西北化工銷售公司NBR產(chǎn)品營(yíng)銷渠道優(yōu)化與管理.pdf

1、蘭州大學(xué)碩士學(xué)位論文西北化工銷售公司NBR產(chǎn)品營(yíng)銷渠道優(yōu)化與管理姓名：張新平申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：工商管理指導(dǎo)教師：董雅麗20091001MBA學(xué)位論文作者：張新平西北化工銷售公司NBR產(chǎn)品營(yíng)銷渠道優(yōu)化與管理ABSTRACTWhogetthe”channel”，whowillgetthewhole，theSUCCESSofmarketingchannelmanagementhasbecomethekeytodeterminingsuc

2、cessthemarket。NorthwestChemicalSalesCompanyNBRproductmarketinghavehadbrilliantachievementsandsuccessfulexperiences，butintheworldundertheimpactofeconomic謝sis，withtheshrinkingmarket，salesarefacinggreatdifficultiesAtthesame

3、time，NBRproductsisstillexpandingproductioncapacity，marketcompetitionbecomesincreasinglyfierceTheimpactofproductmarketinginanumberoffactors，theunreasonablestructure，marketingchannels，marketingchannels，Cannotadapttotheevol

4、utionofthecurrentcompetitivestructureandmarketsituation，theneedsofdevelopmentbecomethetroublednorthwestchemicalsalescompanydecisionmakingandmanagementofthemajorproblemsTherefore，thecurrentproblemsinmarketingchannelsNBR—d

5、epthdetailedanalysisandstudyofitsmarketingchannelstooptimizethedesignofchemicalsalescompanyinNorthwestChinaNBRchannelconstructionandimprovementofsalesperformancehaveallimportantguidingsignificanceInthispapertherelatedthe

6、oriesofmarketingchannelsresearch，summedupenterprisesinthedesignofmarketingchannels，marketingchannels，theadjustment，aswell勰managementandcontrolofmarketingchannelsandthebasisandmethods；theanalysisofNorthwestchemicalsmarket

7、ingcompanyproductmarketingchannels，thehistoryofNBRchange，basedonchemicalsalescompanyfocusingontheNorthwestNBRchannelstatusandproblemsofindepthstudyoftheNBRthatthecurrentstructureofasinglemarketingchannel，channellengthist

8、oolongchanneldensitytoo，andthatthegeographicdistributionofdealersreasonableandthetypeofdistributors，salespracticesdonotmeetcompanyrequirements，dealersandlowsatisfactionwiththecompanysexistingchannelconstructionisakeyissu

9、e；targetedmarketingcompanymadetheNorthwestChemicalNBRproductmarketing，adjustandoptimizestrategy，anditsmanagementandcontrolofmarketingchannelsandputforwardconstructivecommentsTheseindepthstudyandrecommendationsproposedfor

10、thenorthwestchemicalsalescompanytesolvethecurrentdifficultiesfacedbyNBRsoldtoadapttochangesinmarketconditionsisofgreatpracticalsignificancewhilethepetrochemicalindus時(shí)inChina，therearemanycompanysproductsandNBRproductsaref

11、acingmarketenvironment，competitionpatternissimilar，sothisstudycanalsobeotherpetrochemicalenterprisesofChinasmanagementofmarketingchannelswhichprovidesamodeloflearningandexperienceforreferenceKeywords：NBRproducts，marketin