本文選題：辦公行業(yè) + 復印機��； 參考：《華東理工大學》2015年碩士論文

【摘要】：MK公司是一家以“經(jīng)營多功能一體復合機”為核心事業(yè)的跨國企業(yè),其產(chǎn)品性能卓越、功能強大,在辦公行業(yè)頗具盛名、享譽國際。目前市場上主要的競爭名牌以日系品牌為主,如富士施樂、夏普、東芝、理光等,競爭十分的激烈。其中,有些品牌是以直銷銷售為主要經(jīng)營方式,而有些則是渠道銷售的經(jīng)營策略。MK公司采取的正是后者的營銷模式,在中國市場發(fā)展十余年以來,通過不懈的努力建立了非常強大的、遍布全國二三級城市的渠道網(wǎng)絡,培養(yǎng)了一大批忠誠的渠道合作伙伴。 然而,隨著金融危機、政局變化、政府嚴控經(jīng)費等多種因素的影響,復印機行業(yè)在近幾年慘遭業(yè)績重創(chuàng),連很多行業(yè)佼佼者都面臨著巨大的壓力。事實上,低價競爭、竄貨外流、產(chǎn)品同質(zhì)化等因素,導致銷售傳統(tǒng)硬件設備帶來的利潤已經(jīng)非常有限,MK公司必須盡快轉(zhuǎn)變思路、尋找出發(fā)展的新途徑。同行業(yè)公司開始將目標鎖定于提供整體解決方案、及轉(zhuǎn)型成為“具有價值的增值服務供應商”,使自身成為不可替代的、地位穩(wěn)固的廠商。對于MK公司來說,這同樣是一次發(fā)展的良機,MK公司應當以解決方案銷售為契機,盡快地探索和制定一套相應的激勵策略,鼓勵渠道網(wǎng)絡內(nèi)的經(jīng)銷商,來尋求新的銷售方向。 本文正是在這種行業(yè)背景下,以MK公司解決方案的銷售為研究對象,運用渠道以及渠道激勵等方面的理論,結(jié)合MK公司渠道管理及激勵的現(xiàn)狀,分析了解決方案在渠道開展銷售的困難點、未來的發(fā)展趨勢,最終提出了如何在渠道深化解決方案銷售的激勵策略。本文提出了圍繞經(jīng)銷商的一系列解決方案銷售激勵策略,其中,包括設定門檻引入經(jīng)銷商參與激勵計劃,通過成長方案提升經(jīng)銷商經(jīng)營能力,設立資源與資金、安排培訓與激勵旅游,建立支持平臺、完善解決方案經(jīng)銷商評估制度,提供合理優(yōu)惠產(chǎn)品價格,共同開發(fā)解決方案自有軟件等。并且,進一步提出了MK公司解決方案銷售的渠道激勵支撐策略,通過改善與升級內(nèi)部組織架構(gòu),發(fā)布激勵經(jīng)銷商的《解決方案合作伙伴計劃》等手段,實施對渠道網(wǎng)絡內(nèi)解決方案經(jīng)銷商的一系列激勵措施。 本文通過全面的研究,希望為MK公司提出一個具有可行性的、解決方案在渠道銷售的激勵計劃,達到廠商、渠道成員、最終用戶共贏的目的,并能作為一種嶄新的發(fā)展思路為辦公行業(yè)所借鑒。
[Abstract]:MK Company is a multinational enterprise with the core business of "managing multi-function compound machine". Its products have excellent performance and powerful function, and they are famous in office industry and enjoy international reputation. At present, the main competitive brands in the market are Japanese brands, such as Fuji Xerox, Sharp, Toshiba, Ricoh and so on. Among them, some brands take direct sales as the main mode of operation, while others adopt the marketing strategy of channel sales. MK Company has adopted the latter marketing model, and has been developing in the Chinese market for more than a decade. Through unremitting efforts to establish a very strong, all over the country's secondary and tertiary cities channel network, a large number of loyal channel partners. However, with the financial crisis, political changes, the government strictly controlled funds and other factors, the photocopier industry in recent years has been badly hit by performance, even many industry leaders are facing tremendous pressure. In fact, the low price competition, the outflow of goods and the homogenization of products have led to the very limited profit brought by the sale of traditional hardware equipment. MK Company must change its thinking as soon as possible and find a new way of development. Companies in the same industry began to focus on providing overall solutions and transforming themselves into "valuable value-added service providers", making themselves irreplaceable and well-established vendors. For MK Company, this is also a good opportunity for development. MK Company should take the solution sales as an opportunity to explore and formulate a set of corresponding incentive strategies as soon as possible to encourage dealers in the channel network to seek new sales directions. Under the background of this kind of industry, this paper takes the sales of the solution of MK Company as the research object, applies the theory of channel and channel incentive, and combines the current situation of channel management and incentive of MK Company. This paper analyzes the difficulties and the future development trend of the solution in the channel sales, and finally puts forward the incentive strategy of how to deepen the solution sales in the channel. This paper puts forward a series of solutions and incentive strategies around dealers, including setting threshold to introduce dealer participation incentive plan, promoting dealer management ability through growth scheme, setting up resources and funds. Arrange training and encourage tourism, establish support platform, perfect solution dealer evaluation system, provide reasonable preferential product price, jointly develop solution own software, etc. Furthermore, the paper puts forward the channel incentive support strategy of MK Company's solution sales, through improving and upgrading the internal organizational structure, publishing the solution partner Plan that motivates dealers, and so on. Implement a series of incentives to distributors of solutions in the channel network. Through a comprehensive study, this paper hopes to put forward a feasible solution for MK company in the channel sales incentive plan, to achieve the goal of manufacturers, channel members, end-users win-win, And as a brand-new development ideas for the office industry reference.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F416.63;F274

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