探尋國(guó)有輪胎企業(yè)的解困出路-建立具有競(jìng)爭(zhēng)優(yōu)勢(shì)的營(yíng)銷(xiāo)渠道.pdf

1、對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)碩士學(xué)位論文探尋國(guó)有輪胎企業(yè)的解困出路建立具有競(jìng)爭(zhēng)優(yōu)勢(shì)的營(yíng)銷(xiāo)渠道姓名：程永悅申請(qǐng)學(xué)位級(jí)別：碩士專(zhuān)業(yè)：工商管理指導(dǎo)教師：熊偉2001.4.1ABSTRACTFortensofyeal—sdevelopment，Chinahasbecomeoneofthelargestcountriesoftyt’emanufacturingandconsumingintheworldAndtheannualtyreproductionvo

2、lumeinChinaismorethan100millionpieceswhichisaboutl／1Ooftheworldpl‘eductionAndnowChinaexportsabout25millionpiecesoftyreeachyearBut11tfact，theindustryhasalreadygotintodifficultiesShehasnotbeenabletomakeanynewtypeoftyre，whi

3、chrepresentstheadvancedproductionlevelandtrendintheindustryMorethanhalfofthestateownedlargeandmedium—sizedenl：erprises，themainpartoftheindustry，havesufferedaloss，andtherestisjustaroundthebalancepointThereasonofthepresent

4、difficultiesarenotonlyexternalenvironmentalelementsbutalsointernalproblems，especiallymanagerialproblemsinbusinessadministrationTheonlyresultofthemarketcompetitionisthatthewinnersurvivesandtheloserwithdrawsIftheseenterpri

5、sescouldchangetheirstrategiesandpaymoreattentiontobusinessmanagement，itispossibletobreakawayfromthepresentdifficultiesThewriteranalyzed5forcesoftyreindustryaccordingtoMrMichaelEPorter’StheoryThroughtheanalysisofthesuperf

6、icialphenomenon，thewriterhasidentifiedthekeyproblemiSthattheenterprises’strategyiS“inthemiddle，’ThesolutionidentifiedbythewriteristhattheymustsetupdifferentiatedcompetitiveadvantagesAnotherfindingofthisdissertationisthat

7、themarketingchannelhaslongbeenignoredbytheenterprisesintheindustryThroughanalysisofthepresentmarketingchannelanditsproblem，thewriterstatesthatbecausetheenterpriseshavenotpaidSU插e(cuò)ientattentiontothespecialattributesoftyrec

8、onsumergoods，theirmarketingchannelshavehadmanyproblemsThereplacementmarkethasbecomethemainsourceofsalesandprofitsoftyremanufacturerThedissertationfocusesonthispartofmarketanddiscusseshowtosetupamodelofmarketingchannelwit

9、hcompetitiveadvantagesThroughtheoreticaldiscussionandcaseanalysis，thewriteridentifiesthewaythattheenterprisessetupthechannelThewriteralsodiscusseshowtodeveloptheadvantagesofthechannel，suchasnon—pricecompetitivestrategies

10、，channelpromotion，physicaltransportation，conflictandcooperationchannelapprising。channelsharingande—commerceTheWI。ltelsuggeststheenterpriseschoosesuitablefunctionstostlengththemarketingadvantagesaccordingtotheirowncharact

11、eristics‘ThcWI’iterofthisdissertationiSthefistpersonwhoappliesthethem’Yofcompetitiveanalysisandcompetitiveadvantagestothisspecificindustryoftyre，togetthekeyreasonofdifficultiesoftheindustryandprovideasolutiontosolvethepr