喜利得公司电动工具销售渠道优化策略的研究

发布时间：2018-08-03 20:34

【摘要】：本文旨在研究中国电动工具行业中跨国企业的销售渠道策略,通过对全球电动工具行业领先企业喜利得集团中国公司市场销售策略的深入研究,来分析电动工具行业中不同跨国企业的渠道策略问题。在文中通过对喜利得公司外部市场环境分析,内部组织架构和人员配置的分析,过往经营历史的分析,找到喜利得公司渠道问题的根本原因是跨国企业的组织文化和中国市场特点之间的冲突。然后运用市场渠道管理理论和组织行为学理论,并采用SWOT分析法和因果分析法,结合实际情况,创立新型的销售渠道模型,并制定相应的实施细则和评估方法,从而来解决喜利得公司在电动工具行业销售渠道的不足。通过本研究可以发现,企业在开拓他国市场时,其设立的子公司不仅仅要研究当地的市场、中间商、客户、竞争者等,更要注意的是来自母公司成功经验的影响,要使用适合当地市场同时也能发挥自身优势的政策和方针。
[Abstract]:The purpose of this paper is to study the marketing channel strategies of multinational enterprises in the power tools industry in China. To analyze the channel strategy of different multinational enterprises in power tools industry. In this paper, through the analysis of the external market environment, the internal organizational structure and the staffing of the company, the past business history is analyzed. The root cause of the problem is the conflict between the organizational culture of multinational enterprises and the characteristics of Chinese market. Then using market channel management theory and organizational behavior theory, and using SWOT analysis and causality analysis, combined with the actual situation, to create a new sales channel model, and formulate the corresponding implementation rules and evaluation methods. So as to solve the lack of sales channels in the power tools industry. Through this study, it can be found that when an enterprise exploits the markets of other countries, its subsidiaries should not only study local markets, intermediaries, customers, competitors, etc., but also pay attention to the influence from the successful experience of the parent company. Use policies and guidelines that suit the local market and at the same time give play to your own strengths.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.6;F274

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