【摘要】：D公司是一家從事精密切割設備,精密研磨設備,以及相關耗材的研發(fā)、生產(chǎn)和銷售的跨國公司。全球營業(yè)額超過10億美元。在中國的銷售額近2億美元。D公司的設備在IT行業(yè)的電子元器件制造中處于上游,對行業(yè)的發(fā)展有很強的引導作用,此設備在IT精密切割設備市場上的市場占有率超過80%,幾乎占據(jù)了所有一二線的芯片制造廠,如此高比率的市場占有率,對營銷渠道的要求自然也會很高,對D企業(yè)來說,在銷售渠道的設計和管理方面都是一個很大的工程。同時,渠道之間的矛盾沖突也就很難避免,解決這些矛盾也成為D公司各級管理者很重要的工作。 本文分析了D公司在中國市場做渠道所遇到的渠道商銷售積極性不強；不同代理商、經(jīng)銷商、貿(mào)易商之間出現(xiàn)搶奪客戶的沖突；渠道商之間經(jīng)常竄貨的問題,渠道不暢以及渠道沖突時常出現(xiàn),出現(xiàn)時又不能有效的解決這些矛盾,主要原因就是D公司沒有完善系統(tǒng)的經(jīng)銷商管理策略和方法,更沒有嚴厲的獎懲措施來保證渠道的通暢和有效的運行。本論文運用渠道以及渠道沖突管理的相關理論,提出了D具體的矛盾,具體指出現(xiàn)公司在營銷渠道方面存在的問題,并進一步提出了應該采用何種營銷渠道方式,才能最大限度地避免沖突,提高渠道的效率和提出渠道沖突管理的支撐策略。最后針對此文提出建議和展望,同時也指出了在研究過程中的不足,但文的研究對公司和類似公司在銷售價格高昂的工業(yè)設備方面對其渠道沖突管理具有一定的指導意義,即減少制造商與渠道商的渠道沖突,提供渠道的效率,最終達到協(xié)調(diào)配合的效果。
[Abstract]:D company is a multinational corporation engaged in the research and development, production and sales of precision cutting equipment, precision grinding equipment and related consumables. Its global turnover exceeds 1 billion US dollars. This equipment occupies more than 80% of the market share of IT precision cutting equipment and almost occupies all the chip factories of the first and second line. Such a high rate of market share will naturally require high marketing channels. For D enterprise, it is a great project in the design and management of sales channels. It is difficult to avoid the contradictions and conflicts, and solving these contradictions has become a very important job for managers at all levels in D company.
This paper analyzes the channel sellers'lack of enthusiasm when D Company acts as a channel in China market; the conflicts between different agents, distributors and traders to seize customers; the problems of frequent fleeing of goods between channel sellers, channel obstruction and channel conflicts, which can not be effectively solved when they appear. Because D company does not have the perfect system distributor management strategy and the method, moreover does not have the stern reward and punishment measure to guarantee the channel smooth and the effective movement.This paper uses the channel as well as the channel conflict management correlation theory, proposed D concrete contradiction, specifically pointed out the present company in the marketing channel aspect existence question, and further. Finally, the paper puts forward some suggestions and prospects for this paper, and points out the shortcomings in the research process. However, the research in this paper will help companies and similar companies to avoid conflicts to the greatest extent, improve the efficiency of channels and put forward some supporting strategies for channel conflict management. Equipment has a certain guiding significance to channel conflict management, that is, reducing channel conflict between manufacturers and channel providers, providing channel efficiency, and ultimately achieving the effect of coordination.
【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】：F274

【共引文獻】

相關期刊論文 前4條

1 劉小蓮;;區(qū)域營銷渠道沖突困境和管理策略[J];現(xiàn)代營銷(學苑版);2012年01期

2 張晨曦;;企業(yè)營銷渠道中水平渠道沖突的管理策略分析[J];現(xiàn)代營銷(學苑版);2012年04期

3 謝毅;趙洪進;;縣級電信公司渠道管理面臨的困境及策略選擇[J];中國外資;2013年03期

4 唐林勛;;論電子商務模式下的網(wǎng)絡營銷創(chuàng)新[J];中國商貿(mào);2013年02期

，

本文編號：2196636