FLP照明公司批发渠道的建设和维护

【作者】 刘澜波；

【导师】 钱敏；

【作者基本信息】 南京理工大学 ， 工商管理， 2006， 硕士

【摘要】 民用照明产品中的灯管、灯泡、节能灯和电感镇流器占有民用照明产品高达75％的销售份额，具有典型的低值易耗快速流通的特性，其批发渠道一直是每一个民用照明产品制造商首选和最为关注的销售渠道。而经营这些产品的厂家和商家在产品的成熟阶段无一不可避免的遇到跨区和低价销售，即“窜货”的困扰。其结果是由于批发渠道的失控，导致经销商利润空间没有保证而失去继续销售的动力；对厂家而言，由于没有规范的渠道网络，没有稳固的有忠诚度的经销商群体，合作伙伴的流失以致陷入难以持续发展的瓶颈。因此，对代理制中批发渠道的构建和维护，从而规范、稳固和继续扩大销售网络，遏制“窜货”出现，成为所有快速流通消费品操作者的首要解决课题。FLP公司作为照明行业的领导品牌，在中国快速发展了十年以后，就面临着因为窜货带来的销售业绩的停滞不前，员工士气下降和经销商的抱怨等一系列问题。本文根据FLP照明公司在中国照明市场的销售状况，分析造成窜货的各种原因，围绕着如何杜绝窜货，提高销售业绩和提升公司员工和经销商的信心为中心，以营销学，渠道管理等理论为指导，结合自己工作中的亲身经历和经验，提出在FLP照明公司批发渠道中的改革举措，构建新的分销网络和维护模式，以实现持续提高产品销售量，保证经销商利润回报，取得厂商双赢的结果。更多还原

【Abstract】 Among trade lighting products, 75% sales share comes from tube, bulb, energy saving lamp and magnetic ballast, which have the typical characteristics of low cost and quick circulation. The wholesale channel is always the most important and preferred sales way for each manufacturer of trade lighting products. During the mature phase of quick circulation products to the market, the key annoyance for each manufacturer and dealer is CROSS SALE. Cross sales brings the out of control of wholesale channel. As a result, dealers are frustrated by profit loss and their sales motivation drops as well. At the same time, manufacturers will face bottleneck of continuous development caused by nonstandard channel network, unstable and faithless dealers and losing partners. Thereby, the key issue for quick circulation products manufacturers and dealers to face and solve is how to set up and maintain the wholesale channel so that sales network can be expanded stably and continuously, on the other hand, cross sale can be prevented.FLP lighting company, as the leader in the trade lighting market, is facing a serious problem, such as turnover stagnant, sales people demoralized and dealers’ complaints.In this paper, FLP lighting company was taken as object to analyze the possible reasons of cross sales according to the turnover status in the past ten years and the current situation. Around the central problem regarding to how to avoid cross sales, develop turnover and invigorate sales people and dealers, this paper raised some practical measures on the reform of wholesale channels and maintenance, which is under the guide of some related theories, such as marketing, management of sales channels, etc. Aiming is to find the solution way to avoid cross sales, continuously develop turnover and ensure the win-win result between manufacturers and dealers.更多还原