伴随着工业照明市场的发展，一大批优秀的工业照明企业涌现出来。但是，随着
环境的变化，国内工业照明企业的销售网络不能很好地满足市场需求，一些突出
的问题逐渐涌现出来。国内工业照明行业龙头企业 H 公司采用的是按照公司设
置服务中心的直销型销售网络布局，这种销售网络布局导致 H 公司出现了运行
效率低下、客户总部开拓积极性低下等问题，公司的销售收入也呈现下降趋势

因此，有必要研究工业照明企业销售网络的优化，帮助 H 公司解决销售网络中
存在的问题

首先，本文梳理了销售网络、轴-辐网络理论等理论，介绍了 SWOT 分析模
型以及工业照明的相关概念。其次，本文分析了工业照明行业和 H 公司销售网
络现状。再次，本文采用 SWOT 分析模型识别出了 H 公司销售环境的优势和劣
势以及销售环境中存在的机会因素和威胁因素。H 公司销售环境的优势主要是直
销队伍庞大、产品质量高以及产品种类丰富，劣势主要是销售网络运行效率低下、
客户总部开拓积极性低下、窜货日益严重、项目成交率低以及学习障碍难以克服，
这些也是销售网络现存的问题。H 公司销售环境中存在的机会为支持性产业政策、
行业进入壁垒高、发展潜力巨大，威胁因素为经济增长速度放缓、行业竞争日趋
激烈、客户讨价还价能力强。因此，H 公司应采取 WO 战略，即扭转型战略

之后，本文评价了现有销售网络，发现了现有销售网络中存在的问题。在此基础
上设计了销售网络优化的总体思路和具体措施，即将按照省份设立服务中心转变
为按照行业设置服务中心。销售网络优化措施有推动事业部改革、直销销售产品、
强化事业部合作、加强产品流通管理、打造学习型组织以及积极拓展国际市场等
措施。最后，H 公司应当从优化员工管理、增进财务支持、积极改善员工办公环
境和强化组织文化建设等方面采取措施保障销售网络优化措施的顺利实施

关键词：工业照明；销售网络；优化方案；评价；保障措施II
Abstract
The domestic industrial lighting market has been developing rapidly since the
reform and opening up, and the market has great potential. With the development of
industrial lighting market, a large number of outstanding industrial lighting
enterprises have sprung up. However, industrial lighting enterprise sale network can
not meet the needs of the market for the change of environment. And some
outstanding problems gradually emerge. H company which is a leading enterprise in
industrial lighting marketing sets service centers by province and adopt direct sales to
build sales network. The way to build sales network leads some problems, such as low
operational efficiency and so on. Thus, it’s necessary to study the optimization of
industrial lighting enterprise sale network to help H company to solve the problems
existing in the sales network.
First, the thesis combs the study on sale network, hub and spoke network theory,
SWOT analysis model as well as related concepts of industrial lighting. Second, the
thesis analyses the industry of industrial lighting and H company&39;s existing sale
network. Third, the thesis recognizes strengths, weaknesses in H company’s sale
network and opportunities and threats in the industry. Strengths are large number of
direct sales personnel, high quality products and rich product categories. Weaknesses
are low operational efficiency, low initiative of developing customers’ headquarters,
fleeing goods, low rate of project cooperation and greater learning disability.
Opportunities are industry policies of support, high barriers to entry and a huge
development potential. Threats are slower pace of economic growth, fierce
competition, customer bargaining ability. Thus, H company should take the reverse
strategy ( WO strategy ). Then, the thesis evaluates H company&39;s existing sale network
and finds problems in existing sale network. On this basis, the thesis designs
optimization of thinking and measures of sale network, that is setting service centers
by industry. The optimization measures of sale network are division reform, direct
sales of products, strengthening the business department cooperation, strengthening
the management of product circulation, building learning organization and actively
expanding the international market. Final, the thesis designs measures of safeguard. H
company should also adopt measure of safeguard, the measures of safeguard should
be the optimization of employee management, enhancing financial support, activelyIII
improving the office environment and strengthening the building of organizational
culture.
Key Words: Industrial Lighting; Sale Network; Optimization Scheme; Evaluation;
Safeguard MeasuresIV
目 录
第 1 章 绪论 .....1
1.1 研究背景和意义1
1.1.1 研究背景 ..... 1
1.1.2 研究意义 ..... 2
1.2 研究综述4
1.2.1 工业照明相关研究 . 4
1.2.2 渠道相关研究 ......... 5
1.2.3 销售网络相关研究 . 6
1.3 研究内容与方法7
1.3.1 研究内容 ..... 7
1.3.2 研究方法 ... 10
1.4 创新之处 .......... 10
第 2 章 理论基础 .......11
2.1 销售网络相关理论 ...... 11
2.1.1 轴-辐网络理论...... 11
2.1.2 营销组合理论 ....... 12
2.1.3 销售网络的概念与价值 ... 13
2.1.4 销售网络的设计、开发和评价 ... 14
2.2 SWOT 分析模型........... 16
第 3 章 工业照明行业和 H 公司销售网络现状分析..........17
3.1 工业照明相关概念 ...... 17
3.1.1 工业照明 ... 17
3.1.2 工业照明产品与其他照明产品区别 ....... 17
3.1.3 工业照明产品分类 ........... 18
3.1.4 工业照明市场特征 ........... 19
3.2 工业照明行业分析 ...... 20
3.2.1 工业照明行业发展历程 ... 20
3.2.2 工业照明行业发展状况 ... 22
3.3 H 公司销售网络现状分析 .......
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