中國，最近幾年每年都是以9-10%經濟成長在成長著， 經濟學者們對中國的經濟成長，仍然預測未來10-15年，中國仍然將以每年9-10%的持續高成長，則內需市場亦將持續擴大；從行銷上來看，中國正由“世界的工廠”走向到“世界的市場”，因為中國內需市場的高成長率，已經成為世界主要的高成長消費市場之一。
然而在高成長的市場，市場佔有率是品牌發展的著重點，大多數品牌在中國的行銷管理上尤其著重於佈局渠道的發展與管理；而其中渠道管理更是重點中的重點。因而本論文中將探討的是，如何運用渠道銷售數據來制定市場決策，提升及優化市場行銷的效益。
本研究將以某中國品牌為例，透過其零售點的POS數據，分析並與發現其市場議題，協助市場決策的的制定及行銷策略的擬定。在數據分析上將涵蓋：總體銷售（進/銷/存）分析、零售分析、銷售結構分析，零售點價值分析等四大部分，以銷售數據實際列舉其市場議題，瞭解其現況，並探究其可能的行銷解決方案和市場決策。 / China has been enjoying an annual economic growth of 9–10% in recent years. Economists are predicting that China will continue its growth at 9–10 % per year in the next 10–15 years. In addition, domestic demands will also keep growing. Such a prediction can be interpreted in Marketing terms into the fact that China is transforming from "World's Factory" into "World's Market". China's domestic market has become one of the major consumer markets with high growth in the world.
In a market of high growth rate, market shares of a brand are the focus of brand marketing. Most brands in China focus its marketing efforts on the development and management of channels. Of the two, management of channels is more important. This thesis, therefore will discuss how to determine marketing strategies for their utmost efficiency with the sales statistics gathered from all channels.
This research will be based on the statistics gathered from the POS of a certain brand in China. It will analyze the numbers and discovers points of interests to plan for the strategies for markets. The analysis of the statistics include: Overall Sales Analysis (Purchase/Sales/Inventory), Retail Analysis, the Analysis of sales structures, Analysis of Value at the POS. With these analyses, point of interests, current status can be discovered, marketing solutions and strategies can be made.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0094932418 |
| Creators | 鄭淑蓮, Debbie Jeng |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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