弗兰度公司分销渠道优化研究

发布时间：2018-03-30 03:06

本文选题：分销渠道　切入点：分销渠道优化　出处：《中国地质大学(北京)》2015年硕士论文

【摘要】：随着经济发展不确定性的常态化,营销成本越来越高。分销渠道在一个公司里面的地位越来越重要。很多公司都把分销渠道视为营销的战略资源,是公司市场开发战略中不可或缺的一部分。分析弗兰度公司的分销渠道需要多方面的数据。通过对公司的销售数据整理比较,得出可供参考的报表。再通过对潜在的合作伙伴访谈和评价,评估出潜在合作伙伴中成为代理商的可能性。通过分析弗兰度公司的销售数据,发现弗兰度公司的分销渠道存在一定的问题。主要问题是代理商积极性不高,市场推广不利。对比其他竞争对手和市场需求,代理商浪费了很多市场机会。通过访谈法调查众多潜在合作伙伴,分析与他们合作的可能性。目的是通过调整渠道宽度增加市场覆盖率,引入有限竞争,发掘代理商潜力。通过对分销渠道策略决策分析。探讨分销渠道从独家分销调整为选择分销的方式和方法。由于增加渠道宽度,引入更多的代理商。为有效管理代理商和规范市场行为,需要缩小现有独家代理商的管辖区域。在间接分销渠道负责区域内,所有的代理商都是独家代理。同时增加特殊行业代理商,多渠道并行运转。调整分销渠道策略后,弗兰度公司必须调整其产品策略、促销策略和价格策略。产品定位随国内市场需求进行微调,标准产品定位中档,强调性价比。特殊需求产品主打高端定制。调整促销策略和价格策略,强化分销渠道评价体系,使分销渠道发展更加健康有效。一旦分销渠道优化能按设计方案进行,弗兰度的分销渠道效率一定大幅提高,同时市场占有率必将明显提高。最终实现弗兰度公司和中间商双赢的局面。但是分销渠道的优化需要多方面协调,必须认真规划。渠道优化需要多方面的支持,而且优化效果也需要一段时间才能体现。只有相关各方都齐心协力,最终的优化才能够达到提升分销渠道效率,提高弗兰度中国市场占有率的目的。
[Abstract]:With the constant uncertainty of economic development, marketing costs are becoming higher and higher. Distribution channels are becoming more and more important in a company. Many companies regard distribution channels as strategic resources for marketing. Is an integral part of the company's market development strategy. Analyzing the distribution channels of Frandu requires a variety of data. Through collating and comparing the company's sales data, Obtain reports for reference. Then evaluate the possibility of becoming an agent among potential partners by interviewing and evaluating potential partners. By analyzing the sales data of Frandall, It is found that there are some problems in the distribution channel of Frandu Company. The main problems are that the agent's enthusiasm is not high, the market promotion is unfavorable, and it is better than other competitors and market demand. Agents waste a lot of market opportunities. They survey many potential partners through interviews and analyze the possibility of working with them. The aim is to increase market coverage and introduce limited competition by adjusting channel width. Explore the potential of agents. Through the distribution channel strategy decision analysis. Explore the distribution channel from exclusive distribution to the choice of distribution ways and methods. Due to the increase in channel width, Introducing more agents. In order to effectively manage agents and regulate market behaviour, it is necessary to narrow down the jurisdiction of existing exclusive agents. All agents are exclusive agents. At the same time, the addition of special industry agents, multi-channel parallel operation. After adjusting the distribution channel strategy, the company must adjust its product strategy, Sales promotion strategy and price strategy. Product positioning is fine-tuned according to domestic market demand, standard product positioning mid-range, emphasizing cost-effective. Special demand products focus on high-end customization. Adjust promotion strategy and price strategy, strengthen distribution channel evaluation system, Make the distribution channel development more healthy and effective. Once the distribution channel optimization can be carried out according to the design plan, the efficiency of Flando distribution channel will be greatly improved. At the same time, the market share will be obviously increased. Finally, the win-win situation between Frandus and middlemen will be realized. However, the optimization of distribution channels needs to be coordinated in many ways and must be carefully planned. Channel optimization requires support from many aspects. It also takes some time for the optimization effect to be realized. Only with the concerted efforts of all parties concerned, the final optimization can achieve the purpose of improving the efficiency of distribution channels and increasing the market share of Frandu China.
【学位授予单位】：中国地质大学(北京)
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.86

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