本文選題：水質(zhì)分析儀表 + 分銷渠道　； 參考：《中國地質(zhì)大學(xué)(北京)》2015年碩士論文

【摘要】：全國每年工業(yè)用水量達(dá)到3000億立方米,約占總用水量的12%,如何確保工業(yè)用水的質(zhì)量也是能夠保證工業(yè)安全生產(chǎn)的前提,特別是在高溫高壓系統(tǒng)�！笆濉逼陂g環(huán)保投資將需求將達(dá)到3.4萬億元,整個(gè)水質(zhì)儀表分析儀表行業(yè)將達(dá)到接近40億元,如何制定適合該行業(yè)的營銷策略、分銷方式,制定出適合化學(xué)分析儀表的渠道優(yōu)化策略,成為企業(yè)提高核心競爭力的關(guān)鍵所在。本文應(yīng)用顧客關(guān)系管理論、渠道管理理論,應(yīng)用企業(yè)走訪和文獻(xiàn)查詢資料,采用了觀察法、文獻(xiàn)研究法、定性分析法的方法,對哈希公司的渠道現(xiàn)狀進(jìn)行了診斷研究,并基于顧客關(guān)系理論提供了對策和補(bǔ)充。首先分析哈希公司在中國市場的分銷渠道管理的現(xiàn)狀,包括哈希公司的歷史概況,產(chǎn)品情況、組織結(jié)構(gòu)、分析了哈希公司的顧客關(guān)系管理的現(xiàn)狀。并對哈希公司分銷渠道的管理模式做了分析并發(fā)現(xiàn)不足。不足主要有哈希公司的渠道分銷管理組織結(jié)構(gòu)有待完善,缺少專門的渠道管理人員;串貨比較嚴(yán)重;經(jīng)銷商的選擇比較隨意;哈希公司對經(jīng)銷商的激勵(lì)比較單一。然后分析了哈希公司的市場環(huán)境分析,包括宏觀的環(huán)境分析和行業(yè)內(nèi)現(xiàn)狀分析。宏觀環(huán)境分析包括法律政策環(huán)境、經(jīng)濟(jì)環(huán)境、技術(shù)環(huán)境等等。行業(yè)內(nèi)市場分析包括顧客特征、地理分布、規(guī)模大小和競爭對手分析等。最后基于渠道管理思想與顧客關(guān)系理論對哈希公司的渠道管理問題提出了具體的對策包括哈希公司組織方式的轉(zhuǎn)變,增加哈希公司對渠道成員的激勵(lì),建立備件中心,減少公司產(chǎn)品的串貨。
[Abstract]:The annual industrial water consumption in China reaches 300 billion cubic meters, accounting for about 12 percent of the total water consumption. How to ensure the quality of industrial water is also the prerequisite to ensure industrial safety in production, especially in high-temperature and high-pressure systems. During the 12th Five-Year Plan period, the demand for environmental protection investment will reach 3.4 trillion yuan, and the whole water quality instrument industry will reach nearly 4 billion yuan. How to formulate a marketing strategy and distribution mode suitable for this industry? It is the key to improve the core competitiveness of enterprises to make the channel optimization strategy suitable for chemical analysis instruments. This paper applies the theory of customer relationship management, the theory of channel management, the enterprise visit and the literature inquiry, adopts the methods of observation, literature research and qualitative analysis, and makes a diagnosis and research on the current situation of Hash Company's channel. And based on customer relationship theory, it provides countermeasures and supplements. Firstly, this paper analyzes the current situation of Hash Company's distribution channel management in China market, including Hash Company's historical overview, product situation, organization structure, and the current situation of Hash Company's customer relationship management. It also analyzes the management mode of Hash Company's distribution channel and finds out the deficiency. The main shortcomings include the hashing company's channel distribution management organization structure to be improved, the lack of special channel managers; more serious chain goods; the choice of dealers is more random; Hash company incentive to dealers is relatively simple. Then it analyzes the market environment of Hash Company, including macro environmental analysis and industry situation analysis. Macro-environment analysis includes legal policy environment, economic environment, technical environment and so on. Market analysis within the industry includes customer characteristics, geographic distribution, size and competitor analysis. Finally, based on the thought of channel management and the theory of customer relationship, the author puts forward the concrete countermeasures to the channel management of Hash Company, including the transformation of the organization mode of Hash Company, increasing the incentive of Hash Company to the channel members, and establishing spare parts center. Reduce cargoes of company products.
【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(hào)】：F274;F416.4

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本文編號(hào)：1826978