本文選題：營銷　切入點：分銷渠道　出處：《北京交通大學》2017年碩士論文

【摘要】：分銷是連接制造商和消費者的紐帶,是保證產品能夠進入市場的重要環(huán)節(jié)。分銷過程包含多個環(huán)節(jié),售前的產品銷售授權獲取、產品倉儲和維護管理、商品在本區(qū)域內的宣傳,售中的商品訂單處理,客戶信用的分級審核和管理,售后的賬款回收、售后服務,以及全程的物流保障。雖然分銷是連接制造商和消費者的紐帶,但在分銷過程中其核心是通過物流、財務、服務方面的優(yōu)勢對產品的增值。因此,面對日趨激烈的競爭,想要在眾多制造商中脫穎而出,必須在分銷的關鍵因素物流、資金、分銷商方面提升競爭力。M公司在電氣自動化市場上具有傳統(tǒng)優(yōu)勢,但是隨著國內本土企業(yè)近年來在電氣制造和自動化管理方面人才和技術的高速發(fā)展,行業(yè)中各公司的位置正發(fā)生著變化。像M公司這樣的傳統(tǒng)型企業(yè)的優(yōu)勢已不再明顯而劣勢正逐漸顯現,本土新興公司由于技術手段和管理方式新穎正迅速的分割著電氣制造和自動化市場的蛋糕。因此,對于以M公司為代表的傳統(tǒng)企業(yè)必須變革管理思路和方式,提升技術水平,探索出新的適應市場需求的發(fā)展戰(zhàn)略。本文以M公司能效產品分銷渠道發(fā)展為背景,著重從分銷渠道的結構,定價,考核,激勵,內部管理等方面分析了 M公司渠道現狀,找出其存在的問題并進行了原因分析,利用SWOT工具深度剖析了渠道的優(yōu)勢,劣勢,機會與威脅,根據SWOT分析選擇了分銷渠道優(yōu)化戰(zhàn)略,從渠道結構,渠道成員和內部渠道管理方面對分銷渠道進行優(yōu)化,使其分銷系統(tǒng)更完善,提升M公司的綜合競爭力。本文將分銷渠道理論與電氣制造和自動化市場營銷狀況相結合,對M公司能效產品現有渠道模式進行研究和分析,遵照市場需求動向探索研究M公司能效產品分銷渠道的優(yōu)化,促進M公司能效產品業(yè)務在中國的增長。期望本文的研究成果能夠為國內同類型企業(yè)的分銷渠道優(yōu)化改進提供有益的借鑒。
[Abstract]:Distribution is a link between manufacturers and consumers, is an important link to ensure the products can enter the market. The distribution process includes a number of links, the pre authorization to obtain product sales, product storage and maintenance management, publicity of goods in the region, where the sale of goods orders, customer credit classification audit and management, customer service the recovery of accounts receivable, customer service service, as well as the entire logistics support. Although the distribution is a link between manufacturers and consumers, but in the process of distribution is the core of the logistics, financial services, the advantages of value-added products. Therefore, in the face of increasingly fierce competition, many manufacturers want talent shows itself, must be in the capital logistics, distribution of the key factors to enhance the competitiveness of.M company, the distributor has traditional advantages in electrical automation market, but with the domestic enterprises in recent years in electrical manufacturing The rapid development of automation and management of talent and technology, the company position in the industry is changing. The traditional enterprises like M company has no obvious advantages and disadvantages of the gradually emerging, local companies due to technical means and management mode is new is rapidly dividing the electrical manufacturing and automation market cake. Therefore, as to the M company as the representative of traditional enterprises must change the management ideas and methods, enhance the level of technology, explore new development strategies to meet the market demand. This paper takes the M company efficiency products distribution channel development as the background, mainly from the structure, distribution channels, pricing, assessment, incentive, internal management and other aspects of the status quo of channel of M company, find out the existing problems and analyzes the reasons, analyzes the advantages of the channel, using the SWOT tool depth weaknesses, opportunities and threats, according to the SWOT analysis Choose the distribution channel optimization strategy, from the channel structure, to optimize the distribution of channel members and internal channel management, the distribution system more perfect, enhance the comprehensive competitiveness of M company. The distribution channel theory and electrical automation manufacturing and marketing situation combined with the research and Analysis on the existing channel model of M company energy efficiency products, in accordance with market demand trends to explore the optimization of distribution channels of M company to promote energy-efficient products, growth in Chinese company M energy efficiency products business. Hope this research can provide a useful reference for the optimization of distribution channel improvement of domestic similar enterprises.

【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F416.6

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本文編號：1692750