本文選題：工業(yè)品營銷 + 工業(yè)品制造商��； 參考：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2013年碩士論文

【摘要】：近年來，工業(yè)品的流通在我國經(jīng)濟(jì)建設(shè)中所占比重越來越大。但是對于工業(yè)品營銷的專題理論研究確和工業(yè)品所占經(jīng)濟(jì)比重不成正比，，尤其是在工業(yè)品營銷領(lǐng)域中常見的跨區(qū)域銷售問題研究更是鳳毛麟角，很難找到能夠?qū)I(yè)品營銷的跨區(qū)域銷售工作有借鑒意義的文獻(xiàn)資料和處理方法。很多工業(yè)品制造企業(yè)在實(shí)際工作中歸納總結(jié)了一些管理跨區(qū)域銷售的經(jīng)驗(yàn)和辦法，卻因?yàn)槭袌霏h(huán)境，客戶類型等諸多因素不能相互借鑒。 筆者總結(jié)自己十余年的工業(yè)品銷售經(jīng)驗(yàn)，站在工業(yè)品制造商的角度，將工業(yè)品銷售流通環(huán)節(jié)中的利益體群體進(jìn)行了劃分，從不同利益群體對跨區(qū)域銷售問題的不同態(tài)度進(jìn)行分析，輔以在實(shí)際工作中遇到的三個(gè)真實(shí)且棘手的跨區(qū)域銷售案例的說明，將跨區(qū)域銷售問題簡化為不同利益群體之間的利益沖突。根據(jù)利益群體的相關(guān)性，將跨區(qū)域銷售沖突分為橫向渠道之間的沖突與垂直渠道之間的沖突并提出不同沖突之間的解決方案。這些解決方案從實(shí)際工作中匯總而來有的已經(jīng)在實(shí)際工作中加以使用，有的限于一些客觀條件暫時(shí)停留在書面。但是這些解決方案能被工業(yè)品制造商加以借鑒，根據(jù)不同的客觀市場條件加以選擇組合使用，會給工業(yè)品制造企業(yè)在解決跨區(qū)域銷售這個(gè)問題帶來積極影響。
[Abstract]:In recent years, the circulation of industrial products in China's economic construction accounts for an increasing proportion. However, the research on the special topic theory of industrial products marketing is not directly proportional to the proportion of industrial products in the economy, especially in the field of industrial products marketing, the common cross-regional sales research is even rarer. It is difficult to find literature and processing methods that can be used for reference in cross-regional sales of industrial products. Many industrial manufacturing enterprises have summed up some experiences and methods of managing cross-regional sales in practical work, but many factors such as market environment, customer type and so on cannot be used for reference from each other. The author summarizes his ten years of industrial product sales experience, stands in the industrial product manufacturer's angle, divides the benefit group in the industrial product sale circulation link, The analysis of different attitudes of different interest groups on cross-regional sales issues is supplemented by the explanation of three real and difficult cross-regional sales cases encountered in practical work. The cross-regional sales problem is simplified as a conflict of interest between different interest groups. According to the relevance of interest groups, the cross-regional sales conflict is divided into horizontal channel conflict and vertical channel conflict. These solutions are summed up from the actual work and some have been used in the actual work, others are limited to some objective conditions and stay in writing for the time being. However, these solutions can be used by industrial manufacturers and combined according to different objective market conditions, which will have a positive impact on industrial products manufacturers in solving the problem of cross-regional sales.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F424

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