MK公司解决方案销售的渠道激励研究

发布时间：2018-05-16 02:03

本文选题：办公行业 + 复印机　；参考：《华东理工大学》2015年硕士论文

【摘要】：MK公司是一家以“经营多功能一体复合机”为核心事业的跨国企业,其产品性能卓越、功能强大,在办公行业颇具盛名、享誉国际。目前市场上主要的竞争名牌以日系品牌为主,如富士施乐、夏普、东芝、理光等,竞争十分的激烈。其中,有些品牌是以直销销售为主要经营方式,而有些则是渠道销售的经营策略。MK公司采取的正是后者的营销模式,在中国市场发展十余年以来,通过不懈的努力建立了非常强大的、遍布全国二三级城市的渠道网络,培养了一大批忠诚的渠道合作伙伴。然而,随着金融危机、政局变化、政府严控经费等多种因素的影响,复印机行业在近几年惨遭业绩重创,连很多行业佼佼者都面临着巨大的压力。事实上,低价竞争、窜货外流、产品同质化等因素,导致销售传统硬件设备带来的利润已经非常有限,MK公司必须尽快转变思路、寻找出发展的新途径。同行业公司开始将目标锁定于提供整体解决方案、及转型成为“具有价值的增值服务供应商”,使自身成为不可替代的、地位稳固的厂商。对于MK公司来说,这同样是一次发展的良机,MK公司应当以解决方案销售为契机,尽快地探索和制定一套相应的激励策略,鼓励渠道网络内的经销商,来寻求新的销售方向。本文正是在这种行业背景下,以MK公司解决方案的销售为研究对象,运用渠道以及渠道激励等方面的理论,结合MK公司渠道管理及激励的现状,分析了解决方案在渠道开展销售的困难点、未来的发展趋势,最终提出了如何在渠道深化解决方案销售的激励策略。本文提出了围绕经销商的一系列解决方案销售激励策略,其中,包括设定门槛引入经销商参与激励计划,通过成长方案提升经销商经营能力,设立资源与资金、安排培训与激励旅游,建立支持平台、完善解决方案经销商评估制度,提供合理优惠产品价格,共同开发解决方案自有软件等。并且,进一步提出了MK公司解决方案销售的渠道激励支撑策略,通过改善与升级内部组织架构,发布激励经销商的《解决方案合作伙伴计划》等手段,实施对渠道网络内解决方案经销商的一系列激励措施。本文通过全面的研究,希望为MK公司提出一个具有可行性的、解决方案在渠道销售的激励计划,达到厂商、渠道成员、最终用户共赢的目的,并能作为一种崭新的发展思路为办公行业所借鉴。
[Abstract]:MK Company is a multinational enterprise with the core business of "managing multi-function compound machine". Its products have excellent performance and powerful function, and they are famous in office industry and enjoy international reputation. At present, the main competitive brands in the market are Japanese brands, such as Fuji Xerox, Sharp, Toshiba, Ricoh and so on. Among them, some brands take direct sales as the main mode of operation, while others adopt the marketing strategy of channel sales. MK Company has adopted the latter marketing model, and has been developing in the Chinese market for more than a decade. Through unremitting efforts to establish a very strong, all over the country's secondary and tertiary cities channel network, a large number of loyal channel partners. However, with the financial crisis, political changes, the government strictly controlled funds and other factors, the photocopier industry in recent years has been badly hit by performance, even many industry leaders are facing tremendous pressure. In fact, the low price competition, the outflow of goods and the homogenization of products have led to the very limited profit brought by the sale of traditional hardware equipment. MK Company must change its thinking as soon as possible and find a new way of development. Companies in the same industry began to focus on providing overall solutions and transforming themselves into "valuable value-added service providers", making themselves irreplaceable and well-established vendors. For MK Company, this is also a good opportunity for development. MK Company should take the solution sales as an opportunity to explore and formulate a set of corresponding incentive strategies as soon as possible to encourage dealers in the channel network to seek new sales directions. Under the background of this kind of industry, this paper takes the sales of the solution of MK Company as the research object, applies the theory of channel and channel incentive, and combines the current situation of channel management and incentive of MK Company. This paper analyzes the difficulties and the future development trend of the solution in the channel sales, and finally puts forward the incentive strategy of how to deepen the solution sales in the channel. This paper puts forward a series of solutions and incentive strategies around dealers, including setting threshold to introduce dealer participation incentive plan, promoting dealer management ability through growth scheme, setting up resources and funds. Arrange training and encourage tourism, establish support platform, perfect solution dealer evaluation system, provide reasonable preferential product price, jointly develop solution own software, etc. Furthermore, the paper puts forward the channel incentive support strategy of MK Company's solution sales, through improving and upgrading the internal organizational structure, publishing the solution partner Plan that motivates dealers, and so on. Implement a series of incentives to distributors of solutions in the channel network. Through a comprehensive study, this paper hopes to put forward a feasible solution for MK company in the channel sales incentive plan, to achieve the goal of manufacturers, channel members, end-users win-win, And as a brand-new development ideas for the office industry reference.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.63;F274

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