工业品跨区域销售问题的研究

发布时间：2018-05-13 21:09

本文选题：工业品营销 + 工业品制造商　；参考：《首都经济贸易大学》2013年硕士论文

【摘要】：近年来，工业品的流通在我国经济建设中所占比重越来越大。但是对于工业品营销的专题理论研究确和工业品所占经济比重不成正比，，尤其是在工业品营销领域中常见的跨区域销售问题研究更是凤毛麟角，很难找到能够对工业品营销的跨区域销售工作有借鉴意义的文献资料和处理方法。很多工业品制造企业在实际工作中归纳总结了一些管理跨区域销售的经验和办法，却因为市场环境，客户类型等诸多因素不能相互借鉴。笔者总结自己十余年的工业品销售经验，站在工业品制造商的角度，将工业品销售流通环节中的利益体群体进行了划分，从不同利益群体对跨区域销售问题的不同态度进行分析，辅以在实际工作中遇到的三个真实且棘手的跨区域销售案例的说明，将跨区域销售问题简化为不同利益群体之间的利益冲突。根据利益群体的相关性，将跨区域销售冲突分为横向渠道之间的冲突与垂直渠道之间的冲突并提出不同冲突之间的解决方案。这些解决方案从实际工作中汇总而来有的已经在实际工作中加以使用，有的限于一些客观条件暂时停留在书面。但是这些解决方案能被工业品制造商加以借鉴，根据不同的客观市场条件加以选择组合使用，会给工业品制造企业在解决跨区域销售这个问题带来积极影响。
[Abstract]:In recent years, the circulation of industrial products in China's economic construction accounts for an increasing proportion. However, the research on the special topic theory of industrial products marketing is not directly proportional to the proportion of industrial products in the economy, especially in the field of industrial products marketing, the common cross-regional sales research is even rarer. It is difficult to find literature and processing methods that can be used for reference in cross-regional sales of industrial products. Many industrial manufacturing enterprises have summed up some experiences and methods of managing cross-regional sales in practical work, but many factors such as market environment, customer type and so on cannot be used for reference from each other. The author summarizes his ten years of industrial product sales experience, stands in the industrial product manufacturer's angle, divides the benefit group in the industrial product sale circulation link, The analysis of different attitudes of different interest groups on cross-regional sales issues is supplemented by the explanation of three real and difficult cross-regional sales cases encountered in practical work. The cross-regional sales problem is simplified as a conflict of interest between different interest groups. According to the relevance of interest groups, the cross-regional sales conflict is divided into horizontal channel conflict and vertical channel conflict. These solutions are summed up from the actual work and some have been used in the actual work, others are limited to some objective conditions and stay in writing for the time being. However, these solutions can be used by industrial manufacturers and combined according to different objective market conditions, which will have a positive impact on industrial products manufacturers in solving the problem of cross-regional sales.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F424

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