苏泊尔卫浴渠道冲突管理案例研究

发布时间：2018-03-21 20:27

本文选题：卫浴行业　切入点：电子商务　出处：《大连理工大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着互联网应用的普及和电子商务的迅猛发展,许多传统制造企业纷纷“触电上网”,建立了线上渠道。在这个过程中,这些企业也遇到了一些问题。比如引入线上渠道之后与线下渠道的渠道冲突问题。本文以苏泊尔卫浴有限公司对这一问题进行了描述,并给出了可能的解决方案。苏泊尔卫浴有限公司是苏泊尔集团目前重点投入和培育发展的实业项目,涵盖卫浴五金和卫生陶瓷产品等两大类型。苏泊尔集团成立于1994年,是中国最大、全球第二的炊具研发制造商,中国炊具行业首家上市公司。2008年,年近70岁的集团董事长苏增福率领苏泊尔集团二次创业,高起点进军卫浴产业。并先后在浙江、沈阳、法库建立了卫浴产品生产基地。苏泊尔卫浴的营销渠道从线下开始建设,主要是招募经销商、代理商,建立直营店,以及入驻商超、3C卖场等。随着电子商务的发展,公司也成立了电商部门,开设了天猫旗舰店等。由于产品线较少以及电商人员专业度的缺乏,公司决定将电商渠道外包给专业电商代理公司X。然而线上、线下渠道的销售产生了竞争,引起线下渠道商的不满,这更为企业计划实施的O2O营销模式带来了极大的挑战。苏泊尔卫浴开始对营销渠道进行反思,希望找出合适的解决策略来消除目前的渠道冲突进而提升渠道绩效。本文选取了苏泊尔卫浴有限公司来介绍中国卫浴行业引入新兴线上营销渠道之后所面临的问题。同时运用渠道冲突及管理、渠道协同理论以及电子商务情境下质量管理相关理论,针对目前的渠道冲突问题,提出了相应的解决方案及保障措施。首先,针对企业缺乏互联网思维的问题,企业应该注重培养企业的互联网思维。具体的措施为有组织的全员培训及加强互联网信息基础设施建设。其次,针对线上与线下渠道管理制度不完善的问题,企业应该建立完善的渠道管理机制,促进线上、线下协同。第一,应该成立渠道管理组织,加强内部沟通;第二,要区分线上、线下及共同产品范围;第三,要逐步健全公正透明的渠道绩效激励机制。最后,针对线上消费者产品质量意识薄弱的问题,应该增强企业电商时代产品质量意识。具体包括要强化产品质量意识和提高产品要求。
[Abstract]:With the popularity of Internet applications and the rapid development of e-commerce, many traditional manufacturing enterprises have "electrified the Internet" and established online channels. These enterprises have also encountered some problems, such as the conflict between the online channel and the offline channel. This paper describes this problem with Supor Sanitary Ware Co., Ltd. The possible solutions are also given. Supor Sanitary Ware Co., Ltd. is a key investment and nurturing industry project of Supor Group, which covers two types of bathroom hardware and sanitary ceramics products. Supor Group was established in 1994. In 2008, Su Zengfu, chairman of the group of nearly 70 years old, led Supor Group to start a second venture, with a high starting point to enter the sanitary ware industry. Shenyang, Faku has set up a sanitary ware production base. The marketing channel of Supor bathroom has been built offline, mainly by recruiting dealers, agents, establishing direct stores, and entering Shangchao 3C stores. With the development of electronic commerce, The company also set up an ecommerce department, opened Tmall's flagship store, etc. Due to the lack of product lines and lack of expertise in e-commerce personnel, the company decided to outsource e-commerce channels to professional e-commerce agency X.However, online, Off-line sales have generated competition, which has caused dissatisfaction among offline channel vendors, which has brought great challenges to the O2O marketing model that enterprises are planning to implement. Supor Sanitary Ware began to reflect on the marketing channels. We hope to find the appropriate solutions to eliminate the current channel conflicts and improve channel performance. This paper selected Supor Sanitary Ware Co., Ltd. to introduce the Chinese sanitary ware industry after the introduction of new online marketing channels facing the question. At the same time, the use of channel conflict and management, The theory of channel collaboration and the theory of quality management in the context of electronic commerce, aiming at the current channel conflict problem, put forward the corresponding solutions and safeguard measures. First, aiming at the lack of Internet thinking in enterprises, Enterprises should pay attention to cultivating the Internet thinking of enterprises. The specific measures are organized all-staff training and strengthening the construction of Internet information infrastructure. Secondly, aiming at the imperfect management system of online and offline channels, Enterprises should establish a sound channel management mechanism to promote online and offline coordination. First, channel management organizations should be set up to strengthen internal communication; second, the scope of online, offline and common products should be distinguished; third, We should gradually improve the fair and transparent channel performance incentive mechanism. Finally, aiming at the problem of weak quality awareness of online consumers, It is necessary to strengthen the awareness of product quality in the era of e-commerce, which includes strengthening the awareness of product quality and raising the requirements of products.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.92

【相似文献】