M公司能效产品分销渠道管理研究

发布时间：2018-03-31 22:25

本文选题：营销　切入点：分销渠道　出处：《北京交通大学》2017年硕士论文

【摘要】：分销是连接制造商和消费者的纽带,是保证产品能够进入市场的重要环节。分销过程包含多个环节,售前的产品销售授权获取、产品仓储和维护管理、商品在本区域内的宣传,售中的商品订单处理,客户信用的分级审核和管理,售后的账款回收、售后服务,以及全程的物流保障。虽然分销是连接制造商和消费者的纽带,但在分销过程中其核心是通过物流、财务、服务方面的优势对产品的增值。因此,面对日趋激烈的竞争,想要在众多制造商中脱颖而出,必须在分销的关键因素物流、资金、分销商方面提升竞争力。M公司在电气自动化市场上具有传统优势,但是随着国内本土企业近年来在电气制造和自动化管理方面人才和技术的高速发展,行业中各公司的位置正发生着变化。像M公司这样的传统型企业的优势已不再明显而劣势正逐渐显现,本土新兴公司由于技术手段和管理方式新颖正迅速的分割着电气制造和自动化市场的蛋糕。因此,对于以M公司为代表的传统企业必须变革管理思路和方式,提升技术水平,探索出新的适应市场需求的发展战略。本文以M公司能效产品分销渠道发展为背景,着重从分销渠道的结构,定价,考核,激励,内部管理等方面分析了 M公司渠道现状,找出其存在的问题并进行了原因分析,利用SWOT工具深度剖析了渠道的优势,劣势,机会与威胁,根据SWOT分析选择了分销渠道优化战略,从渠道结构,渠道成员和内部渠道管理方面对分销渠道进行优化,使其分销系统更完善,提升M公司的综合竞争力。本文将分销渠道理论与电气制造和自动化市场营销状况相结合,对M公司能效产品现有渠道模式进行研究和分析,遵照市场需求动向探索研究M公司能效产品分销渠道的优化,促进M公司能效产品业务在中国的增长。期望本文的研究成果能够为国内同类型企业的分销渠道优化改进提供有益的借鉴。
[Abstract]:Distribution is a link between manufacturers and consumers, is an important link to ensure the products can enter the market. The distribution process includes a number of links, the pre authorization to obtain product sales, product storage and maintenance management, publicity of goods in the region, where the sale of goods orders, customer credit classification audit and management, customer service the recovery of accounts receivable, customer service service, as well as the entire logistics support. Although the distribution is a link between manufacturers and consumers, but in the process of distribution is the core of the logistics, financial services, the advantages of value-added products. Therefore, in the face of increasingly fierce competition, many manufacturers want talent shows itself, must be in the capital logistics, distribution of the key factors to enhance the competitiveness of.M company, the distributor has traditional advantages in electrical automation market, but with the domestic enterprises in recent years in electrical manufacturing The rapid development of automation and management of talent and technology, the company position in the industry is changing. The traditional enterprises like M company has no obvious advantages and disadvantages of the gradually emerging, local companies due to technical means and management mode is new is rapidly dividing the electrical manufacturing and automation market cake. Therefore, as to the M company as the representative of traditional enterprises must change the management ideas and methods, enhance the level of technology, explore new development strategies to meet the market demand. This paper takes the M company efficiency products distribution channel development as the background, mainly from the structure, distribution channels, pricing, assessment, incentive, internal management and other aspects of the status quo of channel of M company, find out the existing problems and analyzes the reasons, analyzes the advantages of the channel, using the SWOT tool depth weaknesses, opportunities and threats, according to the SWOT analysis Choose the distribution channel optimization strategy, from the channel structure, to optimize the distribution of channel members and internal channel management, the distribution system more perfect, enhance the comprehensive competitiveness of M company. The distribution channel theory and electrical automation manufacturing and marketing situation combined with the research and Analysis on the existing channel model of M company energy efficiency products, in accordance with market demand trends to explore the optimization of distribution channels of M company to promote energy-efficient products, growth in Chinese company M energy efficiency products business. Hope this research can provide a useful reference for the optimization of distribution channel improvement of domestic similar enterprises.

【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.6

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