S（中国）有限公司销售渠道整合研究

发布时间：2018-02-16 23:57

本文关键词： S(中国)有限公司销售渠道渠道管理　出处：《广西师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：销售渠道的整合管理已经成为企业在营销过程中获得并占领市场最为重要的核心因素。在企业实现宏伟战略目标的过程中,销售渠道的整合管理具有举足轻重的作用,对于企业的发展、品牌的影响力以及客户的忠诚度有着非常深远的意义。S公司作为全球领先的轴承制造以及销售集团公司之一,在中国成立S(中国)有限公司已经有近百年的历史。但是,随着工业品市场的飞速发展以及竞争对手陆续进入中国,其销售渠道的稳定性和准确性已经成为制约该公司在中国市场发展的瓶颈。当前,S(中国)有限公司在销售渠道的管理上存在着渠道混乱、资源浪费、销售交易成本偏高、客户和员工满意度降低等诸多严重问题,亟需进行销售渠道的整合和组织结构的优化。S(中国)有限公司销售渠道整合方案主要围绕三个核心进行：其一是将S公司目前在中国的销售渠道调整为以S(中国)销售公司为唯一销售渠道的核心,由中国公司统一管理,以销售公司统一销售模式；其二是扩大渠道销售的比例,建立独立的分销渠道并且脱离行业；其三是对现有区域客户和产品进行分类,根据不同类别进行划分渠道种类。新的销售渠道结构主要是对公司内部资源的利用效率进行了优化,同时对渠道的长度和深度进行适当的调整,例如直销分销的比例调整,渠道客户的分类等。为了能够使新的销售渠道整合方案更加贴近市场需求,在实施的过程中需要定期进行客户满意度和员工满意度的调查,确保新方案的有效性,同时,对于反馈结果进行总结并实时调整。
[Abstract]:The integrated management of sales channels has become the most important core factor for enterprises to acquire and occupy the market in the process of marketing. The integrated management of sales channels plays an important role in the process of realizing the grand strategic objectives of enterprises. For the development of enterprises, brand influence and customer loyalty has a very far-reaching significance. S as one of the world's leading bearing manufacturing and sales group companies, SChina Co., Ltd. has been established in China for nearly a hundred years. However, with the rapid development of the industrial products market and the entry of competitors into China one after another, The stability and accuracy of its sales channels have become a bottleneck restricting the development of the company in the Chinese market. At present, there is confusion in the management of the sales channels, waste of resources, and high transaction costs of sales by SSA (China) Co., Ltd. A number of serious problems, such as reduced customer and employee satisfaction, There is an urgent need to integrate sales channels and optimize the organizational structure of Sch (China) Co., Ltd.'s sales channel integration scheme mainly revolves around three core: the first is to adjust S's current sales channels in China to S( China). (the sales company is the core of the only sales channel, Unified management by Chinese companies, unified sales model by sales companies; second, expansion of the proportion of channel sales, establishment of independent distribution channels and separation from the industry; third, classification of existing regional customers and products, The new sales channel structure mainly optimizes the utilization efficiency of the company's internal resources, and adjusts the length and depth of the channel, such as the proportion adjustment of direct sales distribution. In order to make the new sales channel integration scheme more close to the market demand, in the process of implementation, we need to conduct regular customer satisfaction and employee satisfaction surveys to ensure the effectiveness of the new program, at the same time, Summarize feedback results and adjust them in real time.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

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