泉州A化工贸易公司产品分销渠道存在问题及对策
发布时间：2018-07-26 12:47
【摘要】：分销渠道作为企业产品销售的主要研究课题之一,由于许多企业没能很好地对其进行规划和设计,以建立更加适合企业自身特点的产品分销渠道,从而对企业的市场开拓和产品销售稳定发展形成限制，这制约了公司的进一步发展。在这种情况下，论文对泉州A化工贸易公司产品市场特点和环境进行了分析，指出了企业目前销售渠道上的问题，，在此基础上，结合渠道理论，提出适用于公司的分销渠道建设方案的对策。 论文源于作者个人的工作经历，通过研究一家从国有体制改制而来的化工企业，该企业虽然在市场经济中逐渐发展调整改进，但公司的分销体系是在开拓市场中自发形成的，存在较大的盲目性，缺乏规划，随着市场经济的进一步发展，竞争加剧，原有分销体系中的种种弊端逐渐显现出来。因此，企业如何去规划、创立并管理好自身的分销渠道显得尤为迫切，这关系到企业的发展和生存。作者希望能通过本文的研究，为企业提供科学的分销渠道建立、管理对策；同时，作者发现国内外的分销渠道理论大部分是针对消费成品市场的研究，在对生产性原材料，特别是化工产品、危险化工产品的研究上相对缺乏。本文希望能在之前的理论研究之上，对危险化工产品的分销渠道进一步加以分析，力求使传统的分销渠道理论能更好地适用原材料和危化品行业。 文章通过理论和实际相结合的分析方法，得出了以下两个结论：一是A公司现有的分销体系存在分销参与者管理、渠道管理和产品价格控制上的不足，这主要是由是企业主要负责人职责不明、权力过分集中，从而使企业缺乏对分销参与者的掌握能力所导致的；二是在对企业如何规划、创建和管理分销渠道中提了出合理安排适合企业的渠道结构方案，加强企业产品渠道成员选择、管理和加强产品分销渠道的控制等方面的建议。
[Abstract]:As one of the main research topics of enterprise product sales, many enterprises fail to plan and design it well in order to establish a more suitable product distribution channel for their own characteristics. Thus, the company's further development is restricted by the market development and the stable development of product sales. In this case, the paper analyzes the market characteristics and environment of Quanzhou A Chemical Industry Trading Company, and points out the problems in the current sales channels of the enterprises. On this basis, combining with the channel theory, This paper puts forward the countermeasures of the distribution channel construction scheme suitable for the company. This paper derives from the author's personal work experience, through the study of a chemical enterprise from the reform of the state-owned system. Although the enterprise has gradually developed, adjusted and improved in the market economy, the distribution system of the company has formed spontaneously in the process of opening up the market. With the further development of market economy and the aggravation of competition, all kinds of malpractices in the original distribution system appear gradually. Therefore, how to plan, establish and manage their own distribution channels is particularly urgent, which is related to the development and survival of enterprises. The author hopes that through the research of this paper, the author can provide scientific distribution channel establishment and management countermeasures for enterprises. At the same time, the author finds that most of the distribution channel theory at home and abroad is aimed at the research of consumer finished product market, which is used to produce raw materials. In particular, the research of chemical products and dangerous chemical products is relatively lacking. This paper hopes to further analyze the distribution channels of hazardous chemical products on the basis of the previous theoretical research, and strive to make the traditional distribution channel theory more suitable for raw materials and dangerous chemicals industry. Through the combination of theory and practice, this paper draws two conclusions: first, the existing distribution system of company A has some shortcomings in the management of distribution participants, channel management and product price control, and the following two conclusions are obtained: first, the existing distribution system of Company A is deficient in the management of distribution participants, channel management and product price control. This is mainly due to the unclear responsibilities of the principal responsible persons of the enterprise and the excessive concentration of power, which makes the enterprise lack the ability to master the distribution participants; second, it is about how the enterprise plans, In the course of establishing and managing the distribution channel, some suggestions are put forward, such as reasonable arrangement of the channel structure suitable for the enterprise, strengthening the selection of the members of the product channel, managing and strengthening the control of the product distribution channel, etc.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F752;F426.72
本文编号：2146057
[Abstract]:As one of the main research topics of enterprise product sales, many enterprises fail to plan and design it well in order to establish a more suitable product distribution channel for their own characteristics. Thus, the company's further development is restricted by the market development and the stable development of product sales. In this case, the paper analyzes the market characteristics and environment of Quanzhou A Chemical Industry Trading Company, and points out the problems in the current sales channels of the enterprises. On this basis, combining with the channel theory, This paper puts forward the countermeasures of the distribution channel construction scheme suitable for the company. This paper derives from the author's personal work experience, through the study of a chemical enterprise from the reform of the state-owned system. Although the enterprise has gradually developed, adjusted and improved in the market economy, the distribution system of the company has formed spontaneously in the process of opening up the market. With the further development of market economy and the aggravation of competition, all kinds of malpractices in the original distribution system appear gradually. Therefore, how to plan, establish and manage their own distribution channels is particularly urgent, which is related to the development and survival of enterprises. The author hopes that through the research of this paper, the author can provide scientific distribution channel establishment and management countermeasures for enterprises. At the same time, the author finds that most of the distribution channel theory at home and abroad is aimed at the research of consumer finished product market, which is used to produce raw materials. In particular, the research of chemical products and dangerous chemical products is relatively lacking. This paper hopes to further analyze the distribution channels of hazardous chemical products on the basis of the previous theoretical research, and strive to make the traditional distribution channel theory more suitable for raw materials and dangerous chemicals industry. Through the combination of theory and practice, this paper draws two conclusions: first, the existing distribution system of company A has some shortcomings in the management of distribution participants, channel management and product price control, and the following two conclusions are obtained: first, the existing distribution system of Company A is deficient in the management of distribution participants, channel management and product price control. This is mainly due to the unclear responsibilities of the principal responsible persons of the enterprise and the excessive concentration of power, which makes the enterprise lack the ability to master the distribution participants; second, it is about how the enterprise plans, In the course of establishing and managing the distribution channel, some suggestions are put forward, such as reasonable arrangement of the channel structure suitable for the enterprise, strengthening the selection of the members of the product channel, managing and strengthening the control of the product distribution channel, etc.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F752;F426.72
【参考文献】
相关期刊论文 前2条
1 ;化工企业如何顺利渡过经济危机[J];粘接;2010年04期
2 陈琦;;中国企业创新模式的转变与转型[J];求索;2012年03期
本文编号：2146057
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