基于软实力提升的BP润滑油经销商内部管理优化研究

发布时间：2018-08-13 17:39

【摘要】：随着中国汽车市场的快速发展，车用润滑油市场的竞争日益激烈。作为润滑油品牌在本地参与竞争的重要力量，经销商的强弱往往决定了一个润滑油品牌能不能在区域市场内占有优势。与前些年不同的是，随着市场竞争的深入和客户、消费者意识的提升，不同品牌之间经销商的竞争已经跳出了拼资金、拼规模的初始阶段，软实力对于经销商的发展体现出越来越重要的作用。本文以BP公司车辆润滑油经销商为例，从内部优化管理的角度出发，探索提升经销商软实力的最佳方法。随着BP嘉实多品牌在中国市场的发展，，BP的经销商也经历了快速发展的过程，其在经营中的短板逐渐出现，与经销商整合前期不同的是，财力人力等硬性要求已经不再成为经销商发展的主要桎梏，反而是企业制度、市场管理、经营理念、人员管理、渠道控制等方面的软实力成为决定经销商发展前景的重要因素。提升经销商的软实力成为重要的课题，这不仅决定着经销商的发展，也决定着润滑油品牌在当地市场的成败，所以各个润滑油公司对于经销商的管理变得越来越系统化、科学化，手段越来越多样化，在关注经销商进销存的基础上，提升经销商的软实力正成为行业的重要趋势。本文在符合经销商现状的基础上,找出了提升经销商软实力的最佳方法，并利用PDCA方法指导整个优化过程的实施，取得了明显的效果。
[Abstract]:With the rapid development of Chinese automobile market, the competition of automobile lubricating oil market is increasingly fierce. As an important force for lube oil brands to participate in local competition, the strength of dealers often determines whether a lubricating oil brand can occupy an advantage in the regional market. What is different from previous years is that with the deepening of market competition and the promotion of customer and consumer consciousness, the competition among different brands has jumped out of the initial stage of funding and scale. Soft power is playing an increasingly important role in the development of dealers. This paper takes BP Company vehicle Lubricant Dealer as an example, from the angle of internal optimization management, explores the best method to enhance the dealer's soft power. With the development of BP Cashmore brand in the Chinese market, the dealers of BP have also experienced the process of rapid development, and the short board in operation gradually appears, which is different from the early stage of dealer integration. Financial resources and manpower are no longer the main shackles of dealers' development, but the soft power of enterprise system, market management, management idea, personnel management, channel control and so on has become an important factor to determine the development prospects of dealers. Enhancing the soft power of dealers has become an important issue, which not only determines the development of dealers, but also determines the success or failure of lubricating oil brands in the local market. Therefore, the management of dealers by various lubricating oil companies has become more and more systematic. Scientific, more and more diversified means, on the basis of attention to dealers in the sales and storage, to enhance the distributor's soft power is becoming an important trend of the industry. Based on the current situation of dealers, this paper finds out the best method to enhance the soft power of dealers, and uses PDCA method to guide the implementation of the whole optimization process, and obtains obvious results.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F274

【参考文献】