建筑机械行业营销渠道模式分析——以章丘h建机公司为例

《建筑机械行业营销渠道模式分析——以章丘h建机公司为例》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、山东大学硕士学位论文CoNTENTSAbstract⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯1Chapter1Introduction⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯51．1BackgroundandSignillcance⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯51．2ResearchMethods⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯61．3ResearchSnllcture⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯61．4ofhmovation⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯6

2、Chapter2RevieHofMarketingCh姗elTheo巧⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．72．1111econc印tofm破etiIlgch锄els趾d劬ctions⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯72．1．1Theconceptofmarketingchannels⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯72．1．2The劬ctionofm破etingch锄els⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯72．2Compositionand哆pesofma]rketingchannels⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯92．2．1．Thecompositionofmarket

3、illgch锄els⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯92．2．2．The邯eofm酞etingcllaIlnels⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯lO2．3．M破etingcha衄els的tegyt11eo巧ofcvol“on⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯122．3．120thcentuⅨ50years弱a”marketingmix”el唧er她oftllefirsttirne⋯⋯122．3．220t11century，tllefirsttimei11the60’s”challIlelstrate斟”conc印t⋯⋯⋯122．3．320thcentury，

4、stressedthechannel90tofacilitatethe⋯⋯⋯132．3．4lllⅡle21stcentuDrbeg锄t0emphasizetllerelationsllipmarketing⋯⋯⋯132．3．5Cllinascholarspresentt11e肌aJysisofne、Ⅳ臼endsiIlch锄IIlels仇l：tegy⋯⋯142．4’I’11emethodusedi11tlletextktroductionto⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯142．4．1SWOTAnaIysis⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯

5、⋯142．4．2PESTAnalysisModel-⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．152．4．3FiveForcesModelPorter⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯152．4．4BCGMatrix⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯15Chapter3China-sconstmctionmachine巧indust巧ofmarketingch锄els⋯⋯⋯⋯163．1AnalysisofCllina-sconstructionmachineDrindustD，⋯⋯⋯⋯⋯⋯⋯⋯⋯16Ⅳ●●山东大学硕士学位论文3．1

6、．1DevelopmentofConstm出0nMaclline巧IIldust巧⋯⋯⋯⋯⋯⋯⋯⋯⋯173．1．2DevelopmentoftowercraneShandong⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯173．1．2．1DevelopmentoftowercraneShandong⋯⋯⋯⋯⋯⋯⋯⋯⋯173．1．2．2towercraJleindust巧inShalldongproblems⋯⋯⋯⋯⋯⋯⋯⋯⋯173．1．2．3ch锄gesintlleiIlduSt叮towercmlleSh锄doI玛⋯⋯⋯⋯⋯⋯⋯⋯⋯183．1．3Market啦Ch枷

7、elstowerc舢eSlmdongAnalysis⋯⋯⋯⋯⋯⋯⋯⋯⋯193．1．3．1tlle哆peofview舶mtllem破etingch衄elstmc眦⋯⋯⋯⋯⋯⋯⋯193．1．3．2Ch锄elmallagementcorl缸．0l劬mmepointofView⋯⋯⋯⋯⋯⋯⋯20Ch印ter4HAnalysisofmd【etingch舢1els⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯214．1HCompanyHisto巧⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯214．2HAmalysisofnl孤-ketingc]}l；毗mels⋯⋯⋯⋯⋯⋯⋯

8、⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯224．2．1Hsta=t惦ofm酞etingch锄nels⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯22