江苏巨龙水泥集团有限公司营销渠道研究

论文标题:江苏巨龙水泥集团有限公司营销渠道研究
On the Administrative Discretionary Power of the Customs
论文作者 侯健
论文导师 钱敏,论文学位 硕士,论文专业 工商管理
论文单位 南京理工大学,点击次数 2,论文页数 54页File Size2731k
2004-05-01论文网 http://www.lw23.com/lunwen_20003687/ 水泥;市场营销;渠道;战略
Cement;Marketing;Channel;Strategy
江苏巨龙水泥集团有限公司是一家大型水泥生产企业，企业所面对的内外部环境都发生着巨大的变化，激烈的市场竞争使企业不得不重新考虑战略设计问题。而随着市场资源争夺的加剧，营销渠道越来越成为各厂家争夺的焦点，建立何种营销渠道结构及采用什么样的渠道管理方法是公司面临的重要决策。本文在营销渠道理论的基础上，结合企业的实际情况，对如何构建营销渠道战略优势展开探讨。文中首先对企业的渠道演进及面临的问题进行阐述，并对巨龙公司的行业背景、市场环境和内部环境进行了分析，以便对企业的渠道战略背景有一定了解。其次，对巨龙公司现阶段的营销渠道战略进行了设计。再次，对营销渠道的控制、管理与维护进行了理论结合实际的分析和研究，系统地探讨了创建营销渠道战略的途径。最后，通过关系营销渠道理论的研究，强调企业要保持长期的营销渠道优势，需建立关系型的营销渠道战略，探讨了建立关系型营销渠道的方法。
Jiangsu Ju Long Cement Group Co.,LTD is a large cement manufacturer, facing changes from both insidesand outsides. It has to redesign its strategy because of the intense ofcompetition. And with the scramble of the resources of market, thecontrol of distribution has become more and more important tomanufactures. It is important decision to manufacturers how toestablish marketing channel and manage it.The thesis is a discussion onmarketing channel strategy advantage, basing on Marketing Channeltheory and the enterprise reality. Firstly, the author introduces theevolution of Ju Long"s marketing channel, analyzes the physicalenvironment of market and industry, including introduction of theinternal environment of the enterprise for readers" understanding ofbackground of marketing channel strategy. Secondly, the author makes acareful analysis and study on the problems of distribution withinbuilding ceramics industry. Thirdly, the author theoretically andpractically analyzes the control, management and maintenance ofchannels of distribution, studies systematically the approach ofestablishing marketing channel strategy. Finally, the author emphasizesthat an enterprise should seek long term cooperation with members ofmarketing channel and integrate marketing channel to keep a sustainablemarketing channel advantage through study on relationship marketingchannel theory, discusses the approach establishing relationshipmarketing channel.