德尔地板营销渠道研究-工商管理专业论文.docx

德 尔 地 板 营 销 渠 道 研 究 摘 要 随着我国经济的快速发展，企业间的竞争日趋激烈，传统4P中的产品、价 格、促销同质化现象日趋严重，企业在这三个领域往往很难确立自身的核心竞 争力，而4P中的营销渠道就成为企业追求热点，并且在企业发展中起着越来越 重要的作用。 木地板行业作为在中国发展历史不长的行业，在经过10多年的发展，目前 已成为建材领域中较为成熟的产业，但行业内企业整体竞争力不强，企业的竞 争力只存在相对优势而无绝对优势，从行业数据来看，目前木地板行业前20名 的企业所占的市场份额不到 40% ，产品同质化现象严重，价格战也日趋激烈， 各厂家都在寻求自身竞争力，以避免红海竞争，所以渠道竞争力逐渐被各地板 企业所关注。 本文简要地阐述了研究背景，研究目的和意义，介绍了营销渠道的相关概 念；对中国木地板行业营销渠道的几种模式进行比较，指出了各自的优缺点； 分析了德尔地板有限公司营销渠道的模式及其演变；指出了该公司在营销渠道 方面面临的问题，如：渠道成员中的短视行为对市场整体销售的影响、渠道演 变中遗留下的资源浪费和终端关系不稳定问题等，提出了加强渠道管理与纵深 建设、加快物流体系的建设等对策。 关键词： 德尔地板营销渠道，营销渠道模式，经销制 Study on marketing channel of Der flooring company ABSTRACT With China s rapid economic development , competition between enterprises is becoming increasingly fierce, the traditional 4Ps :product, price, promotion, are more homogenization, and enterprises in these three areas are often difficult to establish their own core competencies, while 4Ps marketing channels on the hot pursuit of enterprise, and it plays an increasingly important role. Wood flooring industry have a short history in China, after 10 years of development, the field of building materials has become a more mature industry , but the whole enterprise less competitive within the industry, the enterprises have the relative advantages no absolute advantage, according to the data, the current wood floor of the top 20 companies occupies the market share less than 40% market share , product homogeneity is serious, the price war has become increasingly fierce, the manufacturers are looking for their own competitive to avoid the Red Sea competition , therefore many floors enterprise pay attention to their channel competitive power . This article briefly describes the research background, purpose and meaning, introduced the concepts of marketing channels; marketing channels of China wood floor comparison of several models , pointed out their advantages and disadvantages; analyze Der floor Co., Ltd. Marketing channels model and its evolution; point out Der the problems which f