K公司（中国）分销渠道研究与改进

发布时间：2018-10-31 09:24

【摘要】：分销渠道管理作为企业的一项最基本的管理内容，是企业获得长期发展优势的战略要素。本文笔者在查阅大量文献的基础上，通过在K公司多年的实践工作经验，使用多方位、多角度的学习思考方式，把K公司（中国）区分销渠道作为本文的研究对象，在阐述问题提出的背景、研究意义以及国内外研究综述的基础上；研究了分销渠道、SWOT分析的相关理论；概述了K公司（中国）区基本情况，并对K公司（中国）区的分销策略进行了SWOT分析；研究了K公司（中国）区分销渠道目前存在的主要问题，同时针对第四部分所阐述的问题，从不同市场及产品的分销策略差异化管理、合作伙伴参与渠道建设、信息平台共享以及全方位经销商管理和激励方案的建立五方面提出了改进策略。明确企业想要长期的生存和发展，必须依赖其所在的分销渠道系统的协调与效率，从而使K公司中国区分销渠道管理不断的完善和深化。另外，，本文在研究K公司中国的渠道营销问题时，对K公司中国分销渠道目前存在的问题及原因分析有可能不够系统，今后，笔者会与公司内部的相关职能部门以及相关的专业人事进行深入的研究与探讨，从而得出更加准确的分析结论。
[Abstract]:As one of the most basic management contents, distribution channel management is the strategic element for enterprises to gain long-term development advantages. On the basis of consulting a large number of documents, through many years of practical work experience in K Company, using multi-directional and multi-angle learning and thinking methods, the author takes the distribution channel of K Company (China) area as the research object of this paper. On the basis of expounding the background of the question, the significance of the research and the summary of the domestic and foreign research; This paper studies the relevant theories of distribution channel and SWOT analysis, summarizes the basic situation of K Company (China) area, and analyzes the distribution strategy of K Company (China) area by SWOT. This paper studies the main problems existing in the distribution channel of K Company (China) area, and aims at the problems described in the fourth part, from the different market and product distribution strategy differentiation management, partners participate in the channel construction. The information platform sharing and the establishment of all-round dealer management and incentive scheme are discussed in this paper. In order to survive and develop for a long time, the company must depend on the coordination and efficiency of its distribution channel system, so as to make the management of distribution channel in China of K Company perfect and deepen continuously. In addition, when studying the channel marketing problem of K Company in China, this paper analyzes the existing problems and reasons of the distribution channel of K Company in China, which may not be systematic enough. In the future, The author will carry on the thorough research and the discussion with the related function department and the related specialized personnel in the company, thus obtains the more accurate analysis conclusion.
【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】：F274;F426.4

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