D公司渠道冲突管理策略研究
发布时间：2018-08-22 09:05
【摘要】：D公司是一家从事精密切割设备,精密研磨设备,以及相关耗材的研发、生产和销售的跨国公司。全球营业额超过10亿美元。在中国的销售额近2亿美元。D公司的设备在IT行业的电子元器件制造中处于上游,对行业的发展有很强的引导作用,此设备在IT精密切割设备市场上的市场占有率超过80%,几乎占据了所有一二线的芯片制造厂,如此高比率的市场占有率,对营销渠道的要求自然也会很高,对D企业来说,在销售渠道的设计和管理方面都是一个很大的工程。同时,渠道之间的矛盾冲突也就很难避免,解决这些矛盾也成为D公司各级管理者很重要的工作。 本文分析了D公司在中国市场做渠道所遇到的渠道商销售积极性不强；不同代理商、经销商、贸易商之间出现抢夺客户的冲突；渠道商之间经常窜货的问题,渠道不畅以及渠道冲突时常出现,出现时又不能有效的解决这些矛盾,主要原因就是D公司没有完善系统的经销商管理策略和方法,更没有严厉的奖惩措施来保证渠道的通畅和有效的运行。本论文运用渠道以及渠道冲突管理的相关理论,提出了D具体的矛盾,具体指出现公司在营销渠道方面存在的问题,并进一步提出了应该采用何种营销渠道方式,才能最大限度地避免冲突,提高渠道的效率和提出渠道冲突管理的支撑策略。最后针对此文提出建议和展望,同时也指出了在研究过程中的不足,但文的研究对公司和类似公司在销售价格高昂的工业设备方面对其渠道冲突管理具有一定的指导意义,即减少制造商与渠道商的渠道冲突,提供渠道的效率,最终达到协调配合的效果。
[Abstract]:D company is a multinational corporation engaged in the research and development, production and sales of precision cutting equipment, precision grinding equipment and related consumables. Its global turnover exceeds 1 billion US dollars. This equipment occupies more than 80% of the market share of IT precision cutting equipment and almost occupies all the chip factories of the first and second line. Such a high rate of market share will naturally require high marketing channels. For D enterprise, it is a great project in the design and management of sales channels. It is difficult to avoid the contradictions and conflicts, and solving these contradictions has become a very important job for managers at all levels in D company.
This paper analyzes the channel sellers'lack of enthusiasm when D Company acts as a channel in China market; the conflicts between different agents, distributors and traders to seize customers; the problems of frequent fleeing of goods between channel sellers, channel obstruction and channel conflicts, which can not be effectively solved when they appear. Because D company does not have the perfect system distributor management strategy and the method, moreover does not have the stern reward and punishment measure to guarantee the channel smooth and the effective movement.This paper uses the channel as well as the channel conflict management correlation theory, proposed D concrete contradiction, specifically pointed out the present company in the marketing channel aspect existence question, and further. Finally, the paper puts forward some suggestions and prospects for this paper, and points out the shortcomings in the research process. However, the research in this paper will help companies and similar companies to avoid conflicts to the greatest extent, improve the efficiency of channels and put forward some supporting strategies for channel conflict management. Equipment has a certain guiding significance to channel conflict management, that is, reducing channel conflict between manufacturers and channel providers, providing channel efficiency, and ultimately achieving the effect of coordination.
【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】：F274
本文编号：2196636
[Abstract]:D company is a multinational corporation engaged in the research and development, production and sales of precision cutting equipment, precision grinding equipment and related consumables. Its global turnover exceeds 1 billion US dollars. This equipment occupies more than 80% of the market share of IT precision cutting equipment and almost occupies all the chip factories of the first and second line. Such a high rate of market share will naturally require high marketing channels. For D enterprise, it is a great project in the design and management of sales channels. It is difficult to avoid the contradictions and conflicts, and solving these contradictions has become a very important job for managers at all levels in D company.
This paper analyzes the channel sellers'lack of enthusiasm when D Company acts as a channel in China market; the conflicts between different agents, distributors and traders to seize customers; the problems of frequent fleeing of goods between channel sellers, channel obstruction and channel conflicts, which can not be effectively solved when they appear. Because D company does not have the perfect system distributor management strategy and the method, moreover does not have the stern reward and punishment measure to guarantee the channel smooth and the effective movement.This paper uses the channel as well as the channel conflict management correlation theory, proposed D concrete contradiction, specifically pointed out the present company in the marketing channel aspect existence question, and further. Finally, the paper puts forward some suggestions and prospects for this paper, and points out the shortcomings in the research process. However, the research in this paper will help companies and similar companies to avoid conflicts to the greatest extent, improve the efficiency of channels and put forward some supporting strategies for channel conflict management. Equipment has a certain guiding significance to channel conflict management, that is, reducing channel conflict between manufacturers and channel providers, providing channel efficiency, and ultimately achieving the effect of coordination.
【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】：F274
【共引文献】
相关期刊论文 前4条
1 刘小莲;;区域营销渠道冲突困境和管理策略[J];现代营销(学苑版);2012年01期
2 张晨曦;;企业营销渠道中水平渠道冲突的管理策略分析[J];现代营销(学苑版);2012年04期
3 谢毅;赵洪进;;县级电信公司渠道管理面临的困境及策略选择[J];中国外资;2013年03期
4 唐林勋;;论电子商务模式下的网络营销创新[J];中国商贸;2013年02期
，本文编号：2196636
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