STM公司试验机市场营销渠道策略研究-工商管理专业论文.docxVIP

I I II II STM 公司试验机市场营销渠道策略研究 摘 要 随着外资试验机品牌在中国市场的竞争不断加剧，STM 公司试验机在中国 市场现有营销渠道已越来越不能适应当前的市场竞争与和高速发展中国市场的 需要。因此，设计并构建适合 STM 公司试验机部门中国市场营销渠道的相关策 略具有一定的理论价值和现实意义。 本文详细分析了 STM 公司试验机在中国市场的营销渠道面临的问题，通过 对现有营销渠道问题的探讨，结合公司特点、行业特点与产品特征，并依据营 销渠道建设相关理论，提出了 STM 公司试验机在中国的营销渠道建设解决方 案，同时说明了在方案实施过程中具体的管理、控制、激励与关系管理的方法。 有较强的可操作性，可以为 STM 公司的试验机的管理层解决公司现有的渠道建 设问题提供一个可行的选项。 关键词：试验机；营销渠道；策略；STM 公司 Research on Marketing Channels Construction in the Test Machine Department of STM Company Abstract With the increasing competition in the Chinese testing machine market, the existing marketing channels of the department of STM company is hard to meet the need of the market competition and rapid economic development. Thus, it is meaningful theoretically and practically to study the design and construction of marketing channels for the department of STM company in the Chinese testing machine market. Based on the analysis of the marketing channels theory, this paper analyzed the problems of the marketing channels existing in the department of STM Company in the Chinese testing machine market. Combined with the company characteristics, industry characteristics and product characteristics, this paper presented the marketing channel construction solutions for the department of STM Company in the Chinese testing machine market. Furthermore, the specific management, control, motivation and relationship management approaches were also proposed. The proposed construction solutions and management approaches are very applicable and targeted. So they can provide a viable option to resolve the problems facing by the department of STM Company. Keywords: Testing Machine; Marketing Channels; Strategy; STM Company VII VII VIII VIII 表格目录 表 3-1 STM 试验机部渠道 SWOT 矩阵分析表 18 表 5-1 STM 公 司 试验机 部渠道 支持 架构 29 图表目录 图 1-1 2000 年和 2008 年各厂家市场占有率比较表 2 图 1-2 SWOT 分析模型 4 图 2-1 渠道结构类型 6 图 2-2 一般产品营销的 5 个流 9 图 3-1 2008 年全球市场试验机占有率情况 12 图 3-2 2008 年中国市场试验机占有率情况 13 图 3-3 STM 公司组织结构简图 15 图 4-1 STM 试验机部使用的两种渠道结构 23 图 5-1 马斯洛