跨平台網路分銷管理系統對保溫杯品牌效益提升的研究—以膳魔師品牌為例

Abstract

隨著社會經濟的發展，人們的生活水準不斷提高，社會大眾對健康環保的意識不斷提升。在消費升級與工藝改善的推動下，保溫杯被賦予綠色環保、外觀時尚、定制化、智慧化等更多特徵，保溫杯逐漸成為大眾生活中的重要工具，保溫杯行業表現出蓬勃的發展潛力。同時，在互聯網高速發展背景下，網路分銷正成為各企業開展銷售的重要模式，如何充分利用網路分銷管道，更好的提升企業品牌效益，成為企業經營管理中的重要議題。基於上述背景，本研究選取膳魔師作為保溫杯行業的代表企業，對其網路分銷管理平台展開研究。 首先，本研究基於PEST分析、波特五力模型，深入分析了保溫杯行業的宏觀環境與競爭情況。然後，借助SWOT分析法、VRIO模型，深入分析膳魔師的品牌。最後，針對膳魔師網路分銷，提出相應的管理系統搭建與實施，並探討了跨平台網路分銷管理系統給膳魔師帶來的效果。根據上述研究過程，本文發現：當前保溫杯行業的發展受到了國家相關政策支持，並且目前我國社會經濟穩定發展，大眾對健康生活的需求不斷提升，因而保溫杯行業展現出蓬勃的發展潛力；而膳魔師在競爭中佔據有利地位，這主要是因為：一是膳魔師能夠通過優化供應鏈管理，降低對單一供應商的依賴，從而減弱供應商的議價能力。二是膳魔師對消費者也具有較強的議價能力，但隨著替代產品的不斷湧現，膳魔師在保溫杯市場的份額可能受到一定程度的擠壓。三是膳魔師在產品材料、設計與工藝、科技創新、產品保溫性、專利技術、品牌價值、行銷活動能力等方面都表現出價值性，在設計與工藝、專利技術、品牌價值等方面表現出稀缺性，在產品材料、設計與工藝、產品保溫性、專利技術等方面表現出不易模仿性，在產品材料、設計與工藝、產品保溫性、專利技術等方面表現出組織性。四是膳魔師在技術、產品線、設計方面具有一定優勢，在產品同質化與創新、中高端市場定位與價格策略、行銷與品牌推廣策略方面表現出劣勢。但同時不可否認的是，膳魔師當前存在貨源穩定性較低、利潤空間有限，以及物流時效較低等痛點，急需解決。針對於此，本研究為膳魔師提出網路分銷管理系統的搭建與實施，這有利於膳魔師品牌效益、價格穩定性與管道支持性的提升。綜上，本研究認為對於膳魔師，乃至對其他保溫杯企業而言，根據自身實際情況，搭建一套完善、可行的跨平台分銷管理系統具有很強的必要性。而本文無疑將能夠為相關企業在搭建跨平台分銷管理系統上提供參考與借鑒。

With the development of social economy, people's living standards are constantly improving, and the public's awareness of health and environmental protection is constantly increasing. Driven by consumption upgrades and process improvements, thermos cups are endowed with more features such as green environmental protection, fashionable appearance, customization, and intelligence. Thermos cups have gradually become an important tool in people's lives, and the thermos cup industry has shown vigorous development potential. At the same time, under the background of the rapid development of the Internet, network distribution is becoming an important model for various companies to carry out sales. How to make full use of network distribution channels and better improve corporate brand benefits has become an important issue in corporate management. Based on the above background, this study selects Thermos as a representative enterprise in the thermos cup industry and conducts research on its network distribution management platform. First, based on PEST analysis and Porter's Five Forces Model, this study deeply analyzes the macro environment and competition of the thermos industry. Then, with the help of SWOT analysis and VRIO model, the brand of Thermos is deeply analyzed. Finally, for Thermos network distribution, the corresponding management system construction and implementation are proposed, and the effect of the cross-platform network distribution management system on Thermos is discussed. According to the above research process, this paper finds that the current development of the thermos industry is supported by relevant national policies, and at present, my country's social economy is developing steadily, and the public's demand for healthy life is constantly increasing, so the thermos industry shows a vigorous development potential; Thermos occupies a favorable position in the competition, which is mainly because: First, Thermos can reduce its dependence on a single supplier by optimizing supply chain management, thereby weakening the supplier's bargaining power. Second, Thermos also has a strong bargaining power with consumers, but with the continuous emergence of alternative products, Thermos's share in the thermos market may be squeezed to a certain extent. Third, Thermos has shown value in terms of product materials, design and technology, technological innovation, product insulation, patented technology, brand value, and marketing activities. It has shown scarcity in terms of design and technology, patented technology, and brand value. It has shown difficulty in imitation in terms of product materials, design and technology, product insulation, and patented technology. It has shown organization in terms of product materials, design and technology, product insulation, and patented technology. Fourth, Thermos has certain advantages in technology, product lines, and design, but has disadvantages in terms of product homogeneity and innovation, mid-to-high-end market positioning and pricing strategy, and marketing and brand promotion strategy. But at the same time, it is undeniable that Thermos currently has pain points such as low supply stability, limited profit margins, and low logistics timeliness, which need to be solved urgently. In response to this, this study proposes the construction and implementation of a network distribution management system for Thermos, which is conducive to the improvement of Thermos's brand benefits, price stability, and channel support. In summary, this study believes that for Thermos, and even for other thermos cup companies, it is very necessary to build a complete and feasible cross-platform distribution management system based on their actual situation. This article will undoubtedly provide reference and reference for related companies in building a cross-platform distribution management system.