方太集团营销渠道的冲突与管理

方太集团营销渠道的冲突与管理

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大小:1.56 MB

页数:63页

时间:2019-03-03

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1、宁波大学硕士专业学位论文MarketingchannelconflictandmanagementofFOTILECo.,LtdAbstractR&DandinnovationcapabilityofChinesedomesticapplianceindustrygenerallylackstoday,resultinginproductbecamestandardizedandhomogenizedmoreandmore.Atthesametime,accompanyingtheprosperityofe-commercechan

2、nels,leadingto“pricewar”formarketaggravatingterriblemoreandmore.But“pricewar”costtheexpenseofprofits,sothedirectresultofreducedprofits,willreducebusinessinvestmentinmarketingmanagement,researchanddevelopment,technologyimprovement,etc.Anditwillresultinthesubsequentlacko

3、fbranddevelopmentpotential.Accordingtotheweaknessofbranddevelopmentdirectlythreatenthebusinessperformance,whichisresultinginaviciouscycleindustryboggeddown.Sohowtoreducecostswhileincreasesalesandprofitsforeachappliancemanufacturers,becomeanunavoidableproblem.Todaymarke

4、ting,technology,price,…andservicebecomehomogenizedmoreandmore,thefastestandmostdirectandeffectivemethodisthepossessionofchannelresources,whichcanincreasesalesandreducecosts.Sotheboundofmanyappliancemanufacturersmakethelimitedchannelresourcesmoreprecious.Andthechannelco

5、ntention,makingthechannelofthescarcityofmiddlementurntobethedominantpartyoftheindustrychain.Powerimbalancesinevitablyleadtochannelconflictsbetweenmanufacturersandbrokers.So,thestudyofthechannelconflictandmanagementdomesticapplianceindustrymarketingmeansgreatreferencesi

6、gnificance.MarketingchannelconflictsofFOTILEGroupisthemainobjectofthispaper,accordingtovisitingtochannelmembers,thispaperdescribesthevariouschannelconflictduringthedevelopmentsofFOTILE,analysisthechannelconflictofFOTILEfromthepastandexistingmarketingchannelsbytheoriesa

7、ndevidence,describestheirstrengthsandweaknesses,whichcanbeextracted.Thefirstpartisanintroduction,thesecondpartintroducesthetheoriesofchannelconflictandmanagement.andthethirdchapterdescribesFOTILE’smarketingchannelsystemandconflictsabove,andsubdividedconflictsintothreev

8、ertical:horizontalconflict,verticalconflictandcross-channelconflict.Thefourthchapteristheuseoftheorywithpracticalmeth

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