基于顾客关系管理的哈希公司中国市场分销渠道研究

发布时间：2018-05-01 00:37

本文选题：水质分析仪表 + 分销渠道　；参考：《中国地质大学(北京)》2015年硕士论文

【摘要】：全国每年工业用水量达到3000亿立方米,约占总用水量的12%,如何确保工业用水的质量也是能够保证工业安全生产的前提,特别是在高温高压系统。“十二五”期间环保投资将需求将达到3.4万亿元,整个水质仪表分析仪表行业将达到接近40亿元,如何制定适合该行业的营销策略、分销方式,制定出适合化学分析仪表的渠道优化策略,成为企业提高核心竞争力的关键所在。本文应用顾客关系管理论、渠道管理理论,应用企业走访和文献查询资料,采用了观察法、文献研究法、定性分析法的方法,对哈希公司的渠道现状进行了诊断研究,并基于顾客关系理论提供了对策和补充。首先分析哈希公司在中国市场的分销渠道管理的现状,包括哈希公司的历史概况,产品情况、组织结构、分析了哈希公司的顾客关系管理的现状。并对哈希公司分销渠道的管理模式做了分析并发现不足。不足主要有哈希公司的渠道分销管理组织结构有待完善,缺少专门的渠道管理人员;串货比较严重;经销商的选择比较随意;哈希公司对经销商的激励比较单一。然后分析了哈希公司的市场环境分析,包括宏观的环境分析和行业内现状分析。宏观环境分析包括法律政策环境、经济环境、技术环境等等。行业内市场分析包括顾客特征、地理分布、规模大小和竞争对手分析等。最后基于渠道管理思想与顾客关系理论对哈希公司的渠道管理问题提出了具体的对策包括哈希公司组织方式的转变,增加哈希公司对渠道成员的激励,建立备件中心,减少公司产品的串货。
[Abstract]:The annual industrial water consumption in China reaches 300 billion cubic meters, accounting for about 12 percent of the total water consumption. How to ensure the quality of industrial water is also the prerequisite to ensure industrial safety in production, especially in high-temperature and high-pressure systems. During the 12th Five-Year Plan period, the demand for environmental protection investment will reach 3.4 trillion yuan, and the whole water quality instrument industry will reach nearly 4 billion yuan. How to formulate a marketing strategy and distribution mode suitable for this industry? It is the key to improve the core competitiveness of enterprises to make the channel optimization strategy suitable for chemical analysis instruments. This paper applies the theory of customer relationship management, the theory of channel management, the enterprise visit and the literature inquiry, adopts the methods of observation, literature research and qualitative analysis, and makes a diagnosis and research on the current situation of Hash Company's channel. And based on customer relationship theory, it provides countermeasures and supplements. Firstly, this paper analyzes the current situation of Hash Company's distribution channel management in China market, including Hash Company's historical overview, product situation, organization structure, and the current situation of Hash Company's customer relationship management. It also analyzes the management mode of Hash Company's distribution channel and finds out the deficiency. The main shortcomings include the hashing company's channel distribution management organization structure to be improved, the lack of special channel managers; more serious chain goods; the choice of dealers is more random; Hash company incentive to dealers is relatively simple. Then it analyzes the market environment of Hash Company, including macro environmental analysis and industry situation analysis. Macro-environment analysis includes legal policy environment, economic environment, technical environment and so on. Market analysis within the industry includes customer characteristics, geographic distribution, size and competitor analysis. Finally, based on the thought of channel management and the theory of customer relationship, the author puts forward the concrete countermeasures to the channel management of Hash Company, including the transformation of the organization mode of Hash Company, increasing the incentive of Hash Company to the channel members, and establishing spare parts center. Reduce cargoes of company products.
【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;F416.4

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