德尔地板营销渠道研究

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德尔地板营销渠道研究

摘要

随着我国经济的快速发展，企业间的竞争日趋激烈，传统 4P 中的产品、

价格、促销同质化现象日趋严重，企业在这三个领域往往很难确立自身的核心

竞争力，而 4P 中的营销渠道就成为企业追求热点，并且在企业发展中起着

越来越重要的作用。

木地板行业作为在中国发展历史不长的行业，在经过 10 多年的发展，

目前已成为建材领域中较为成熟的产业，但行业内企业整体竞争力不强，企业

的竞争力只存在相对优势而无绝对优势，从行业数据来看，目前木地板行业前

20 名的企业所占的市场份额不到 40% ，产品同质化现象严重，价格战也

日趋激烈，各厂家都在寻求自身竞争力，以避免红海竞争，所以渠道竞争力逐

渐被各地板企业所关注。

本文简要地阐述了研究背景，研究目的和意义，介绍了营销渠道的相关

概念；对中国木地板行业营销渠道的几种模式进行比较，指出了各自的优缺点；

分析了德尔地板有限公司营销渠道的模式及其演变；指出了该公司在营销渠道

方面面临的问题，如：渠道成员中的短视行为对市场整体销售的影响、渠道演

变中遗留下的资源浪费和终端关系不稳定问题等，提出了加强渠道管理与纵深

建设、加快物流体系的建设等对策。

关键词：德尔地板营销渠道，营销渠道模式，经销制

Study on marketing channel of Der flooring company

ABSTRACT

With China' s rapid economic development , competition between enterprises is becoming

increasingly fierce, the traditional 4P's :product, price, promotion, are more homogenization, and

enterprises in these three areas are often difficult to establish their own core competencies, while 4P's

marketing channels on the hot pursuit of enterprise, and it plays an increasingly important role.

Wood flooring industry have a short history in China, after 10 years of development, the field of

building materials has become a more mature industry , but the whole enterprise less competitive within

the industry, the enterprises have the relative advantages no absolute advantage, according to the data,

the current wood floor of the top 20 companies occupies the market share less than 40% market share ,

product homogeneity is serious, the price war has become increasingly fierce, the manufacturers are

looking for their own competitive to avoid the Red Sea competition , therefore many floors enterprise

pay attention to their channel competitive power .

This article briefly describes the research background, purpose and meaning, introduced the

concepts of marketing channels; marketing channels of China wood floor comparison of several models ,

pointed out their advantages and disadvantages; analyze Der floor Co., Ltd. Marketing channels model

and its evolution; point out Der the problems which faces in the marketing channel aspect, such as :

channel member’s superficiality behavior to the whole market sale’s influence; the channel evolves under

the resources waste and the terminal relations unstable question ; propose strengthens on the channel

management and construction , speed up distribution system construction.

KEYWORDS: Der flooring marketing channels ；Marketing channel

mode ；

Distribution system

第一章绪论.............................................................................................. 1

1.1 研究背景.............................................................................................. 1

1.2 研究目的和意义................................................................................. 1

1.3 研究内容和方法................................................................................. 1

1.3.1 研究内容...................................................................................... 2

1.3.2 研究方法...................................................................................... 2

第二章营销渠道概述...................................................................................... 3

2.1 营销渠道概念...................................................................................... 3

2.2 营销渠道功能...................................................................................... 3

2.3 营销渠道结构...................................................................................... 4

2.3.1 层级结构...................................................................................... 4

2.3.2 宽度结构...................................................................................... 5

2.3.3 系统结构...................................................................................... 6

2.4 营销渠道设计...................................................................................... 8

2.4.1 营销渠道设计概念.................................................................... 8

2.4.2 渠道设计考虑因素.................................................................... 8

2.5 营销渠道管理...................................................................................... 9

2.5.1 营销渠道管理概念.................................................................... 9

2.5.2 营销渠道管理内容.................................................................... 9

第三章中国木地板行业营销渠道模式分析............................................... 11

3.1 代理制营销渠道模式......................................................................... 11

3.1.1 代理制营销渠道概念................................................................ 11

3.1.2 代理制营销渠道优点................................................................ 12

