混合渠道背景下涂料行业门店管理策略--以三棵树厦门市场为例  

Store management strategy in coating industry under the background of mixed channel-Taking the market of 3Trees in Xiamen as an example

作　　者：李震 李少伟 Li Zhen;Li Shaowei(School of Business,Putian University,Putian,Fujian,351100)

机构地区：[1]莆田学院商学院,福建莆田351100

出　　处：《市场周刊》2021年第12期37-39,共3页Market Weekly

基　　金：莆田学院2020年度引进人才科研启动项目“响应性主动服务行为及其作用机制研究”(项目编号:2020008)资助。

摘　　要：互联网的快速发展给涂料行业的渠道建设带来影响,线上引流、线下交易成为涂料行业的新常态。现阶段,涂料行业门店存在品牌方管理缺乏、管理模式陈旧、人员素质偏低、门店间竞争激烈、竞争手段单一等一系列问题。文章以三棵树厦门市场为例,运用实地调研和访谈相结合的方法,收集分析三棵树厦门市场20余家门店的经营管理状况,发现涂料品牌企业应该对门店采用分级分类管理,不断完善区域市场管理团队的人员配备,建立智慧门店,实施动销活动支持和新媒体营销。本研究对涂料行业进一步完善门店管理有一定的经验借鉴作用。The rapid development of the Internet has brought influence to the channel construction of the coating industry,online drainage and offline transaction have become the new normal of the coating industry.At the present stage,there are a series of problems in paint industry,such as lack of brand management,outdated management mode,low quality of personnel,fierce competition among stores and single means of competition.Taking the market of 3Trees in Xiamen as an example,this paper applies the method of combination of field survey and interview,collects and analyzes more than 20 stores of 3Trees in Xiamen market operation and management status,found that paint brand enterprises should adopt classified management,improve the staffing of regional marketing management team,establish smart stores,implement marketing activities and new media marketing.This study can be used for reference to further improve store management in coating industry.

关 键 词：涂料行业 三棵树 渠道管理 门店管理 

分 类 号：F713.5[经济管理—市场营销]