JP公司数控机床西北区营销渠道策略研究.pdfVIP

万方数据 万方数据 万方数据 万方数据 西安理工大学工商管理硕士学位论文 the demand for numerically-controlled machine tool from various industries, the automotive industryisthemainsourceofdownstreamdemandforthenumerically-controlledmachinetool industry,thefollowedoneistheaerospacefield,andthelastconeisconstructionmachineryand moldindustries.Theirproportionofconsumptionrespectivelyaccountsfor42%,18%,15%and 10%.The northwestern region of China is mainly a gathering place for aerospace and other military industrial enterprises. In recent years, the intelligent transformation ofthese military industrialenterpriseshascreatedopportunitiesforthemachinetoolindustry. Conducting field surveys on JP Company and combining relevant literature, this paper analyzesboththeNorthwestdistrictofJPCompanyandthecurrentstatusandproblemsofits marketing channel in Northwest district, and it provides constructive suggestion for the optimization of its marketing channels. Firstly, it introduces theory about channel marketing andsummarizesthedomesticandforeignviewsonchannelmarketing.Secondly,basedonthe current situation of JP’s channel marketing, it analyzes the reasons and summarizes the problems.Thirdly,itoptimizesthedesignofJP’schannelmarketingstrategythroughanalyzing the results of the questionnaire survey and so on. Finally, it formulates relevant supporting measuresonthebasisoftheformulatedchannelmarketingoptimizationstrategy. The thesis study can provide JP companies with meaningful and effective channel strategies, and it also has a certain reference value for themarketing strategy formulation of othersimilarcompanies. Keywords JPcompany;Environmentanalysis;MarketingChannelStrategyresearch 【 】 III 万方数据 目