红蜻蜓集团有限公司营销网络建设研究.docVIP

红蜻蜓集团有限公司营销网络建设研究 分类号 S107 密级UDC 学 位 论 文 题 名 红蜻蜓集团有限公司营销网络建设研究The Research On The Construction Of MarketingNetwork In Red Dragonfly Group Co Ltd 陈跃铃 作 者 姓 名 吴志军 指导教师姓名MBA 申请学位级别 专 业 名 称 工商管理论文提交日期 论文答辩日期学位授予单位和日期 答辩委员会主席 评阅人 二?一?年十月 摘 要 近年来,伴随着我国国内市场的进一步开放,国外众多企业纷纷进入中国市 场,使国内诸多企业面临前所未有的挑战和考验。通过研究我们可以发现,我国 鞋类行业的企业,尽管在技术等方面不具有竞争优势,但是,我们毕竟占据地利 优势,我们的生产基地、物流中心都具有本土化优势。所以,本文认为,在技术、 品牌等处于劣势的情况下,我们想要快速提高核心技术,或短期内提升自身品牌 价值是很困难的。但是我们发挥地利优势建立完善的营销网络却是较为可行,也 是较为有效的一种方法。因此,本土企业如何建立完善、合理、科学的营销网络, 在营销渠道方面塑造自身核心竞争力,是我们面对的一个重要问题,同时更是发 挥国内企业地利优势,在最终市场取得胜利的重要出路。 本文主要从红蜻蜓集团有限公司经营环境、营销网络诊断评估、营销网络建 设的战略构想及配套措施等方面进行研究和探讨,结合 MBA学习课程对红蜻蜓集 团有限公司现有营销网络体系进行诊断并提出自已的建议。关键词:鞋业企业;营销网络; 营销渠道;配套措施 1 Abstract In recent years, along with the further opening of the domestic market, many enterprises have to enter the Chinese market, make domestic many enterprises face unprecedented challenges. Through the study, we can find our shoes industry, although not in the technical aspects of competitive advantages, but, after all, we occupy the land of our production base, and logistics center with localized advantages. Therefore, the author argues that in technology, brand of the disadvantage of the circumstances, we want to rapidly improve the core technology, or short-term enhance brand value is very difficult. But we play the advantage of being perfect marketing network is feasible, but also an effective method. Therefore, how to establish and improve local enterprises, rational and scientific marketing network, marketing channels in shaping their core competitiveness, in the us is an important problem facing, also is being played in domestic enterprises, finally the important way to win the marketThis article mainly from the red dragonfly group limited company operating environment, marketing network evaluation, the marketing network construction strategy conception and supporting measures are studied and discussed, the combination of red MBA course dragon