SR公司分销渠道优化设计和管理策略研究

发布时间：2018-04-01 05:01

本文选题：分销渠道　切入点：关系管理　出处：《山东大学》2010年硕士论文

【摘要】： SR公司是一家中小型民营家用纺织用品生产企业,公司长期积累的在渠道意识、结构、管理等方面的诸多问题,已严重影响企业的发展甚至生存。本文通过对SR公司渠道环境和内部条件的分析,提出了以中档礼品分销商和消费者为目标市场的渠道定位；以直营或加盟为主,渠道战略联盟、直销等为辅的混合式分销模式以及基于关系管理的渠道交易管理的策略,以期为SR公司提供一套全面的渠道问题解决方案。本论文共由六部分组成。第一部分是导论,介绍SR公司分销渠道研究背景、研究意义、研究目的和研究框架。指出了在产品、价格、促销手段甚至广告日益同质化的今天,研究分销渠道的差异化设计和渠道管理策略对提高SR公司竞争优势的必要性。研究方法采用了定性和定量相结合方法、文献法和比较法等,研究目的是解决SR公司目前所面临的生存问题以及今后的发展问题,同时为业界相似企业解决类似问题提供视角,新方法。第二部分对销渠道设计和管理的相关理论进行综述。对分销渠道、分销渠道模式、渠道关系以及AHP方法等概念进行界定,并对分销渠道结构的设计理论、分销渠道的组织模式、渠道关系管理理论作了相关综述。第三部分分析了SR公司的渠道现状和主要问题。指出其渠道意识不强、渠道结构不合理,渠道资源投资低,渠道管理不善等。第四部分分析了公司的内外部环境,确立了新的分销渠道目标。通过消费行为和心理分析、竞争者分析以及分销渠道的SWOT分析,确立以中档礼品分销商和消费者为目标市场的渠道定位,并为SR公司设立了新的分销渠道目标体系。第五部分是SR公司分销渠道模式的选择。根据经济性、适应性、控制性、客户(渠道及消费者)满意性的渠道评估原则,并用AHP方法,设计了一个集以直营或加盟为主,厂家直销渠道、直营专卖渠道、战略联盟渠道以及区域核心批发渠道为一体的混合式分销模式,并提出了相应的实施方案。第六部分,对SR公司分销渠道管理策略进行了优化。本文以“利益”和“关系”为核心分析要素,提出了相应的渠道成员管理和渠道关系管理模型和优化策略。最后需要说明的是,笔者在论文中提出的“渠道管理就是关系管理基础上的交易管理”等学术观点以及为SR公司量身定做混合式渠道模式、渠道关系管理模型等研究结果,是基于SR公司内外部营销环境提出的,对类似企业不具有普适价值,请其他类似企业在研究此类问题时继续加以探索。
[Abstract]:SR Company is a small and medium-sized private household textile products production enterprise, the company has accumulated a long time in channel awareness, structure, management and many other aspects of the problems. Through the analysis of the channel environment and internal conditions of SR Company, this paper puts forward the channel orientation which takes the middle grade gift distributor and the consumer as the target market. Channel strategic alliance, direct sales and other mixed distribution mode, as well as the channel transaction management strategy based on relationship management, in order to provide SR company with a comprehensive channel problem solution. This thesis consists of six parts. The first part is an introduction, which introduces the background, significance, purpose and framework of SR Company's distribution channel research. This paper studies the necessity of the differentiation design of distribution channel and channel management strategy to enhance the competitive advantage of SR Company. The research methods adopt the combination of qualitative and quantitative methods, literature method and comparative method, etc. The purpose of this study is to solve the problems of survival and future development faced by SR Company, and to provide a new perspective and method for similar enterprises to solve similar problems. The second part summarizes the related theories of marketing channel design and management. It defines the concepts of distribution channel, distribution channel mode, channel relationship and AHP method, and gives the design theory of distribution channel structure. The organization mode of distribution channel and the theory of channel relationship management are summarized. The third part analyzes the current situation and main problems of the channel of SR Company, and points out that the channel consciousness is not strong, the channel structure is unreasonable, the channel resource investment is low, the channel management is not good and so on. The fourth part analyzes the internal and external environment of the company, establishes the new distribution channel goal. Through the consumer behavior and psychological analysis, the competitor analysis and the distribution channel SWOT analysis, A new distribution channel target system was established for SR Company. The fifth part is the choice of the distribution channel mode of SR Company. According to the principles of economic, adaptability, control, customer (channel and consumer) satisfaction, and with the AHP method, this paper designs a set of direct marketing or joining. The mixed distribution mode of direct selling channel, direct monopoly channel, strategic alliance channel and regional core wholesale channel is put forward. In the sixth part, the author optimizes the distribution channel management strategy of SR Company. This paper takes "benefit" and "relationship" as the core analysis elements, and puts forward the corresponding channel member management and channel relationship management model and optimization strategy. Finally, the author puts forward the academic viewpoint that "channel management is transaction management on the basis of relationship management" and the research results of mixed channel model and channel relationship management model for SR company. Based on the internal and external marketing environment of SR Company, it has no universal value for similar enterprises.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F274

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