向往公司营销渠道管理研究

华中科技大学硕士学位论文向往公司营销渠道管理研究姓名：杨俊锋申请学位级别：硕士专业：工商管理指导教师：田志龙20080426IIIAbstractThecompanyhasobtainedincompetitiveadvantageswithmoreandmoredifficultiesbyproducts,priceandsalesforthepastyears.Marketingchannelsbecameanimportantfactortohelpenterprisemaintaincompetitivestrength,somanagementofmarketingchannelswasconsequentialtooperatingofcompany.Thewriterofthisessayfoundouttheproblemsofmarketingchannelsandsuggestedmethodsandmeasurestosolvethem,bystudyingthecurrentsituationofchannelsmanagementofGuidecompany.Firstly,thewriterreviewedthetheoriesofmarketing,marketingchannelsmanagementandconflicts,whichweresuggestedbyscholarsinwesterncountries.Secondly,thewriterdetailedexternalmanagementenvironmentandchannelstructureofGuidecompanyinaccountofthesetheories.Thestudyfounditschannelstructuredidnotmatchwithmacro-environmentandprofessionenvironmentinChinacurrently,asaresult,itwasnecessarytoregulateitfollowingdevelopmentofnewchannels.Thirdly,theessaydiagnosedandanalyzedthechannelmanagementofGuidecompanyintheaspectsofchoiceofdealer,channelsconflicts,actuatingpatternandsoon.ThefindingsdemonstratedthatGuidecompanyshouldevaluateddealerswithquantificationstandardandanalyzetherealstrengthofdealersthoroughlyutilizingweighingstandardtechniques.TheanalysisofactuatingmodeofGuidecompanypointedoutthisactuatingmeasuresdidnotsatisfythedealersduringdifferentperiods.Guidecompanymodifiedtheactuatingmeasuresandsetupdifferentactuatingmeasurestoachievethelargestincentiveactiononthebaseofdifferentrequirementofit.Atlast,theessayanalyzedtheprocessofchannelconflicts,andpointedoutthiscompanyshouldutilizeadvantageousconflictstopromotedealerstoexpandsalesandreinforcetheirrealstrength.Keywords:MedicalequipmentChannelmanagementChannelssconflictGuidecompany20084262006426111.1[1]80BCT7%~10%6%15%~20%1.1.120906~72.7%~4.4%33.58[2]40%1999200492251995120019961300199713701999153067200525002006260025[3]11[4]1.1.214%15%MRICTBXDR2%7%50%~60%101[5]31.1.31328177643001995500016%~20200158800430146125200316100[6]1.2204[7]BLEASEMBA1.31.3.11.3.21251.3.34P622.12.1.12050·12“”“”2060“4Ps”“”[9]2.1.211964“”197574Ps(Product)(Price)(Place)(Promotion)4Ps[10][11]2·(TimAmblem)“4Ps’1“4Ps”2“”“”[12]“4Ps”82.1.3(price)(promotion)(place)123[13]92.22.2.1[14][15]“”2.2.219162020602090101(1916)195419732(1969)1969[38]32090[16]“”““”112.2.31123412523..4132.32.3.1“”[20]1142[21]2.3.3[22]123415[24]1633.13.1.11994BLEASE1997X2001BLEASE.8017ABC3-13-13.1.2()()()[25]1123ABC18421GDP2.32005313211.5%8.8%293811.3%8.6%1.2%20209.90/07.2%0.7%[26]312419[27]3.1.311987192200050015%5700300056050[28]80%2120SARS21/53()3170%2213.1.41231234223.212343.31232343.4112“”342456212522644.11[29]2723[30]284.2[31]29“”[32]304.312144.4[37]313255.15.1.15.1.21[38]25.25.2.1335.2.20—10[39]5-15-1(1—10)10.1520.1530.1540.1050.0560.0570.1080.1090.15101.00345.35.3.15.3.2355.45.4.1365.4.2[40]37123438MBA!2008439[1]..[2]..[3],..,2005(11):34-36[4].:[].:,2002.2[5]..,2006(4):34-36[6]...:,2006:586-590[7]DavidP.HowYouManageYourDistributionPortfolio.BusinessMarketing,CrainCommunicationInc.,June1989:54[8],,..,2007(1):40-42[9]...11.:,2004.10[10]...[11]Bery,L.L.,Parasuraman,A.MarketingServices.NewYork:TheFreePress,1991:45-68[12]Rosenbloom,B.MarketingFunctionsandtheWholesale.DistributionResearchandEducationFunction,1987:73-78[13]..,2000(2):23-30[14]Stern,L.W,AnsaryA.L.Customerdrivendistributesystems.HaruardBusinessReview,Auguest1987:34-41[15]Rossenbloom,B.Channelsmanagement,inBaker,MichaelJ.ed,CompanionEncyClopediaofMarketing.London:Routledge,1995:551-559[16].,..2..:,2004:108-114[17]...6.,.:40,2002:87-102[18]·M.·..:,2006.11[19],,..:,2003:234-266[20]..6.:,2003:173-180[21]Brown,J.R.,Day,R.L.Measuresofmanifestconflictindistributionchannels.JournalofMarketingResearch,1981,18:263-274[22],..,2001(2):29-31[23],,..,2004(5):53-56[24]Walker,B.AnEmpiricalInvestigationofConflictManagementandOrganizationalPerformance.JournalofMarketing,2001,65:117-132[25]Jaworski,B.J.,Macinnis,D.J.Marketingjobsandmanagementcontrols:towardaframework.JournalofMarketingResearch,1980,26:406-419[26]..:,2006:114-120[27].:[].:,2002,5[28]..:,2002(4):15-16[29][],..2),.:,2002:351-360[30],..,2001(5):65-66[31]Morgan,R.M.,Hunt,S.D.Thecommitment-trusttheoryofrelationshipmarketing.JournalofMarketing,1994,58:20-38[32]Hunt,S.D.,Nevin,R.M.Thecommitment-trusttheoryofchannelsmarketing.JournalofMarketing,1984,48:21-36[33],..,2002(9):33-35[34].:.,2004(1):4127-29[35],..:,2000:201[36]Gaski,J.Thetheoryofpowerandconflictinchannelsofdistribution.JournalofMarketing,1984,48:9-29[37]Kevin,B.ConflictManagementinmarketingchannels:abroadenedperspective.JournalofMarketing,2002,66:78-98[38]..,2002(12):20-22[39],..,2003(7):56-58[40],..,2002(4):14-17向往公司营销渠道管理研究作者：杨俊锋学位授予单位：华中科技大学本文读者也读过(6条)1.姜玉洁.吴艳丽厂商行为对经销商窜货行为的影响研究[期刊论文]-商场现代化2006(22)2.蔡振华.吕廷杰电信业属地化营销的改进研究[期刊论文]-生产力研究2009(10)3.姬爱国企业如何选择经销商[期刊论文]-河南商业高等专科学校学报2004,17(5)4.蒋生权广西联通宽带接入业务创新模式研究[学位论文]20095.姜顺良石化仪器仪表行业营销渠道研究[学位论文]20076.姜峰电子元器件在中国大陆市场的营销与渠道管理的研究[学位论文]2005本文链接：