,分销商管理模式,销售模式,服务模式,塑造品牌策略等进行详细说明。本文着重结合实际案例进行深入阐述。
通过本文对该低压电器企业选择营销渠道及模式的研究,希望能对产业市场企业选择适合自身发展的营销渠道及模式有一定的借鉴作用。
How to rethink enterprises marketing strategies? It becomes a key factor in their survival. The competitiveness is reflected not only in a specific technology, even more apparent in establishment and management of effective business channel. Marketing scholars make important contribution to the business performance.
Channel management became a difficult problem in marketing. On the marketing channels of theoretical research, either from the number of research or technical level, far less than other channels of marketing research. So, our research have a practical significance.
How to choose marketing channels and models? It should match to overall development strategies, contribute to development, promote overall marketing strategy operation, let enterprises being in a leading position in the competitive market and improve the core competitiveness. So enterprises can avoid to be reproduced and replaced by other enterprises in short period of time.
The paper selected a enterprise of low-voltage apparatus from the industry markets and discuss how the enterprise choose its marketing channels and models. The paper analyses background on the industry and forecast industrial development to determine the strategic marketing channels. First, the paper analyses market characteristics and actual situation of the enterprise, to sum up the SWOT analysis chart. Then it discusses the advantages and disadvantages of the existing marketing model and elaborated how to select the appropriate model of marketing channels. Finally, it sums up the three-dimensional model of marketing channel, and elaborate its competitive strategy, distributors management, sales model, the service model, shaping brand strategy. This paper elaborates base on the actual case.
Research on a enterprise of low-voltage apparatus, which chooses the model of marketing channels. It is hopes to be considered as a reference to other industrial enterprises when they choose their own marketing channels.
渠道管理己经成为整个营销界的一大营销难题,而在关于营销渠道的理论研究方面,无论是从研究数量的多少,还是研究技术的成熟程度,渠道研究远远不及其它营销因素受到人们的重视,正是由于这种现实情况,本文也才有了现实意义。
企业如何选择营销渠道及模式并使之与企业整体发展战略相匹配,为企业保持高效发展做贡献;促进企业整体营销战略的优质运行;使企业在竞争激烈的市场中处于领先;使企业能够借助营销渠道短时期难以被其他企业复制和替代,得以改良和发展企业的核心竞争力。
本文从产业市场选取一家低压电器产品的生产企业的案例来讨论其是如何选择营销渠道及模式。本文对上述产业市场行业背景和市场环境进行分析,然后综合产业发展的预测分析来确定营销渠道选择战略。本文首先通过深入分析市场特点和行业背景,结合该电器厂的实际情况,总结出该低压电器厂的SWOT分析图;然后分析企业现有营销模式的优缺点,详细阐述该企业如何选择适合的营销渠道及模式;最后提出立体模式的营销渠道,并对其包含的竞争策略,分销商管理模式,销售模式,服务模式,塑造品牌策略等进行详细说明。本文着重结合实际案例进行深入阐述。
通过本文对该低压电器企业选择营销渠道及模式的研究,希望能对产业市场企业选择适合自身发展的营销渠道及模式有一定的借鉴作用。
How to rethink enterprises marketing strategies? It becomes a key factor in their survival. The competitiveness is reflected not only in a specific technology, even more apparent in establishment and management of effective business channel. Marketing scholars make important contribution to the business performance.
Channel management became a difficult problem in marketing. On the marketing channels of theoretical research, either from the number of research or technical level, far less than other channels of marketing research. So, our research have a practical significance.
How to choose marketing channels and models? It should match to overall development strategies, contribute to development, promote overall marketing strategy operation, let enterprises being in a leading position in the competitive market and improve the core competitiveness. So enterprises can avoid to be reproduced and replaced by other enterprises in short period of time.
The paper selected a enterprise of low-voltage apparatus from the industry markets and discuss how the enterprise choose its marketing channels and models. The paper analyses background on the industry and forecast industrial development to determine the strategic marketing channels. First, the paper analyses market characteristics and actual situation of the enterprise, to sum up the SWOT analysis chart. Then it discusses the advantages and disadvantages of the existing marketing model and elaborated how to select the appropriate model of marketing channels. Finally, it sums up the three-dimensional model of marketing channel, and elaborate its competitive strategy, distributors management, sales model, the service model, shaping brand strategy. This paper elaborates base on the actual case.
