【作者】 李淑君；

【导师】 梅建军；

【作者基本信息】 山西大学 ， 工商管理， 2009， 硕士

【摘要】 企业渠道管理是企业市场营销的重要方面,对于企业的发展举足轻重。本文首先回顾了营销渠道的基本理论,其中主要介绍了分销渠道的类型(直接渠道和间接渠道)、层次、模式(M分销模式、W分销模式、R分销模式)、发展趋势及国内外研究动态,国内研究主要侧重于渠道的效益、渠道组织体系及渠道模式、渠道行为、渠道的新型关系、网络与渠道创新等方面,而国外研究主要侧重于渠道结构、渠道行为、渠道关系。其次,总结了太原XX电子有限公司渠道管理的发展现状。该公司是在太原市工商局注册的一家股份制有限公司,主营联想全系列产品,文中对与渠道管理密切相关的三大体系:分销体系、专卖店体系、财务部门进行了分析。另外对该公司所涉及的山西主要地市(太原、大同、朔州、长治、阳泉等)的PC市场也做了市场分析,其中重点对公司渠道发展所经历的四个时期,即进入期、困惑期、发展期、阶段性成功期进行了研究。再次,分析了对该公司的渠道管理体系、渠道管理考核与激励、渠道管理的冲突分析。其中渠道管理体系,包括渠道的培训与成员选择,例如成员选择方式、培训内容和培训方式等,以及对所存在的问题进行了探讨;在考核与激励方面本文重点研究了渠道考核办法、激励办法、考核与激励弊端;在冲突分析方面重点研究了区域内部冲突和区域外部冲突。最后,基于上述渠道管理分析的基础,提出了太原XX电子有限公司渠道的具体管理对策与建议,例如优化渠道成员选择方法、解决渠道培训问题、完善渠道激励、减少渠道冲突、发展潜在渠道、建立渠道MIS等。更多还原

【Abstract】 Enterprise channel management is an important aspect of marketing, crucial for the development of enterprises. This article first reviewed the basic theory of marketing channels, which introduces the types of distribution channels (direct channels and indirect channels), level, model (M distribution model, W distribution model, R distribution model), development trends and Research at home and abroad, domestic study focused on the effectiveness of channels, channel organization system and channel model, channel behavior, the new channels, networks and channels innovation, and foreign study focused primarily on channel structure, channel behavior, channel relationships .Second, the summary of Taiyuan XX Electronics Co., Ltd., the development of channel management. The company is registered in the Trade and Industry Bureau in Taiyuan, a joint-stock Co., Ltd. a full range of Lenovo products and channels of the text is closely related to the three major management system: distribution systems, store systems, an analysis of the financial sector. In addition to the company involved in the major cities in Shanxi Province (Taiyuan, Datong, Shuozhou, Changzhi, Yangquan, etc.) of the PC market has also done a market analysis, which focused on the development of the company’s channel through the four periods, namely, access to period, confused period, development period, period of initial success were studied.Third, an analysis of the company’s channel management system, channel management and incentive assessment, analysis of channel conflict management. Which the channel management system, including training and a member of channel choices, such as members of selection, training content and training methods, as well as the problems discussed; in respect of assessment and incentive aspects of the channels in this article focuses on the assessment methods, and incentives , assessment and incentive defects; in the conflict focused on the analysis of intra-regional conflict and external conflict in the region.Finally, based on the above basis of an analysis of channel management and put forward Taiyuan XX Electronics Co., Ltd. channels specific management measures and recommendations, such as channel members to choose Optimization solutions to the issue of channel training, and improve channels of incentives to reduce channel conflict, the development of potential channels, the establishment of MIS and other channels.更多还原