發(fā)布時(shí)間：2018-10-31 09:24

【摘要】：分銷渠道管理作為企業(yè)的一項(xiàng)最基本的管理內(nèi)容，是企業(yè)獲得長(zhǎng)期發(fā)展優(yōu)勢(shì)的戰(zhàn)略要素。本文筆者在查閱大量文獻(xiàn)的基礎(chǔ)上，通過在K公司多年的實(shí)踐工作經(jīng)驗(yàn)，使用多方位、多角度的學(xué)習(xí)思考方式，把K公司（中國(guó)）區(qū)分銷渠道作為本文的研究對(duì)象，在闡述問題提出的背景、研究意義以及國(guó)內(nèi)外研究綜述的基礎(chǔ)上；研究了分銷渠道、SWOT分析的相關(guān)理論；概述了K公司（中國(guó)）區(qū)基本情況，并對(duì)K公司（中國(guó)）區(qū)的分銷策略進(jìn)行了SWOT分析；研究了K公司（中國(guó)）區(qū)分銷渠道目前存在的主要問題，同時(shí)針對(duì)第四部分所闡述的問題，從不同市場(chǎng)及產(chǎn)品的分銷策略差異化管理、合作伙伴參與渠道建設(shè)、信息平臺(tái)共享以及全方位經(jīng)銷商管理和激勵(lì)方案的建立五方面提出了改進(jìn)策略。明確企業(yè)想要長(zhǎng)期的生存和發(fā)展，必須依賴其所在的分銷渠道系統(tǒng)的協(xié)調(diào)與效率，從而使K公司中國(guó)區(qū)分銷渠道管理不斷的完善和深化。 另外，，本文在研究K公司中國(guó)的渠道營(yíng)銷問題時(shí)，對(duì)K公司中國(guó)分銷渠道目前存在的問題及原因分析有可能不夠系統(tǒng)，今后，筆者會(huì)與公司內(nèi)部的相關(guān)職能部門以及相關(guān)的專業(yè)人事進(jìn)行深入的研究與探討，從而得出更加準(zhǔn)確的分析結(jié)論。
[Abstract]:As one of the most basic management contents, distribution channel management is the strategic element for enterprises to gain long-term development advantages. On the basis of consulting a large number of documents, through many years of practical work experience in K Company, using multi-directional and multi-angle learning and thinking methods, the author takes the distribution channel of K Company (China) area as the research object of this paper. On the basis of expounding the background of the question, the significance of the research and the summary of the domestic and foreign research; This paper studies the relevant theories of distribution channel and SWOT analysis, summarizes the basic situation of K Company (China) area, and analyzes the distribution strategy of K Company (China) area by SWOT. This paper studies the main problems existing in the distribution channel of K Company (China) area, and aims at the problems described in the fourth part, from the different market and product distribution strategy differentiation management, partners participate in the channel construction. The information platform sharing and the establishment of all-round dealer management and incentive scheme are discussed in this paper. In order to survive and develop for a long time, the company must depend on the coordination and efficiency of its distribution channel system, so as to make the management of distribution channel in China of K Company perfect and deepen continuously. In addition, when studying the channel marketing problem of K Company in China, this paper analyzes the existing problems and reasons of the distribution channel of K Company in China, which may not be systematic enough. In the future, The author will carry on the thorough research and the discussion with the related function department and the related specialized personnel in the company, thus obtains the more accurate analysis conclusion.
【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)】：F274;F426.4

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