【摘要】：分銷渠道作為企業(yè)產(chǎn)品銷售的主要研究課題之一,由于許多企業(yè)沒能很好地對其進行規(guī)劃和設計,以建立更加適合企業(yè)自身特點的產(chǎn)品分銷渠道,從而對企業(yè)的市場開拓和產(chǎn)品銷售穩(wěn)定發(fā)展形成限制，這制約了公司的進一步發(fā)展。在這種情況下，論文對泉州A化工貿(mào)易公司產(chǎn)品市場特點和環(huán)境進行了分析，指出了企業(yè)目前銷售渠道上的問題，，在此基礎上，結合渠道理論，提出適用于公司的分銷渠道建設方案的對策。 論文源于作者個人的工作經(jīng)歷，通過研究一家從國有體制改制而來的化工企業(yè)，該企業(yè)雖然在市場經(jīng)濟中逐漸發(fā)展調(diào)整改進，但公司的分銷體系是在開拓市場中自發(fā)形成的，存在較大的盲目性，缺乏規(guī)劃，隨著市場經(jīng)濟的進一步發(fā)展，競爭加劇，原有分銷體系中的種種弊端逐漸顯現(xiàn)出來。因此，企業(yè)如何去規(guī)劃、創(chuàng)立并管理好自身的分銷渠道顯得尤為迫切，這關系到企業(yè)的發(fā)展和生存。作者希望能通過本文的研究，為企業(yè)提供科學的分銷渠道建立、管理對策；同時，作者發(fā)現(xiàn)國內(nèi)外的分銷渠道理論大部分是針對消費成品市場的研究，在對生產(chǎn)性原材料，特別是化工產(chǎn)品、危險化工產(chǎn)品的研究上相對缺乏。本文希望能在之前的理論研究之上，對危險化工產(chǎn)品的分銷渠道進一步加以分析，力求使傳統(tǒng)的分銷渠道理論能更好地適用原材料和�；沸袠I(yè)。 文章通過理論和實際相結合的分析方法，得出了以下兩個結論：一是A公司現(xiàn)有的分銷體系存在分銷參與者管理、渠道管理和產(chǎn)品價格控制上的不足，這主要是由是企業(yè)主要負責人職責不明、權力過分集中，從而使企業(yè)缺乏對分銷參與者的掌握能力所導致的；二是在對企業(yè)如何規(guī)劃、創(chuàng)建和管理分銷渠道中提了出合理安排適合企業(yè)的渠道結構方案，加強企業(yè)產(chǎn)品渠道成員選擇、管理和加強產(chǎn)品分銷渠道的控制等方面的建議。
[Abstract]:As one of the main research topics of enterprise product sales, many enterprises fail to plan and design it well in order to establish a more suitable product distribution channel for their own characteristics. Thus, the company's further development is restricted by the market development and the stable development of product sales. In this case, the paper analyzes the market characteristics and environment of Quanzhou A Chemical Industry Trading Company, and points out the problems in the current sales channels of the enterprises. On this basis, combining with the channel theory, This paper puts forward the countermeasures of the distribution channel construction scheme suitable for the company. This paper derives from the author's personal work experience, through the study of a chemical enterprise from the reform of the state-owned system. Although the enterprise has gradually developed, adjusted and improved in the market economy, the distribution system of the company has formed spontaneously in the process of opening up the market. With the further development of market economy and the aggravation of competition, all kinds of malpractices in the original distribution system appear gradually. Therefore, how to plan, establish and manage their own distribution channels is particularly urgent, which is related to the development and survival of enterprises. The author hopes that through the research of this paper, the author can provide scientific distribution channel establishment and management countermeasures for enterprises. At the same time, the author finds that most of the distribution channel theory at home and abroad is aimed at the research of consumer finished product market, which is used to produce raw materials. In particular, the research of chemical products and dangerous chemical products is relatively lacking. This paper hopes to further analyze the distribution channels of hazardous chemical products on the basis of the previous theoretical research, and strive to make the traditional distribution channel theory more suitable for raw materials and dangerous chemicals industry. Through the combination of theory and practice, this paper draws two conclusions: first, the existing distribution system of company A has some shortcomings in the management of distribution participants, channel management and product price control, and the following two conclusions are obtained: first, the existing distribution system of Company A is deficient in the management of distribution participants, channel management and product price control. This is mainly due to the unclear responsibilities of the principal responsible persons of the enterprise and the excessive concentration of power, which makes the enterprise lack the ability to master the distribution participants; second, it is about how the enterprise plans, In the course of establishing and managing the distribution channel, some suggestions are put forward, such as reasonable arrangement of the channel structure suitable for the enterprise, strengthening the selection of the members of the product channel, managing and strengthening the control of the product distribution channel, etc.
【學位授予單位】：華僑大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F752;F426.72

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相關期刊論文 前2條

1 ;化工企業(yè)如何順利渡過經(jīng)濟危機[J];粘接;2010年04期

2 陳琦;;中國企業(yè)創(chuàng)新模式的轉(zhuǎn)變與轉(zhuǎn)型[J];求索;2012年03期

本文編號：2146057