宝塔山公司分销渠道模式研究

发布时间：2018-11-19 20:29

【摘要】：在涂料市场如火如荼的竞争局面下,外来品牌的竞争以及客户多样化的需求,迫使各公司从市场上,技术上、以及服务上不断的寻求改变,以满足顾客的需求。在“得渠道者得天下”的今天,分销渠道在企业经营活动中所起的作用则是显而易见的,宝塔山公司在面临外来品牌的大举进攻以及自身分销渠道逐渐不足的现状下,对分销渠道也逐步进行了改革,本文以宝塔山公司的分销渠道为研究对象,结合市场营销的相关理论,引入相应的动态股权的相关理论,提出新的分销渠道模式,确保提升宝塔山公司分销渠道的运营效率。本文首先从分销渠道的相关理论出发,阐述了分销渠道的基本概念,分销渠道的作用以及分销渠道管理研究的演进以及研究的相应成果,在此基础上,分析了宝塔山公司分销渠道的现状,探讨了宝塔山公司分销渠道的管理体系,提出了宝塔山公司分销渠道存在的问题及其原因,并且根据企业现有产品的应用领域分领域分行业来设立项目部,做到项目专项管理,专项管理专业化的管理模式。其次,为了提升销售人员的积极性,针对新的模式引入动态股权的理论,提出新的项目部由业务员进行参股。一方面提升了销售人员的积极性,一方面也增强了销售人员的责任心。这样的方式在改变宝塔山目前销售队伍积极性不高,销售人员素质参差不齐的方面有一定的借鉴作用。最后,针对新的模式,从人力资源、资金保障、信息化等方面提出了相应的保障措施,确保新的模式顺利有效的运行。通过对分销渠道的改善,确保了宝塔山公司在细分市场,渠道下沉方面的有效性,从而提升了宝塔山公司在市场上的竞争力,达到了客户满意、企业竞争力提高、企业形象全面提升的目的。
[Abstract]:In the competitive situation of paint market, the competition of foreign brands and the diversified demands of customers force companies to constantly seek changes in the market, technology and service to meet the needs of customers. In today's world, the role of distribution channels in the business activities of enterprises is obvious. In the face of the large-scale attack of foreign brands and the gradual shortage of their own distribution channels, Baota Mountain Company is facing the situation that its distribution channels are gradually insufficient. The distribution channel has also been reformed step by step. This paper takes the distribution channel of Baotashan Company as the research object, combines the relevant theory of marketing, introduces the relevant theory of the corresponding dynamic equity, and puts forward a new distribution channel model. To ensure the operation efficiency of the distribution channel of Baota Mountain Company. In this paper, the basic concept of distribution channel, the function of distribution channel, the evolution of research on distribution channel management and the corresponding results of the research are first expounded from the relevant theory of distribution channel. This paper analyzes the present situation of the distribution channel of Baotashan Company, probes into the management system of the distribution channel of the company, and puts forward the problems and reasons of the distribution channel of the company. And according to the enterprise existing product application domain to set up the project department according to the profession, achieves the project special management, the special management specialized management pattern. Secondly, in order to promote the enthusiasm of salespeople, the paper introduces the theory of dynamic equity into the new model, and puts forward a new project department in which the salesmen participate in the stock. On the one hand to enhance the enthusiasm of sales staff, on the other hand, enhance the sense of responsibility of sales personnel. Such a way to change the current Baota Mountain sales team enthusiasm is not high, the quality of sales personnel are uneven aspects of a certain reference. Finally, in view of the new mode, put forward the corresponding safeguard measures from the aspects of human resources, fund guarantee, information, etc., to ensure the new mode to run smoothly and effectively. Through the improvement of the distribution channel, the effectiveness of Baotashan Company in subdividing the market and sinking the channel has been ensured, thus enhancing the competitiveness of Baotashan Company in the market, achieving customer satisfaction and improving the competitiveness of the enterprise. The purpose of overall promotion of corporate image.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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