【作者】 熊伟；

【导师】 李必强；

【作者基本信息】 武汉理工大学 ， 工商管理， 2003， 硕士

【摘要】 二十世纪八十年代以来，分销渠道出现了一些令人瞩目的重大变革。面对快速变化的市场和愈演愈烈的竞争，国内外许多企业打破了传统观念，纷纷从战略高度，以新的理念，新的手段和新的技术装备强化了分销渠道的系统设计与管理。分销渠道的整合与创新，渠道价值链的分析与运用，以及分销伙伴战略联盟等领域，正在成为越来越多的企业站稳市场，提高效益，建立和发挥核心竞争优势的新舞台。本文从分销渠道的基本结构，系统战略与设计，渠道管理与控制，渠道销售政策，渠道评估等方面进行分析论述，并对手机行业分销渠道进行实证研究。全文主体共分八大部分： (1)绪论。主要讨论了分销渠道的研究意义，国内外分销渠道的研究现状，并阐述了本文的研究内容及方法。 (2)分销渠道基本理论。这部分主要阐述了分销渠道的概念与功能；论述了分销渠道的几种基本结构。 (3)分销渠道设计。在这部分主要论述了系统环境与渠道战略设计及设计程序；并对分销渠道的几种组织形式作了简要介绍。 (4)分销渠道管理与控制。在这部分主要论述了分销渠道管理的特点与渠道控制。 (5)分销渠道的销售政策。在这部分主要阐述渠道成员结构与市场覆盖政策、价格、地域政策等渠道实务。 (6)分销渠道的绩效评估。本章对分销渠道的运行状态及成员评估进行分析；并对分销渠道的完善与发展做简要介绍。 (7)分销渠道与供应链管理，论述“长鞭效应”及应对措施；无店铺营销的几种方式。 (8)中国手机分销渠道案例剖析。更多还原

【Abstract】 Since 1980s there have been some significant changes in the area of distribution channels. Meanwhile, facing the rapid changing marketing and the fierce competition, many corporations broke the traditional notion and enhanced the system planning and management of distribution channels by adopting new concepts, new means and new technology. For instance, the integration and innovation of distribution channels, analysis and disposition of value chain of distribution channels, and strategic distribution alliance are becoming powerful weapons for more and more enterprises to take possession of the marketing share, to increase their profits and to build and develop the advantage of their core competition as well.To make a through analysis to distribution channels, this thesis consists of 8 chapters:(1) Introduction, which concerns the significance of distribution channels research, the status of the relative research home and abroad, and the purpose and method of doing the research in this paper.(2) The basic theories of distribution channels, especially the concepts, functions and several basic structures of distribution channels.(3) The planning of distribution channels. In this section, the author analyses the system surroundings, strategic planning and the procedure of the planning. Meanwhile, the author makes brief introduction to several organizing styles of distribution channels.(4) Management and control of distribution channels. It discusses the characteristics of management and the measures of controlling the distribution channels.(5) The sales policies of distribution channels. It focuses on the framework of channel alliance and the policies of sharing the market, the prices and the district distributions and so on.(6) Evaluation of distribution channels. It deals with its operation state, evaluation of the channel members. It also comments on the ways of developing and perfecting distribution channels.(7) Distribution channels and the management of supplying chains. It is devoted to the "bullwhip effect" and the measures to handle it. Furthermore, some styles of no-channel marketing are also involved in this chapter.(8) In this part, the author presents the case study of distribution channels of mobile industry in China.更多还原