中文摘要
当前商业环境竞争非常激烈,分销渠道管理是企业扩张市场的一个重要途径,也是企业和客户之间联系的纽带,是否能规划出适合企业需求的分销渠道结构,并能管理控制好分销渠道,解决分销商之间的矛盾,成了企业的核心竞争力之一,是否能够管理好企业的分销渠道决定着是否能从竞争中胜出,获得更多市场份额和利润。
舍弗勒公司是一个年产值超过100亿欧元的集团公司,旗下的品牌产品在行业属于一流阵营。虽然该公司比较庞大且产品有很好的口碑,但是舍弗勒公司在中国的分销渠道却存在比较大的问题,比如区域分销渠道开拓能力不足,区域分销渠道管理不完善,对渠道经销商控制的力度不足等,造成在经销商之间经常有串货、抢客户的现象出现。
本文试图基于管理控制理论,对舍弗勒公司的分销渠道现状及存在问题进行深入分析,然后对其分销渠道管理进行优化设计,对分销渠道成员的选择和管理提出优化策略,以及分销渠道的管理流程和控制提出优化策略,最后在分销渠道管理方案的前期准备、实施、实施后的评估和完善给予建议,希望通过本文的研究能对舍弗勒公司分销渠道起到优化的作用。
关键词:分销渠道;轴承;渠道管理;优化策略
Abstract
The current business environment, the competition is very fierce,the distribution channelmanagement is an important way for enterprises to expand the market, also is the link between theenterprise and customer, whether can plan the distribution channel structure for the needs ofenteiprise, and management control of distribution channels, to resolve the contradiction betweendistributors, has become one of the core competitiveness of enterprises, whether can goodmanagement of enterprise distribution channels determines whether can win from the competition,to get more market share and profitSchaeffler company is an annual output value of more than 10000000000 euro groupcompany, under the brand products in the industry belongs to the first-class camp. Although thecompany is larger and the products have a good reputation, but in Chinese Schaeffler's distributionchannel has more problems, such as regional distribution channel development ability isinsufBcient, the regional distribution channel management is not perfect, the dealer channelcontrol dynamics is insufficient^ resulting in the dealer often has the appearance of goods, getcustomers phenomenon.
According to management and control theoiy, the paper analyzes the status quo of thedistribution channel Schaeffler company and existing problems, and then to optimize the design ofthe distribution channel management, puts forward the optimization strategy for the selection andmanagement of distribution channel members, as well as ttie management and control ofdistribution channels optimization strategy, finally in the preparation, the distribution channelmanagement plan implementation,evaluation after the implementation of and perfect suggestions,hope that through this research on Schaeffler company distribution channels to optimize function.
Key words: distribution channels; bearing; channel management; optimizationstrategy
目录
一、前言
(一)研究背景和研究意义
(二)国内外研究现状
(三)研究内容和研究创新
二、基于控制论的分销渠道管理的理论概述
(一)基于控制论的分销渠道管理内涵
(二)分销渠道管理类型
(三)分销渠道控制的内容和管理类型
(四)基于控制论的分销渠道管理内容
(五)分销渠道控制的手段
三、舍弗勒公司分销渠道管理现状及存在问题
(一)舍弗勒公司简介
(二)舍弗勒公司主要产品
(三)舍弗勒公司现有分销渠道管理概况
(四)舍弗勒公司分销渠道管理的评价
(五)舍弗勒公司分销渠道管理存在的问题及原因分析
四、舍弗勒公司基于控制论的分销渠道管理优化设计方案
(一)分销渠道优化设计的原则和目标
(二)分销渠道影响因素
(三)可行的渠道结构方案
(四)分销渠道成员的选择和管理优化策略
(五)各省市分销渠道优化建议
(六)分销渠道的管理和控制优化策略
五、舍弗勒公司分销渠道管理方案的实施
(一)实施前期准备与步骤
(二)实施难点与解决措施
(三)实施后的评估和完善
参考文献
致谢
