LCA阀门公司营销渠道优化研究论文.docVIP

LCA 阀门公司营销渠道优化探索 摘 要 阀门做为通用机械产品，广泛应用于国民经济的各个重要领域。 随着国内阀门行业竞争情况日趋激烈，国产阀门普遍处于中低端的的 价格竞争之中。而在中高端市场，尤其是象在核电项目、“西气东输” 和石油化工成套装置中，核心控制部分的控制阀门几乎都是国外品牌 控垄断。众多国产阀门企业都面临营销渠道建设方面的难题，还无法 摆脱低价低质的经营模式，没有能力整产品结构。如何加强他们营销 渠道上的竞争力来提升国产阀门的整体水平，成为了一个非常迫切需 要解决的难题。 本文将具有国产阀门制造企业代表性的 LCA 阀门公司做为研究 对象，首先分析主要产品-控制阀的市场状况，包括宏观经济和技术 层面，以及微观的竞争环境、消费者状况和公司现状分析，然后通过 营销渠道和价值网分析等理论，又对公司目前营销渠道存在的问题进 行深入细致的研究，提出了符合公司自身实际情况的营销战略目标和 营销渠道的优化方案，并制定了检验该方案实施效果的评估方法。 本文提出的营销渠道优化方案中结合了本人在营销活动中的实 践经验，再加上对于 LCA 阀门公司和其控制阀产品的个人认识，其 中提及的有关营销渠道结构和渠道成员功能调整的方案，作为一种新 的营销渠道探索思路，可以为其他工业品企业的营销渠道建设提供借 鉴。 关键词：营销渠道，控制阀，营销渠道优化,价值网 THE RESEARCH OF LCA VALVE COMPANY FOR OPTIMIZATION OFMARKETING CHANNEL ABSTRACT As one tape of general machinery products, valves have been widely used in many pillar industries of national economy.With the increasingly competition in China domestic valve market, most of manufacturers took part in vicious competition by low price policy in low-mid end market. But in mid-high end market, especially in nuclear power stations projects,west-east natural gas transmission project and petro-chemical  plant equipments, there are  mostly foreign brands products in core  process- control systems. The primary problem of local valve manufacturers is marketing channel construction rather than product structure upgradation. How to improve their competitive power in marketing channel and enhance the industrial level has become the most urgent problem of China valve manufacturers. When the company’s marketing channel can’t provide these  fuctions,  it should be optimized for keeping the continuous  competitiveness in industry.  This thesis analyzed the basic circumstance of lacal  market of LCA  control  valve  product  first,  including  the  marco  environment,industrial technology, the existing problem of LCA , industrial competition status, customer needs and expectations . Through the detail analysis of current issues in LCA’s marketing channel on the basis of comprehensively applying the