【作者】 李高鸿；

【导师】 张思复；

【作者基本信息】 重庆大学 ， 机械工程， 2003， 硕士

【摘要】 本文通过对红塔集团卷烟分销体系的环境、要素、机制等方面的分析研究，构建了一个红塔集团分销体系运行机制的基本模式图。借助组织行为学中的有关冲突的理论，对红塔集团卷烟分销渠道冲突的原因、表现形式进行了研究，提出了渠道冲突的管理与协调的方法。并且从生产商(红塔集团)的角度，分别按分销商(烟草公司)、分销渠道及整个分销体系三个层次建立了相应的评价指标和评价方法。其中，从定性、定量两方面对分销商(烟草公司)进行了评价，采用分销渠道损益表法、潜在市场与实际对比法对分销渠道进行评价，而且，从理论上构建了将模糊集合论与层次分析法相结合的综合评价测度模型，据此对红塔集团卷烟分销体系竞争力进行了评价。根据红塔集团卷烟分销体系环境的变迁、渠道冲突、分销体系评价结果等，进一步分析了红塔集团卷烟分销体系调整的原因与步骤，并提出了分销体系调整的形式和内容。同时，也提出了分销体系创新的三种形式，即分销体系一体化、媒介营销、分销体系战略。 除了对以上几方面的理论探讨，本文还以上述理论为依据，对面临分销体系调整与变革的卷烟行业中的红塔集团进行了案例研究，试图将本文对红塔集团卷烟分销体系的尝试研究应用到我国烟草行业的分销体系的变革中进行探索。更多还原

【Abstract】 This paper develops a nomal model of the cigarette distribution system of HongTa group by analyzing the environment, factors,mechanism about the cigarette distribution system of HongTa group,It analyze the reason, way of the cigarette channel of HongTa group conflict by quoting the theory of conflict of Orgnazition Behavior,put thes forward to some measures to manage and coordinate channel conflict.It also,from the manufacture’s (HongTa group)position,designs some indexes and methods for evaluating distributors(tobacco company),channels and the cigarette distrubution system of HongTa group,which evaluates distributions between qualitative aspect and quantitative aspect,evaluates channel by using channels’ value-lose-table method and results comparing method,evaluates the cigarette distribution system’s of hongta group competitive power by applying an envaluating model which develops from Fuzzy and AHP.According to the environments changing,channel conflict,envluating results,it analyzes the reason and steps about the adjustment of the cigarette distrubution system the cigarette,offors the style and content of the adjustment,also puts foaward to three styles of innovation of the cigarette distrubution system the cigarette by quoting the innovation theory.Besides another focal point of this paper is that it applies the above theories to the HongTa group,ao as to explore the application to the reform of the tobacco field of China distrubution system.更多还原