PH公司小家电部渠道管理系统分析

发布时间：2018-03-24 23:12

本文选题：小家电　切入点：渠道管理　出处：《厦门大学》2007年硕士论文

【摘要】： 随着买方市场时代的来临,企业间的竞争日益激烈,从广告战、价格战、品牌战、促销战逐渐延伸到了渠道战。分销渠道竞争的焦点集中于如何协调渠道成员间的管理,提高渠道的运作效率。本文通过对中国小家电市场的成功典范——PH公司小家电部的经销商管理进行剖析和实证研究,将其在渠道管理中成功运用的操作方法、手段、措施等提出归纳,以期总结出管理型分销渠道模式下厂商提高渠道控制力的策略和方法。本文共分为五个部分:第一部分是绪论,介绍了现阶段厂商渠道变革的背景以及论文的研究目的和框架内容;第二部分在回顾了分销渠道管理的相关理论之后,提出了当前厂家所面临的经销商渠道管理的问题;第三部分的主要内容是本论文的研究对象——小家电行业及PH公司小家电部的概况;第四部分首先介绍了PH公司小家电部现行分销渠道系统及其如何选择确立新进入市场的分销模式,之后剖析了其在管理系统、组织架构、供应链和零售管理四个模块和经销商的对接运作;第五部分是全文的结束语。科学设计、创新的渠道管理可以产生渠道增值,提升企业的核心竞争力。构建厂家和经销商无缝对接的渠道管理系统,是管理型分销渠道模式下的厂商提高渠道控制力的必要方法和有效措施。无缝对接系统的构建和实施强化了核心厂家对市场的管理控制,优化了厂家和经销商之间的资源配置,让厂商成为融会贯通的联盟伙伴,渠道竞争力由此大大提升,各方利益达到了最大化。
[Abstract]:With the advent of the era of buyer's market, the competition among enterprises is becoming increasingly fierce, from advertising war, price war, brand war, promotion war to channel war. The focus of distribution channel competition is on how to coordinate the management among channel members. This paper analyzes and empirically studies the dealer management of the small Home Appliances Department of PH Company through the successful example of China's small Home Appliances Market, and puts forward the operation methods and means of its successful application in the channel management. The measures are summarized in order to sum up the strategies and methods for the manufacturers to improve the channel control under the management distribution channel mode. This paper is divided into five parts: the first part is the introduction, introduces the background of the current manufacturer channel reform, the research purpose and the frame content of the thesis; the second part reviews the related theories of the distribution channel management, the second part reviews the related theories of the distribution channel management. The third part of the main content is the research object of this paper-small household appliances industry and PH company small household appliances department overview, the third part of the main content of this paper, small household appliances industry and PH company, the general situation of the small household appliances department; The fourth part introduces the current distribution channel system and how to select and establish the new market distribution mode, and then analyzes its management system, organizational structure. Supply chain and retail management four modules and dealer docking operation; the fifth part is the conclusion of the paper. Scientific design, innovative channel management can generate channel value-added, enhance the core competitiveness of enterprises. Build a seamless manufacturers and distributors of channel management system, The construction and implementation of seamless docking system strengthens the core manufacturers' management and control over the market, and optimizes the allocation of resources between manufacturers and dealers. Let the manufacturer become an integrated alliance partner, channel competitiveness is greatly enhanced, the interests of all parties have been maximized.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F274;F426.6

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