施耐德电气公司分销商管理研究

发布时间：2018-05-18 13:14

本文选题：施耐德电气 + 综合布线　；参考：《吉林大学》2013年硕士论文

【摘要】：分销商是指专门从事将商品从生产者转移到消费者的活动的机构和人员，当这些分销商的活动产业化以后，分销业也就形成了。分销商渠道的选择直接影响公司其他营销的决策。分销系统作为一种关键性的外部资源，其建立通常需要若干年时间并且不会轻易改变。对于大量从事分销活动的公司来说，分销系统代表着公司政策和实践活动以及公司义务的承诺。本论文将以施耐德电气（中国）有限公司（以下简称：施耐德电气）能效管理部的分销商管理业务发展状况为研究对象，在历经集团架构调整、部门重组、业务体系变换以及市场变化等状况，分析优势，总结不足，把握机会、规避风险，规划并管理分销商渠道未来的发展方向及工作重心,是施耐德中国新战略部署中非常重要的一笔，也是能效管理部能否屹立的重要基石。施耐德电气作为全球500强企业之一，不仅仅是全球知名的电气品牌，也是倡导绿色未来的解决方案供应商。能效管理部作为施耐德电气战略转型计划中主要的增长点之一，也是施耐德电气解决方案中不可或缺的重要组成部分，随着集团业务的不断发展以及新战略目标的确定，在中国市场，如何合理设计综合布线领域专业化的架构体系，配备专业的市场及技术支持团队，发展一支忠诚稳定的销售团队及配合度高的分销商队伍将会是实现既定目标的有利保障。目前，由于能效管理部刚刚成立，对于其销售起着重要意义的分销商体系，却存在着部门过渡阶段的通病，如缺乏有效的系统管理，质量良莠不齐，区域数量不均匀，窜货问题时有发生等问题，这些状况严重影响着分销商队伍的健康发展，并制约着能效管理部前进的步伐。本文首先介绍了施耐德电气集团及能效管理部的发展历程和市场现状，以及分销商管理在其中所处的位置及状态，总结其存在的问题，继而对整个分销商体系进行了系统的分析，包括综合布线行业状况、竞争对手的优势劣势以及业务架构体系建设等方面，通过数据分析及市场业务的实际情况，制定出适合业务发展的分销渠道模式，确定分销商创建及管理的标准，应用什么样的方式方法管理分销商体系及KPI考核措施。进而达到强化渠道建设，筛选优质分销商，完善产品技术标准，扩大产品的市场需求，调动分销商的积极性，稳固品牌在布线行业中的位置并持续健康的发展，并通过SWOT分析方法及理论来进行论证分析得到结论。本篇论文的目的，通过理论的分析及业务的实践，建立一套科学适用的施耐德电气分销商管理体系，实现对分销商的规划、建设、开发、控制、支持、激励等手段，确保能效管理部门销售目标以及市场目标的实现，进而维护施耐德集团在综合布线领域全球战略目标的实现。
[Abstract]:Distributor refers to the organization and personnel specialized in transferring goods from producer to consumer. When the activities of these distributors are industrialized, the distribution industry will form. The choice of distributors'channels directly affects the company's other marketing decisions. As a key external resource, distribution system usually takes several years to establish and will not change easily. For a large number of companies engaged in distribution activities, the distribution system represents a commitment to corporate policy and practice, as well as corporate obligations. This thesis will focus on the reseller management business development of energy efficiency management department of Schneider Electric (China) Co., Ltd. Business system changes and market changes, analysis of advantages, summary of shortcomings, seize opportunities, avoid risks, plan and manage the future direction and focus of distributors' channels, Schneider China's new strategic deployment is a very important, but also an important cornerstone of the Department of Energy efficiency Management. Schneider Electric is one of the top 500 companies in the world. It is not only a global famous electric brand, but also a solution supplier for green future. As one of the main growth points in Schneider Electric's Strategic Transformation Plan, Energy efficiency Management Department is also an indispensable and important part of Schneider Electric's solution. With the continuous development of the Group's business and the determination of new strategic objectives, In the Chinese market, how to design a professional architecture system in the field of integrated cabling, with professional market and technical support team, The development of a loyal and stable sales team and a high degree of cooperation of distributors will be a good guarantee to achieve the set goals. At present, because the Department of Energy efficiency Management has just been established, the distributor system, which plays an important role in its sales, has some common problems in the transitional stage of the department, such as the lack of effective system management, the uneven quality and uneven quantity of the region. There are some problems such as channeling goods, which seriously affect the healthy development of distributors and restrict the progress of energy efficiency management department. This paper first introduces the development history and market status of Schneider Electric Group and Energy efficiency Management Department, as well as the position and status of distributor management, and summarizes the existing problems. Then the whole distributor system is systematically analyzed, including the situation of the integrated wiring industry, the advantages and disadvantages of the competitors, and the construction of the business architecture system, etc., through the data analysis and the actual situation of the market business, The distribution channel model suitable for business development should be worked out, the establishment and management standard of distributors should be determined, and what methods should be applied to manage distributors system and KPI examination measures. In order to strengthen the channel construction, select high-quality distributors, perfect the technical standards of products, expand the market demand of products, mobilize the enthusiasm of distributors, stabilize the position of brands in the wiring industry and develop continuously and healthily. The conclusion is obtained by SWOT analysis method and theory. The purpose of this paper is to establish a scientific and applicable management system of Schneider Electric Distributor through theoretical analysis and business practice, so as to realize the planning, construction, development, control, support and encouragement of distributors. Ensure the achievement of sales targets and market targets of the energy efficiency management department, thereby maintaining the global strategic objectives of Schneider Group in the area of integrated wiring.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.61;F713.31

【共引文献】