本文關(guān)鍵詞：家電生產(chǎn)企業(yè)分銷渠道績效評價研究　出處：《中原工學(xué)院》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 家電生產(chǎn)企業(yè) 分銷渠道 層次分析法 績效評價

【摘要】：我國家電行業(yè)的快速穩(wěn)健發(fā)展,促使家電行業(yè)市場競爭加劇,產(chǎn)品、價格、促銷這些戰(zhàn)略手段對于提高家電生產(chǎn)企業(yè)的經(jīng)營績效方面已失去了的一定的優(yōu)勢,分銷渠道成為這個時期的“十倍速”變化因素,不僅可以保證家電生產(chǎn)企業(yè)的分銷渠道保持持續(xù)、穩(wěn)定的發(fā)展態(tài)勢,還可以提升企業(yè)核心競爭力,是一個值得研究的課題,但是如今研究企業(yè)績效的文獻資料大多集中在企業(yè)投資價值、公司治理、資本結(jié)構(gòu)等諸多方面與企業(yè)績效之間的關(guān)系,以家電生產(chǎn)企業(yè)為研究對象、分銷渠道績效為研究切入點的研究成果非常少見,比較常見的只是對企業(yè)營銷績效的研究,對于家電生產(chǎn)企業(yè)分銷渠道的研究只是集中在渠道效率和渠道發(fā)展方向。鑒于此,本文以家電生產(chǎn)企業(yè)的分銷渠道績效評價為切入點進行研究,以期有所收獲。首先,本文對績效評價、分銷渠道績效評價及家電生產(chǎn)企業(yè)分銷渠道績效評價的相關(guān)理論進行綜述,然后結(jié)合相關(guān)理論研究成果和家電行業(yè)的特點構(gòu)建家電生產(chǎn)企業(yè)分銷渠道績效評價體系,最后應(yīng)用層次分析法、德爾菲法和線性加權(quán)和法對兩家具有代表性的家電生產(chǎn)企業(yè)B1和B2的分銷渠道績效進行評價,并進行比較研究和分析,得出結(jié)果如下:(1)家電生產(chǎn)企業(yè)B1的四項績效評價結(jié)果均低于B2;(2)顧客滿意績效中的維修技術(shù)水平和售后服務(wù)響應(yīng)速度、經(jīng)濟效益績效中的銷售增長率、市場占有率和應(yīng)收賬款周轉(zhuǎn)率、內(nèi)部運作績效中的信息溝通速度、信息溝通質(zhì)量和可融資金比率、學(xué)習(xí)與發(fā)展績效中的五項子指標是造成家電生產(chǎn)企業(yè)B1和B2分銷渠道績效差異的主要因素。該結(jié)果驗證了本文所提出的分銷渠道績效評價體系以及所運用的績效評價方法是具有可操作性的,期望能夠為B1一類的家電生產(chǎn)企業(yè)分銷渠道的優(yōu)化管理提供一定的參考價值。
[Abstract]:The rapid and steady development of the household appliances industry in China has led to the intensification of market competition, products, prices, promotion of these strategic means to improve the performance of household appliance manufacturing enterprises have lost certain advantages. Distribution channel has become the factor of "ten times speed" change in this period, which can not only ensure the distribution channel of household appliance manufacturing enterprises to maintain a sustained and stable development trend, but also enhance the core competitiveness of enterprises. It is a worthy topic to study, but nowadays the literature of enterprise performance mostly focuses on the relationship between corporate performance and corporate investment value, corporate governance, capital structure and so on. With the household appliance manufacturing enterprises as the research object and the distribution channel performance as the starting point, the research results are very rare. The more common research is the research of the enterprise marketing performance. The research on distribution channel of household appliance manufacturing enterprises is only focused on the channel efficiency and channel development direction. In view of this, this paper takes the performance evaluation of distribution channel of household appliance manufacturing enterprises as the starting point to study. First of all, this paper summarizes the relevant theories of performance evaluation, distribution channel performance evaluation and distribution channel performance evaluation of household appliance manufacturing enterprises. Then combined with the relevant theoretical research results and the characteristics of the household appliances industry to build the distribution channel performance evaluation system of household appliance manufacturing enterprises, and finally apply the Analytic hierarchy process (AHP). Delphi method and linear weighted sum method are used to evaluate the distribution channel performance of the two representative household appliance manufacturers B1 and B2, and to carry out comparative research and analysis. The results are as follows: (1) the four performance evaluation results of household appliance manufacturing enterprise B1 are all lower than that of B2; 2) maintenance technology level and after-sales service response speed in customer satisfaction performance, sales growth rate in economic performance performance, market share and turnover rate of accounts receivable, and information communication speed in internal operation performance. The quality of information communication and the ratio of available funds. Five sub-indicators of learning and development performance are the main factors that cause the difference between B1 and B2 distribution channel performance of household appliance manufacturers. This result verifies the performance evaluation system of distribution channel proposed in this paper and its application. Performance evaluation method is operable. It is expected to provide some reference value for the optimization management of distribution channel of household appliance manufacturing enterprises such as B1.
【學(xué)位授予單位】：中原工學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.6
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本文編號：1370627