Research on a enterprise of low-voltage apparatus, which chooses the model of marketing channels. It is hopes to be considered as a reference to other industrial enterprises when they choose their own marketing channels.
引文
[1]伯特.罗森布洛姆.营销渠道——管理的视野.第7版.北京:中国人民大学出版社.2006,10
[2]菲利普.科特勒.营销管理.第12版.上海:上海人民出版社.2006,9
[3]查尔斯M.福特雷尔.销售管理.第6版.北京:机械工业出版社.2004,1
[4]谷润池.企业营销渠道的设计及管理研究.沈阳.沈阳工业大学.2004.2-5.21-28
[5]朱玉荣.中小企业营销渠道策略研究.南京.南京理工大学.2004.2-3.25-28
[6]周志敏.低压断路器行业的现状与市场走势.电器工业.2004.8.8-9
[7]姚晴洲,陆波.低压断路器的发展与展望.电器开关.2005.6.45-46
[8]何瑞华,尹天文,周积刚.再论我国第四代低压电器.中国高低压电器特刊.2008.43-48
[9]孙百川,黄玉东,王国权.我国低压电器的现状及发展趋势.沈阳工程学院学报.2005.1.61-63
[10]何瑞华.我国低压电器“十一五”展望.电器技术.2006.6.30-34
[11]崔莉,朱历“十一五”低压断路器发展前瞻.电气时代.2006.5.24-26
[12]肖子永.民营企业集团与家庭作坊:中国低压电器的半壁江山.中国高低压电器特刊.2008.6-9
[13]张汉亚.我国投资发展分析和政策建议.宏观经济管理..2008.6..22-24
[14]杨伟才.“十一五”期间石油和化工行业投资重点解析.宏观经济管理..2007.22.5-9
[15]白杉.输变电设备迎来大发展机遇.电器工业..2007.4.28-30
[16]吴道荣.煤炭经济回顾“十五”与“十一五”展望.能源政策研究.2007.2.15-22
[17]顾宗勤,.化学工业“十一五”期间发展思路.第三届石油和化学工业发展(库车)国际论坛.上海.2006.15-39
[18]孙向远.建材行业基本情况和“十一五”发展的主要目标.能源政策研究.2007.2.15-22
[19]周叔莲.王伟光.“十五”期间的产业结构战略性调整.建材发展导向.2006.6.7-10
[20]俞肖云.“十五”期间工业产业结构影响因素分析与测算.统计研究.2002.2.8-15
[21]王元京.“十一五”时期主要行业投资结构及增长趋势.中国经贸导刊.2006.3.17-19
[22]吴溪淳.中国钢铁工业“十五”发展回顾与“十一五”发展展望.中国钢铁业.2006.5
[23]胡兆光.加大节能降耗力度全面完成“十一五”规划目标.中国电力.2006.1.22-26
[24]杨县宗.论基于网络营销的企业竞争优势研究.上海.上海大学.2007.39-44
[25]原海英.企业营销渠道的创新研究.武汉.武汉理工大学.2002.42-52
[26]雷培莉,李五四等.分销渠道管理学.北京:经济管理出版社.2003
[27]Gary L,Frazier.Organization and Managing Channels of Distribution.Journal of the Acadency of Marketing Science,1999:226-24
[28]Bruce Mallen.Functional Spin-off:A Key to Anticipating Change in Distribution Structure.Journal of Marketing,1973:18-25
[29]For a related discussion see Pallab Paul. Marketing on the internet. Journal of Consumer Marketing 13,1996(4):27-39.