3.1.3 代理制营销渠道缺点................................................................ 12

3.2 买断制营销渠道模式......................................................................... 12

3.2.1 买断制营销渠道概念................................................................ 12

3.2.2 买断制营销渠道优点................................................................ 12

3.2.3 买断制营销渠道缺点................................................................ 13

3.3 直营制营销渠道模式......................................................................... 13

3.3.1 直营制营销渠道概念................................................................ 13

3.3.2 直营制营销渠道优点................................................................ 13

3.3.3 直营制营销渠道缺点................................................................ 13

3.4 经销制营销渠道模式......................................................................... 13

3.4.1 经销制营销渠道概念................................................................ 13

3.4.2 经销制渠道模式类型................................................................ 14

3.5 典型企业营销渠道模式.................................................................... 15

3.5.1 圣象营销渠道模式.................................................................... 15

3.5.2 升达营销渠道模式.................................................................... 16

第四章德尔地板营销渠道模式分析............................................................ 18

4.1 德尔国际地板有限公司简介............................................................ 18

4.1.1 发展历程...................................................................................... 18

4.1.2 品牌塑造...................................................................................... 18

4.1.3 组织架构...................................................................................... 19

4.1.4 产品结构...................................................................................... 20

4.1.5 营销策略...................................................................................... 21

4.2 德尔地板营销渠道............................................................................. 21

4.2.1 德尔地板营销渠道模式............................................................ 21

4.2.2 德尔地板营销渠道管理和运营............................................... 23

4.2.3 德尔地板营销渠道模式的演变............................................... 28

4.3 德尔地板营销渠道面临的问题....................................................... 32

4.3.1 渠道成员间的短视行为对市场整体销售的影响................ 32

4.3.2 渠道演变中遗留下的资源浪费和终端关系不稳定问题. . . 33

4.3.3 物流体系不健全对终端零售市场影响.................................. 34

4.3.4 建材连锁渠道销售短板问题日益突出.................................. 34

第五章德尔地板营销渠道发展的对策....................................................... 36

5.1 加强渠道管理与纵深建设................................................................ 36

5.1.1 加强渠道管理............................................................................. 36

5.1.2 加强渠道纵深建设.................................................................... 37

5.2 推进渠道扁平化工作......................................................................... 37

5.3 健全与完善物流体系......................................................................... 38

5.4 加强与连锁建材卖场间的战略合作............................................... 39

第六章总结与展望.......................................................................................... 40

6.1 本文的主要内容................................................................................. 40

6.2 本文的不足与展望............................................................................. 40

参考文献................................................................................................................ 41

特别声明................................................................................................................ 43

插图清单

图2-1 营销渠道层级结构图............................................................................. 5

图2-2 营销渠道系统图...................................................................................... 7

图3-1 总经销制结构图...................................................................................... 14

图3-2 多家经销制结构图.................................................................................. 15

图3-3 圣象集团营销渠道模式图..................................................................... 16

图3-4 升达集团营销渠道模式图..................................................................... 17

图4-1 德尔集团组织结构图............................................................................. 19

图4-2 木地板生命周期曲线图......................................................................... 20

图4-3 德尔地板早期渠道模式图..................................................................... 22

图4-4 德尔地板现行渠道模式图 .....................................................................

图4-5 德尔集团业务流程图 .............................................................................

表格清单

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摘要：

德尔地板营销渠道研究摘要随着我国经济的快速发展，企业间的竞争日趋激烈，传统4P中的产品、价格、促销同质化现象日趋严重，企业在这三个领域往往很难确立自身的核心竞争力，而4P中的营销渠道就成为企业追求热点，并且在企业发展中起着越来越重要的作用。木地板行业作为在中国发展历史不长的行业，在经过10多年的发展，目前已成为建材领域中较为成熟的产业，但行业内企业整体竞争力不强，企业的竞争力只存在相对优势而无绝对优势，从行业数据来看，目前木地板行业前20名的企业所占的市场份额不到40%，产品同质化现象严重，价格战也日趋激烈，各厂家都在寻求自身竞争力，以避免红海竞争，所以渠道竞争力逐渐被各地板企业所关注。本文简...

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