honeywell中国公司imc部营销渠道的分析与重塑-analysis and reconstruction of im c marketing channel of honeywell china company.docx

HONEYWELL 中国公司 IMC 部营销渠道的分析与重塑 摘 要 近年来, 随着市场竞争的日益激烈,越来越多的企业意识到在市场营 销运作中 如果仅仅着重于产品 价格 促销等策略 将很难确保企业在 激烈的竞争中获胜 必须重视营销渠道的作用,努力抓紧渠道建设工作, 才能帮助企业获得长期竞争优势 从而在市场竞争中立于不败之地 实践证明:良好的营销渠道 能够迅速提高企业产品的市场占有率 增加企业收益 促进企业的发展 反之, 渠道不畅往往成为企业发展的桎 梏 科学的营销渠道管理可以为企业带来更高的回报 关注市场营销渠道 并对其进行适当的设计和管理 可以为企业创造出强大的竞争优势 HONEYWELL 公司是一家年销售额达 240 亿美元的全球化公司 它的仪 表曾经帮助美国宇航员成功地登上了月球 尽管如此 在中国市场上, HONEYWELL 工业测量与控制产品也一样遭遇到了强硬对手的激烈竞争 在 残酷的市场争夺战中, HONEYWELL 公司目前在中国的业务出现了诸多问题, 尤其是营销渠道方面, 更是问题重重 本文通过对 HONEYWELL 中国公司工业测量与控制部的营销渠道历史与 现状进行分析 运用渠道管理的有关理论 对 HONEYWELL 公司工业测量与 控制部营销渠道存在的问题提出解决方案,对其营销渠道进行重塑,并提出 渠道管理的一些创新方法 本文的写作目的不仅为解决本公司的营销渠道 问题提供备选方案,也为类似的大型跨国公司在中国市场上的渠道管理提 供借鉴 本文研究的内容主要有: (1) Honeywell 工业测量与控制部营销渠道 历史与现状分析;(2) 营销渠道概述;(3) Honeywell IMC 部营销渠道的重 新设计;(4) Honeywell IMC 部经销商的选择与管理;(5) 有效构建 Honeywell IMC 部营销渠道的新思路 关键词:营销渠道,分析,重塑,新思路 THE ANALYSIS AND RECONSTRUCTION OF THE MARKETING CHANNEL FOR HONEYWELL IMC CHINA ABSTRACT Recently, more and more companies realize that it is difficult for them to win in the hard competing marketing competition now if they only rely on the marketing methods: price, product and promotion. They should pay much attention to the fourth marketing method: place, that is the marketing channel, in order to get long-term advantages in the market. A good marketing channel will help the company to increase their market share rapidly, increase their income and promote their development; on the contrary, a bad channel is usually the bottleneck to a company’ s development. Honeywell is a global company with an annual sales amount of more than 24 billion US$. Its excellent instrument has helped the US astronauts land the Moon successfully. Famous as it is, it has met hard competition in China market now. Much matter occurs during the hard market competition in China, especially the issue of marketing channel. The writer try to make some analysis to the marketing channel of Honeywell IMC China, find some methods to resolve those problems that they have met with, make recon