[30]Philip Anderson and Erin Anderson. The New E-Commerce Intermediaries. MIT Sloan Management Review,2002(2):53-62
[31]Joost M.E. Pennings. A marketing-finance approach towards industrial channel contract relationships:a model and application, Journal of Business Research 57 (2004) 601- 609
[32]Rajiv Mehtaa, Alan J. Dubinskyb, Rolph E. Andersonc. Marketing channel management and the sales manager. Industrial Marketing Management 31 (2002) 429- 439
[33]Yi Liu, Yuan Li, Lei Tao,Ying Wang.Relationship stability, trust and relational risk in marketing channels:Evidence from China.2007.1-15
[2]菲利普.科特勒.营销管理.第12版.上海:上海人民出版社.2006,9
[3]查尔斯M.福特雷尔.销售管理.第6版.北京:机械工业出版社.2004,1
[4]谷润池.企业营销渠道的设计及管理研究.沈阳.沈阳工业大学.2004.2-5.21-28
[5]朱玉荣.中小企业营销渠道策略研究.南京.南京理工大学.2004.2-3.25-28
[6]周志敏.低压断路器行业的现状与市场走势.电器工业.2004.8.8-9
[7]姚晴洲,陆波.低压断路器的发展与展望.电器开关.2005.6.45-46
[8]何瑞华,尹天文,周积刚.再论我国第四代低压电器.中国高低压电器特刊.2008.43-48
[9]孙百川,黄玉东,王国权.我国低压电器的现状及发展趋势.沈阳工程学院学报.2005.1.61-63
[10]何瑞华.我国低压电器“十一五”展望.电器技术.2006.6.30-34
[11]崔莉,朱历“十一五”低压断路器发展前瞻.电气时代.2006.5.24-26
[12]肖子永.民营企业集团与家庭作坊:中国低压电器的半壁江山.中国高低压电器特刊.2008.6-9
[13]张汉亚.我国投资发展分析和政策建议.宏观经济管理..2008.6..22-24
[14]杨伟才.“十一五”期间石油和化工行业投资重点解析.宏观经济管理..2007.22.5-9
[15]白杉.输变电设备迎来大发展机遇.电器工业..2007.4.28-30
[16]吴道荣.煤炭经济回顾“十五”与“十一五”展望.能源政策研究.2007.2.15-22
[17]顾宗勤,.化学工业“十一五”期间发展思路.第三届石油和化学工业发展(库车)国际论坛.上海.2006.15-39
[18]孙向远.建材行业基本情况和“十一五”发展的主要目标.能源政策研究.2007.2.15-22
[19]周叔莲.王伟光.“十五”期间的产业结构战略性调整.建材发展导向.2006.6.7-10
[20]俞肖云.“十五”期间工业产业结构影响因素分析与测算.统计研究.2002.2.8-15
[21]王元京.“十一五”时期主要行业投资结构及增长趋势.中国经贸导刊.2006.3.17-19
[22]吴溪淳.中国钢铁工业“十五”发展回顾与“十一五”发展展望.中国钢铁业.2006.5
[23]胡兆光.加大节能降耗力度全面完成“十一五”规划目标.中国电力.2006.1.22-26
[24]杨县宗.论基于网络营销的企业竞争优势研究.上海.上海大学.2007.39-44
[25]原海英.企业营销渠道的创新研究.武汉.武汉理工大学.2002.42-52
[26]雷培莉,李五四等.分销渠道管理学.北京:经济管理出版社.2003
[27]Gary L,Frazier.Organization and Managing Channels of Distribution.Journal of the Acadency of Marketing Science,1999:226-24
[28]Bruce Mallen.Functional Spin-off:A Key to Anticipating Change in Distribution Structure.Journal of Marketing,1973:18-25
[29]For a related discussion see Pallab Paul. Marketing on the internet. Journal of Consumer Marketing 13,1996(4):27-39.
[30]Philip Anderson and Erin Anderson. The New E-Commerce Intermediaries. MIT Sloan Management Review,2002(2):53-62
[31]Joost M.E. Pennings. A marketing-finance approach towards industrial channel contract relationships:a model and application, Journal of Business Research 57 (2004) 601- 609
[32]Rajiv Mehtaa, Alan J. Dubinskyb, Rolph E. Andersonc. Marketing channel management and the sales manager. Industrial Marketing Management 31 (2002) 429- 439
[33]Yi Liu, Yuan Li, Lei Tao,Ying Wang.Relationship stability, trust and relational risk in marketing channels:Evidence from China.2007.1-15