本文關(guān)鍵詞：家電生產(chǎn)企業(yè)分銷渠道績(jī)效評(píng)價(jià)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(jī)效評(píng)價(jià)

【摘要】：我國(guó)家電行業(yè)的快速穩(wěn)健發(fā)展,促使家電行業(yè)市場(chǎng)競(jìng)爭(zhēng)加劇,產(chǎn)品、價(jià)格、促銷這些戰(zhàn)略手段對(duì)于提高家電生產(chǎn)企業(yè)的經(jīng)營(yíng)績(jī)效方面已失去了的一定的優(yōu)勢(shì),分銷渠道成為這個(gè)時(shí)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(shì),還可以提升企業(yè)核心競(jìng)爭(zhēng)力,是一個(gè)值得研究的課題,但是如今研究企業(yè)績(jī)效的文獻(xiàn)資料大多集中在企業(yè)投資價(jià)值、公司治理、資本結(jié)構(gòu)等諸多方面與企業(yè)績(jī)效之間的關(guān)系,以家電生產(chǎn)企業(yè)為研究對(duì)象、分銷渠道績(jī)效為研究切入點(diǎn)的研究成果非常少見(jiàn),比較常見(jiàn)的只是對(duì)企業(yè)營(yíng)銷績(jī)效的研究,對(duì)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(jī)效評(píng)價(jià)為切入點(diǎn)進(jìn)行研究,以期有所收獲。首先,本文對(duì)績(jī)效評(píng)價(jià)、分銷渠道績(jī)效評(píng)價(jià)及家電生產(chǎn)企業(yè)分銷渠道績(jī)效評(píng)價(jià)的相關(guān)理論進(jìn)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(diǎn)構(gòu)建家電生產(chǎn)企業(yè)分銷渠道績(jī)效評(píng)價(jià)體系,最后應(yīng)用層次分析法、德?tīng)柗品ê途�性加權(quán)和法對(duì)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(jī)效進(jìn)行評(píng)價(jià),并進(jìn)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(xiàng)績(jī)效評(píng)價(jià)結(jié)果均低于B2;(2)顧客滿意績(jī)效中的維修技術(shù)水平和售后服務(wù)響應(yīng)速度、經(jīng)濟(jì)效益績(jī)效中的銷售增長(zhǎng)率、市場(chǎng)占有率和應(yīng)收賬款周轉(zhuǎn)率、內(nèi)部運(yùn)作績(jī)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(jī)效中的五項(xiàng)子指標(biāo)是造成家電生產(chǎn)企業(yè)B1和B2分銷渠道績(jī)效差異的主要因素。該結(jié)果驗(yàn)證了本文所提出的分銷渠道績(jī)效評(píng)價(jià)體系以及所運(yùn)用的績(jī)效評(píng)價(jià)方法是具有可操作性的,期望能夠?yàn)锽1一類的家電生產(chǎn)企業(yè)分銷渠道的優(yōu)化管理提供一定的參考價(jià)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(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.6
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本文編號(hào)：1370627