本文選題：分銷渠道　切入點(diǎn)：關(guān)系管理　出處：《山東大學(xué)》2010年碩士論文

【摘要】： SR公司是一家中小型民營(yíng)家用紡織用品生產(chǎn)企業(yè),公司長(zhǎng)期積累的在渠道意識(shí)、結(jié)構(gòu)、管理等方面的諸多問(wèn)題,已嚴(yán)重影響企業(yè)的發(fā)展甚至生存。本文通過(guò)對(duì)SR公司渠道環(huán)境和內(nèi)部條件的分析,提出了以中檔禮品分銷商和消費(fèi)者為目標(biāo)市場(chǎng)的渠道定位；以直營(yíng)或加盟為主,渠道戰(zhàn)略聯(lián)盟、直銷等為輔的混合式分銷模式以及基于關(guān)系管理的渠道交易管理的策略,以期為SR公司提供一套全面的渠道問(wèn)題解決方案。 本論文共由六部分組成。 第一部分是導(dǎo)論,介紹SR公司分銷渠道研究背景、研究意義、研究目的和研究框架。指出了在產(chǎn)品、價(jià)格、促銷手段甚至廣告日益同質(zhì)化的今天,研究分銷渠道的差異化設(shè)計(jì)和渠道管理策略對(duì)提高SR公司競(jìng)爭(zhēng)優(yōu)勢(shì)的必要性。研究方法采用了定性和定量相結(jié)合方法、文獻(xiàn)法和比較法等,研究目的是解決SR公司目前所面臨的生存問(wèn)題以及今后的發(fā)展問(wèn)題,同時(shí)為業(yè)界相似企業(yè)解決類似問(wèn)題提供視角,新方法。 第二部分對(duì)銷渠道設(shè)計(jì)和管理的相關(guān)理論進(jìn)行綜述。對(duì)分銷渠道、分銷渠道模式、渠道關(guān)系以及AHP方法等概念進(jìn)行界定,并對(duì)分銷渠道結(jié)構(gòu)的設(shè)計(jì)理論、分銷渠道的組織模式、渠道關(guān)系管理理論作了相關(guān)綜述。 第三部分分析了SR公司的渠道現(xiàn)狀和主要問(wèn)題。指出其渠道意識(shí)不強(qiáng)、渠道結(jié)構(gòu)不合理,渠道資源投資低,渠道管理不善等。 第四部分分析了公司的內(nèi)外部環(huán)境,確立了新的分銷渠道目標(biāo)。通過(guò)消費(fèi)行為和心理分析、競(jìng)爭(zhēng)者分析以及分銷渠道的SWOT分析,確立以中檔禮品分銷商和消費(fèi)者為目標(biāo)市場(chǎng)的渠道定位,并為SR公司設(shè)立了新的分銷渠道目標(biāo)體系。 第五部分是SR公司分銷渠道模式的選擇。根據(jù)經(jīng)濟(jì)性、適應(yīng)性、控制性、客戶(渠道及消費(fèi)者)滿意性的渠道評(píng)估原則,并用AHP方法,設(shè)計(jì)了一個(gè)集以直營(yíng)或加盟為主,廠家直銷渠道、直營(yíng)專賣渠道、戰(zhàn)略聯(lián)盟渠道以及區(qū)域核心批發(fā)渠道為一體的混合式分銷模式,并提出了相應(yīng)的實(shí)施方案。 第六部分,對(duì)SR公司分銷渠道管理策略進(jìn)行了優(yōu)化。本文以“利益”和“關(guān)系”為核心分析要素,提出了相應(yīng)的渠道成員管理和渠道關(guān)系管理模型和優(yōu)化策略。 最后需要說(shuō)明的是,筆者在論文中提出的“渠道管理就是關(guān)系管理基礎(chǔ)上的交易管理”等學(xué)術(shù)觀點(diǎn)以及為SR公司量身定做混合式渠道模式、渠道關(guān)系管理模型等研究結(jié)果,是基于SR公司內(nèi)外部營(yíng)銷環(huán)境提出的,對(duì)類似企業(yè)不具有普適價(jià)值,請(qǐng)其他類似企業(yè)在研究此類問(wèn)題時(shí)繼續(xù)加以探索。
[Abstract]:SR Company is a small and medium-sized private household textile products production enterprise, the company has accumulated a long time in channel awareness, structure, management and many other aspects of the problems. Through the analysis of the channel environment and internal conditions of SR Company, this paper puts forward the channel orientation which takes the middle grade gift distributor and the consumer as the target market. Channel strategic alliance, direct sales and other mixed distribution mode, as well as the channel transaction management strategy based on relationship management, in order to provide SR company with a comprehensive channel problem solution. This thesis consists of six parts. The first part is an introduction, which introduces the background, significance, purpose and framework of SR Company's distribution channel research. This paper studies the necessity of the differentiation design of distribution channel and channel management strategy to enhance the competitive advantage of SR Company. The research methods adopt the combination of qualitative and quantitative methods, literature method and comparative method, etc. The purpose of this study is to solve the problems of survival and future development faced by SR Company, and to provide a new perspective and method for similar enterprises to solve similar problems. The second part summarizes the related theories of marketing channel design and management. It defines the concepts of distribution channel, distribution channel mode, channel relationship and AHP method, and gives the design theory of distribution channel structure. The organization mode of distribution channel and the theory of channel relationship management are summarized. The third part analyzes the current situation and main problems of the channel of SR Company, and points out that the channel consciousness is not strong, the channel structure is unreasonable, the channel resource investment is low, the channel management is not good and so on. The fourth part analyzes the internal and external environment of the company, establishes the new distribution channel goal. Through the consumer behavior and psychological analysis, the competitor analysis and the distribution channel SWOT analysis, A new distribution channel target system was established for SR Company. The fifth part is the choice of the distribution channel mode of SR Company. According to the principles of economic, adaptability, control, customer (channel and consumer) satisfaction, and with the AHP method, this paper designs a set of direct marketing or joining. The mixed distribution mode of direct selling channel, direct monopoly channel, strategic alliance channel and regional core wholesale channel is put forward. In the sixth part, the author optimizes the distribution channel management strategy of SR Company. This paper takes "benefit" and "relationship" as the core analysis elements, and puts forward the corresponding channel member management and channel relationship management model and optimization strategy. Finally, the author puts forward the academic viewpoint that "channel management is transaction management on the basis of relationship management" and the research results of mixed channel model and channel relationship management model for SR company. Based on the internal and external marketing environment of SR Company, it has no universal value for similar enterprises.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F274

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