资源描述：
《南方宏宇营销渠道策略分析》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。
1、AbstractAsChinasteppedintoaphaseofrapiddevelopmentforheavyindustry,thedieselengine,asacorecomponentforcommercialvehicle,constructionvehicle,powergeneratorandmarinevehicle,enteredintoatrendofhomogeneouscompetitionsincetechnologybroughtbyforeigncapitalnolongermonopolize.Playersinengin
2、eindustrycompetedinareaslikemarketexploration,productionscale,servicenetwork,newtechnologyandevenininternationalmarket.Therefore,itisimportanttopromoteitsabilityinmarketingchannelexplorationandmanagementtomeetmarketdemandfordiversifiedsaleschannels.Takingintoaccountthecurrenttoughtr
3、endofengineindustry,thepaperanalyzesexistingmarketingchannelsofNanfangHongyuEngineCompanybasedonindustryenvironment,availableresourcesandproposesmanagementelevationformarketingchannels,sothattraditionalchannelswilltransfertomodemchannelssuccessfully.Facingtheopportunitiesandadjustme
4、ntsofengineindustry,thepaperstudiescurrentbusinessenvironmentandfuturetrendforNanfangHongyubyusingMichaelPortefsFiveForcesModel,BostonModel,SWOTanalysisandMarketsegmentationwhileabsorbingdatafromindustryassociations,OEMfeedback,etc.Thecollectionofvoicesfromseniormanagers,front-lines
5、ellersandenginedealersprovidedeepunderstandingofexpectationsontheroleofmarketingchannelsfrombothinsideandoutsidecompany.Withmultipledataanalysisfrominsidecompanylikesales,KPI,qualityandfinancewhilecombiningNanfangHongyuowncharacteristics,thepaperproposesamid-longtermstrategyformarke
6、tingchanneldesignandmanagement,sothatachannelmanagementsystemwillbeestablishedtoguaranteefeasibleimplementationofchannelmanagementandprovideasolutiontofallofmarketshareandsalesvolume.ThusthechanneldealersandNanfangHongyuwillbearealstrategically,fromco-existtodeveloptogether.Keywords
7、:MarketingchannelPerformancereviewDealermanagement摘要IAbstractII图目录IV表目录V1绪论1.1选题的背景11.2研究的目的及意义11.3相关理论综述31.4木文的基本框架及研究方法72营销环境与渠道管理现状分析2.1环境分析92.2现状分析152.3营销渠道存在的问题213营销渠道策略制定3.1营销渠道模式策略253.2经销商管理策略措施304营销渠道策略实施的保障4.1持续优秀渠道管理作法424.2未来发展的保障43结束语52致谢54参考文献55图目录图1・1波特五力分析模型5图1.2BCG模型图
8、6图1.3SWOT模型图6图1.4论文
