【作者】 李怡湘；

【导师】 何伟俊；

【作者基本信息】 暨南大学 ， 工商管理， 2002， 硕士

【摘要】 本文是关于企业销售渠道的选择以及渠道管理与控制的案例研究。全文由两部分组成，第一部分是案例描述，第二部分是案例分析。 案例描述以总经理宁板正树先生开拓中国华南地区销售渠道的历程为线索，基本上以时间的顺序介绍大金公司的营销渠道系统。对VRV产品营销渠道系统介绍包含几个部分：产品进入中国市场的历程，渠道的后期确立，渠道的管理与控制，渠道出现的冲突现象及影响发展的因素以及大金公司的渠道绩效。 案例分析共三部分，分别是分析逻辑，正文和结论。分析逻辑部分列出全文分析思路，并对本案例所运用的方法进行了简要的描述。正文由渠道因素分析及渠道评价两部分组成。前者包括四方面的内容即中间商因素影响分析，辅助机构环境分析，购买者行为分析和行业与竞争分析；第二部分包括组织与制度分析，并着重于渠道冲突的分析；正文结束部分给出渠道关系发展方案及大金分销渠道的重新设计方案。结论部分把正文的分析结论给出了一个理论总结。更多还原

【Abstract】 This paper is a case study of marketing channels which discusses channel management and channel control. It is divided into two sections, the first being the description of the case and the second the case analysis.The first part is described in chronological order dealing with the marketing channels in South China by Mr.Osaka who is the general manager of GDK, Ltd.. The introduction of VRV marketing channels includes several parts: product introducing course, channel establishment, channel management & control, conflict dealing and channel performance.The second part consists of three section which are theoretical framework, the text and the conclusion. The theoretical framework gives a brief description of the methodology employed in the analysis. The text is composed of two contents, that is channel factors analyzing and channel performance assessment. In the first content it is emphasized particularly on influence factors analysis which consists of four matters, they are middlemen, assistant organizations, purchasers and competitors. The other content deals with organizing and institution by putting emphasis on conflict analysis. The plan of channel relation development and redesign of channel scheme is presented in the end of the text. In the conclusion part, the paper concludes by giving theoretical summary of the analysis.更多还原