军转民背景下长航液控民品渠道问题探究+SWOT分析
关键词 工业品营销 军转民 军工企业 渠道
毕 业 论 文 外 文 摘 要
Title The research on the channel about the Changchun hydraulic control limited company on the background of army turn civilian.
Abstract
In developing the inclusion of background, how to build a civilian goods sales channel and separate and military sales channel, is a system problem. Military enterprise generally have a long history, technical stronger core competitiveness, shoulder national mission, just because of the market economy, the planning system of state-owned mechanism from the influence, not soon get their own position. And the inclusion of joint stock system, such as has been proved to be the path to this paper, the inclusion of product channel construction published point of view. Based on the comprehensive survey on the basis of understanding, using PEST method and potter five competitive forces model analysis, simple expounds the military and civilian goods in the external environment and industry competition environment, SWOT analysis method, the company's market environment, and then puts forward the company marketing channel construction of several Suggestions. The conventional and network marketing combined promotion, and establish good after-sales service system, form the public effects.
Keywords industrial marketing; army turning civilian; military industry; channel
目 次
1 绪论 1
1.1 论文的选题背景 1
1.2 论文的研究意义 2
1.3 国内外的研究概况 2
1.4 研究方法与内容 4
2 渠道相关理论 5
2.1 营销渠道 5
2.2 渠道构成 5
2.3 渠道建设理论 5
2.4 渠道流程图 6
3 长春液压控制有限公司渠道建设现状与问题 7
3.1 渠道建设的必要性 7
3.2 渠道建设的现状 7
3.3 渠道建设面临的问题 7
3.4 渠道建设的规划方案 7
4 春液压控制有限公司的渠道建设 8
4.1 公司外部环境分析 8
4.2 行业竞争环境分析(波特五力模型分析) 10
4.3 长春液压控制有限公司的市场环境SWOT分析 12
4.4 常规营销渠道 13
4.5 网络营销渠道建设 15
5 对长春液压控制有限公司渠道建设的相关建议 16
5.1 推动科技创新进步，提升竞争实力 16
5.2 提高销售团队资质，培育卓越团队 16