摘要在大力发展军转民的大背景下，如何建立民品销售渠道并区分开与军品销售渠道，是一个系统问题。军工企业普遍具有历史较久、技术较强等核心竞争力，肩负国家使命，只是在市场大潮中因为国有机制、计划体制遗留的影响，没有很快找准自身的位置。而军转民、股份制等路径已经被实践证明是好办法，本论文针对军转民产品的渠道建设发表一点看法。本文在全面调研了解的基础上，运用PEST法和波特五力分析模型，简单的阐述了军品和民品大体的外部环境和行业竞争环境，运用SWOT法分析了公司的市场环境，从而提出公司营销渠道建设的几点建议。将常规和网络营销进行组合式推广，并建立良好的售后服务体制，形成口碑效应。7980
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 军转民背景下长航液控民品渠道问题探究+SWOT分析:http://www.751com.cn/jingji/lunwen_6147.html