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Residential Central Air-conditjoning System(RCACS) is a new sub—industry of household electronics industry.For the high profits,the competition intensity of this sub·industry is also strong.And today in china,the distribution channels management has been one of the most important things in the management of enterprise.The managers have been keen on how to rebuild the channels.how to balance the powet ofthe channel members and how to communication with the customers through the channels.The management of the distribution has been the key of the marketing management of enterprise.This dissertation is guided by theories such as the distribution channels management,the multidimensional auctions and the game theory.Firstly,this dissertation analyzes the whole status of the RCACS Industry including the background of the industry,the character of the marketing,the character of the customer and the special ofthe selling.Secondly,in order to gain the measut.℃s of selecting channels,the dissertation compares the rule of the agent and the franchiser.Combined with the special of RCACS,it establishes a model of auctions.Using this model,the manager will be able to decide which kind of agent should be chosen.Then,the dissertation establishes two models:2M一2R and lM一1R.nese are used to analyzing the relationship of the channels members,studying the effects of various power relationships in the channel and comparing the different characters of the channels. Finally,this dissertation analysis some concrete problems of the management of the RCACS enterprise,such as the conflicts of the distribution channels,the price system of the distribution and the competition relationship between the online marketing and the tradition marketing.

Key word:Residential Central Air-Conditioning System(RCACS);type of channel power; channels of distribution

住宅中央air-conditjoning系统(小型)是一种新的分业经营家用电子行业。为高利润,竞争强度这一子·行业还强。而在今天的中国,分销渠道管理是最重要的事情之一,企业管理。管理者一直热衷于如何重建channels.how平衡力量的渠道成员和如何与客户沟通的渠道。管理的分布一直是关键的企业营销管理。本文遵循理论等的分销渠道管理,多维拍卖和游戏理论。首先,本文分析全状态的小型产业包括的行业背景,性格特征的市场,客户的特殊的销售。其次,为了获得measut。℃的选择渠道,不他研究比较规则的代理和经销商。并结合特殊的小型,它建立了一个拍卖模型。利用该模型,经理将能够决定哪种剂应选择。然后,本文建立了一个模型:200一R和长征一1r.nese是用来分析渠道成员的关系,研究的影响,各种权力关系的渠道和比较不同人物的途径。最后,本文分析了一些具体问题的管理的小型企业,如冲突的分销渠道,价格体系的分布和之间的竞争关系网络市场营销与传统营销。 关键词:中央空调系统(小型);类型的信道功率;销售渠道

Marketing model strategy is one among the important components of enterprises’ Marketing Mix.111e applicabdity and suitability of marketing model plays a key role for enterprise to achieve its marketing goal.To adapting to the fierce market competition, marketing model should be modified or improved accordingly to fit with its products variety and marketing situation.nle author studies the PROSHOP Marketing model of Daikin(China)Investment Co.Ltd based on the analysis of home-use central Air conditioner industry competition and the marketing channel of other current competitors in this market.n坨author analyzes the marketing model of main global and domestic competitors in this industry such as Haicr,Midea,Crree and

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