Please use this identifier to cite or link to this item: https://rsuir-library.rsu.ac.th/handle/123456789/2977
Title: Study of channel optimization of G Tyre company in the new retail format
Other Titles: 新零售业态下的G 轮胎公司渠道优化研究
Authors: Tianyu Tang
metadata.dc.contributor.advisor: Li Can
Keywords: Retail trade -- Management;Marketing channels;Retail trade
Issue Date: 2024
Publisher: Rangsit University. Library
Abstract: G Tire Company, a global leader in tire manufacturing, rapidly expanded its offline retail network upon entering the Chinese market. However, traditional offline retail faces challenges, with the emergence of “new retail” integrating the internet with physical stores. Rising “new retail” firms like TuHu have impacted G Tire's traditional channels, prompting a need for a “new retail” transformation. This paper reviews literature on “new retail” and the tire industry, analyzing the industry’s development and transformation. Based on research and distribution channel theory, a four-element model for “new retail” channel analysis is proposed. The surveys and analysis revealed issues such as e-commerce impact, dense urban channels, and lack of brand diversity due to data shortages. Improvement strategies include channel coordination, product enhancement, traditional channel optimization, and management upgrading.
metadata.dc.description.other-abstract: G 轮胎公司是全球领先的轮胎制造企业之一,在进入中国市场后,其线下零 售网络迅速扩张。然而,近年来,传统的线下实体零售行业面临着越来越大的挑 战,而“新零售”模式,即互联网与实体零售行业的融合,已经成为转型的趋势。 途虎等“新零售”企业在轮胎行业的崛起给G 轮胎公司的传统线下渠道带来了巨 大的冲击,因此,G 轮胎急需进行“新零售”转型。 本文对国内外的“新零售”和轮胎行业的文献进行了综述,深入分析了G 轮 胎所在行业的发展现状和转型环境。基于当前研究成果和分销渠道管理理论,提 出了新零售背景下渠道管理分析的四要素模型。通过对G 轮胎公司现状的介绍, 并结合零售店和消费者两个方面的问卷调查和统计分析,发现了电商对传统零售 销售的冲击、城市渠道过于密集以及大数据缺乏品牌多样性等问题。最后,根据 理论框架提出了改进对策建议,包括渠道协同、产品改进、传统渠道优化和渠道 管理升级等方面
Description: Thesis (MBA (Business Administration)) -- Rangsit University, 2023
metadata.dc.description.degree-name: Master of Business Administration
metadata.dc.description.degree-level: Master's Degree
metadata.dc.contributor.degree-discipline: Business Management
URI: https://rsuir-library.rsu.ac.th/handle/123456789/2977
metadata.dc.type: Thesis
Appears in Collections:InCC-BA-M-Thesis

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