【摘要】：隨著中國(guó)汽車市場(chǎng)的快速發(fā)展，車用潤(rùn)滑油市場(chǎng)的競(jìng)爭(zhēng)日益激烈。作為潤(rùn)滑油品牌在本地參與競(jìng)爭(zhēng)的重要力量，經(jīng)銷商的強(qiáng)弱往往決定了一個(gè)潤(rùn)滑油品牌能不能在區(qū)域市場(chǎng)內(nèi)占有優(yōu)勢(shì)。與前些年不同的是，隨著市場(chǎng)競(jìng)爭(zhēng)的深入和客戶、消費(fèi)者意識(shí)的提升，不同品牌之間經(jīng)銷商的競(jìng)爭(zhēng)已經(jīng)跳出了拼資金、拼規(guī)模的初始階段，軟實(shí)力對(duì)于經(jīng)銷商的發(fā)展體現(xiàn)出越來越重要的作用。 本文以BP公司車輛潤(rùn)滑油經(jīng)銷商為例，從內(nèi)部?jī)?yōu)化管理的角度出發(fā)，探索提升經(jīng)銷商軟實(shí)力的最佳方法。隨著BP嘉實(shí)多品牌在中國(guó)市場(chǎng)的發(fā)展，，BP的經(jīng)銷商也經(jīng)歷了快速發(fā)展的過程，其在經(jīng)營(yíng)中的短板逐漸出現(xiàn)，與經(jīng)銷商整合前期不同的是，財(cái)力人力等硬性要求已經(jīng)不再成為經(jīng)銷商發(fā)展的主要桎梏，反而是企業(yè)制度、市場(chǎng)管理、經(jīng)營(yíng)理念、人員管理、渠道控制等方面的軟實(shí)力成為決定經(jīng)銷商發(fā)展前景的重要因素。提升經(jīng)銷商的軟實(shí)力成為重要的課題，這不僅決定著經(jīng)銷商的發(fā)展，也決定著潤(rùn)滑油品牌在當(dāng)?shù)厥袌?chǎng)的成敗，所以各個(gè)潤(rùn)滑油公司對(duì)于經(jīng)銷商的管理變得越來越系統(tǒng)化、科學(xué)化，手段越來越多樣化，在關(guān)注經(jīng)銷商進(jìn)銷存的基礎(chǔ)上，提升經(jīng)銷商的軟實(shí)力正成為行業(yè)的重要趨勢(shì)。 本文在符合經(jīng)銷商現(xiàn)狀的基礎(chǔ)上,找出了提升經(jīng)銷商軟實(shí)力的最佳方法，并利用PDCA方法指導(dǎo)整個(gè)優(yōu)化過程的實(shí)施，取得了明顯的效果。
[Abstract]:With the rapid development of Chinese automobile market, the competition of automobile lubricating oil market is increasingly fierce. As an important force for lube oil brands to participate in local competition, the strength of dealers often determines whether a lubricating oil brand can occupy an advantage in the regional market. What is different from previous years is that with the deepening of market competition and the promotion of customer and consumer consciousness, the competition among different brands has jumped out of the initial stage of funding and scale. Soft power is playing an increasingly important role in the development of dealers. This paper takes BP Company vehicle Lubricant Dealer as an example, from the angle of internal optimization management, explores the best method to enhance the dealer's soft power. With the development of BP Cashmore brand in the Chinese market, the dealers of BP have also experienced the process of rapid development, and the short board in operation gradually appears, which is different from the early stage of dealer integration. Financial resources and manpower are no longer the main shackles of dealers' development, but the soft power of enterprise system, market management, management idea, personnel management, channel control and so on has become an important factor to determine the development prospects of dealers. Enhancing the soft power of dealers has become an important issue, which not only determines the development of dealers, but also determines the success or failure of lubricating oil brands in the local market. Therefore, the management of dealers by various lubricating oil companies has become more and more systematic. Scientific, more and more diversified means, on the basis of attention to dealers in the sales and storage, to enhance the distributor's soft power is becoming an important trend of the industry. Based on the current situation of dealers, this paper finds out the best method to enhance the soft power of dealers, and uses PDCA method to guide the implementation of the whole optimization process, and obtains obvious results.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.72;F274

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