發(fā)布時(shí)間：2018-03-30 03:06

  本文選題：分銷渠道　切入點(diǎn)：分銷渠道優(yōu)化　出處：《中國地質(zhì)大學(xué)(北京)》2015年碩士論文

【摘要】：隨著經(jīng)濟(jì)發(fā)展不確定性的常態(tài)化,營銷成本越來越高。分銷渠道在一個(gè)公司里面的地位越來越重要。很多公司都把分銷渠道視為營銷的戰(zhàn)略資源,是公司市場開發(fā)戰(zhàn)略中不可或缺的一部分。分析弗蘭度公司的分銷渠道需要多方面的數(shù)據(jù)。通過對公司的銷售數(shù)據(jù)整理比較,得出可供參考的報(bào)表。再通過對潛在的合作伙伴訪談和評價(jià),評估出潛在合作伙伴中成為代理商的可能性。通過分析弗蘭度公司的銷售數(shù)據(jù),發(fā)現(xiàn)弗蘭度公司的分銷渠道存在一定的問題。主要問題是代理商積極性不高,市場推廣不利。對比其他競爭對手和市場需求,代理商浪費(fèi)了很多市場機(jī)會(huì)。通過訪談法調(diào)查眾多潛在合作伙伴,分析與他們合作的可能性。目的是通過調(diào)整渠道寬度增加市場覆蓋率,引入有限競爭,發(fā)掘代理商潛力。通過對分銷渠道策略決策分析。探討分銷渠道從獨(dú)家分銷調(diào)整為選擇分銷的方式和方法。由于增加渠道寬度,引入更多的代理商。為有效管理代理商和規(guī)范市場行為,需要縮小現(xiàn)有獨(dú)家代理商的管轄區(qū)域。在間接分銷渠道負(fù)責(zé)區(qū)域內(nèi),所有的代理商都是獨(dú)家代理。同時(shí)增加特殊行業(yè)代理商,多渠道并行運(yùn)轉(zhuǎn)。調(diào)整分銷渠道策略后,弗蘭度公司必須調(diào)整其產(chǎn)品策略、促銷策略和價(jià)格策略。產(chǎn)品定位隨國內(nèi)市場需求進(jìn)行微調(diào),標(biāo)準(zhǔn)產(chǎn)品定位中檔,強(qiáng)調(diào)性價(jià)比。特殊需求產(chǎn)品主打高端定制。調(diào)整促銷策略和價(jià)格策略,強(qiáng)化分銷渠道評價(jià)體系,使分銷渠道發(fā)展更加健康有效。一旦分銷渠道優(yōu)化能按設(shè)計(jì)方案進(jìn)行,弗蘭度的分銷渠道效率一定大幅提高,同時(shí)市場占有率必將明顯提高。最終實(shí)現(xiàn)弗蘭度公司和中間商雙贏的局面。但是分銷渠道的優(yōu)化需要多方面協(xié)調(diào),必須認(rèn)真規(guī)劃。渠道優(yōu)化需要多方面的支持,而且優(yōu)化效果也需要一段時(shí)間才能體現(xiàn)。只有相關(guān)各方都齊心協(xié)力,最終的優(yōu)化才能夠達(dá)到提升分銷渠道效率,提高弗蘭度中國市場占有率的目的。
[Abstract]:With the constant uncertainty of economic development, marketing costs are becoming higher and higher. Distribution channels are becoming more and more important in a company. Many companies regard distribution channels as strategic resources for marketing. Is an integral part of the company's market development strategy. Analyzing the distribution channels of Frandu requires a variety of data. Through collating and comparing the company's sales data, Obtain reports for reference. Then evaluate the possibility of becoming an agent among potential partners by interviewing and evaluating potential partners. By analyzing the sales data of Frandall, It is found that there are some problems in the distribution channel of Frandu Company. The main problems are that the agent's enthusiasm is not high, the market promotion is unfavorable, and it is better than other competitors and market demand. Agents waste a lot of market opportunities. They survey many potential partners through interviews and analyze the possibility of working with them. The aim is to increase market coverage and introduce limited competition by adjusting channel width. Explore the potential of agents. Through the distribution channel strategy decision analysis. Explore the distribution channel from exclusive distribution to the choice of distribution ways and methods. Due to the increase in channel width, Introducing more agents. In order to effectively manage agents and regulate market behaviour, it is necessary to narrow down the jurisdiction of existing exclusive agents. All agents are exclusive agents. At the same time, the addition of special industry agents, multi-channel parallel operation. After adjusting the distribution channel strategy, the company must adjust its product strategy, Sales promotion strategy and price strategy. Product positioning is fine-tuned according to domestic market demand, standard product positioning mid-range, emphasizing cost-effective. Special demand products focus on high-end customization. Adjust promotion strategy and price strategy, strengthen distribution channel evaluation system, Make the distribution channel development more healthy and effective. Once the distribution channel optimization can be carried out according to the design plan, the efficiency of Flando distribution channel will be greatly improved. At the same time, the market share will be obviously increased. Finally, the win-win situation between Frandus and middlemen will be realized. However, the optimization of distribution channels needs to be coordinated in many ways and must be carefully planned. Channel optimization requires support from many aspects. It also takes some time for the optimization effect to be realized. Only with the concerted efforts of all parties concerned, the final optimization can achieve the purpose of improving the efficiency of distribution channels and increasing the market share of Frandu China.
【學(xué)位授予單位】：中國地質(zhì)大學(xué)(北京)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F416.86

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本文編號：1684050