Please use this identifier to cite or link to this item: https://rsuir-library.rsu.ac.th/handle/123456789/2978
Title: Building sales channels for new tire brands using strategic management theory : a case study of brand A
Other Titles: 基于战略管理理论的轮胎新品牌销售渠道建设-以A 品牌为例
Authors: Weiguo Yan
metadata.dc.contributor.advisor: Yang Shuchen
Keywords: Product management;Strategic management;Sales management
Issue Date: 2024
Publisher: Rangsit University. Library
Abstract: As competition within the tire industry intensifies, Brand A faces an urgent imperative to enhance its market share through the strategic construction of effective sales channels. This study is grounded in strategic management theory and aims to conduct a thorough analysis of the current situation and challenges facing the sales channels of new A-brand tires and explore feasible optimization strategies. This study takes Brand A tires as an example. By analyzing the current status of marketing channels for Brand A tires, this study proposes an optimization strategy. First and foremost, channel optimization principles should be prioritized. In order to improve channel synergy as well as strengthen incentives for retailers, the study proposes measures such as providing training to enhance store sales capabilities, offering incentives to implement promotional activities, and providing incentives to sell high-profit products. Finally, for the management of cross-channel goods, the study recommends establishing a systematic product sales record and implementing an inspection and supervision system. In summary, this study addresses the challenges present in the sales channels of A-brand tires, focusing on optimizing the layout of physical marketing channels, enhancing channel synergy, strengthening retailer incentives, and improving channel cross-stocking management. The implementation of these strategies is anticipated to enhance the efficiency and competitiveness of Brand A tires' sales channels
metadata.dc.description.other-abstract: 随着轮胎行业竞争的日益激烈,A 品牌迫切需要通过有效的销售渠道建设提 升市场份额。本研究基于战略管理理论,旨在深入分析A 品牌轮胎新品牌销售渠 道的现状与问题,探索可行的优化策略。 本研究以A 品牌轮胎为例,通过对A 品牌轮胎的营销渠道现状进行分析, 揭示了渠道分布不均衡、渠道协同不完善、渠道成员激励效果不佳和窜货管理不 力等问题。基于此,本研究提出优化策略:首先,针对渠道优化原则,本研究提 出了实体营销渠道布局的优化措施。其次,为提升渠道协同,研究建议实施线上 线下渠道产品专供,缩短天猫旗舰店结算周期,并增加实体营销渠道品牌组合。 再次,为加强对零售商的激励,研究提出培训提升店面销售能力、促销活动执行 激励和高利润产品销售激励等措施。最后,针对渠道窜货管理,研究建议构建独 立的窜货管理部门,建立系统的产品销售备案,以及建立巡视督查制度。 综上,本研究针对A 品牌轮胎销售渠道存在的问题,提出了包括实体营销渠 道布局优化、渠道协同提升、零售商激励加强和渠道窜货管理加强。这些策略的 实施将有助于提升A 品牌轮胎的销售渠道效益和竞争力。
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/123456789/2978
metadata.dc.type: Thesis
Appears in Collections:InCC-BA-M-Thesis

Files in This Item:
File Description SizeFormat 
WEIGUO YAN.pdf1.06 MBAdobe PDFView/Open


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.