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MBA硕士论文_施耐德低压电器分销渠道改进策略研究DOC

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文本描述
摘要
施耐德电气自 1987 年进入中国,历经 30 年,低压电器产品长期实行品牌分网销
售渠道策略。然而近年来,渠道细分不够、渠道服务能力低、分销网络管理混乱等渠
道困境已经严重阻碍了公司的发展。因此找出目前低压电器产品分销渠道中存在的问
题、提出解决思路、研究改进对策非常有必要。基于此,本文研究施耐德低压电器分
销渠道改进策略

本文以施耐德低压电器分销渠道为研究对象,对施耐德低压电器所处的外部环
境、内部环境及分销渠道现状进行分析,通过实地走访及问卷调查,重点对施耐德低
压电器分销渠道影响因素及渠道中存在的问题进行了分析。分析发现,施耐德低压电
器分销渠道存在着行业覆盖不够精细;渠道方式不够完善;渠道管理力度不够;渠道
之间冲突相对等主要问题。最后,采用分销渠道相关的渠道结构理论、渠道行为理论、
渠道关系理论,结合施耐德低压电器分销渠道目前的现实状况,对现阶段施耐德低压
电器分销渠道策略进行研究和阐述,得出结论。施耐德低压电器有必要采取根据目标
客户细分渠道、完善渠道模式、加大渠道管理力度、有效管理渠道冲突等改进策略,
丰富分销渠道内容,强化渠道服务能力,完善渠道管理机制

本文以施耐德低压电器产品分销渠道策略优化为视角,充分结合现实,将传统渠
道的价值作用发挥到最大的同时,积极地融入新的时代元素,加强网络渠道建设,拓
展丰富了市场渠道的内容。希望本研究能对施耐德低压电器的企业营销活动有一定的
推动作用,并希望能对同类企业具有一定的参考价值,对其分销渠道建设有所帮助

关键词:施耐德低压电器;分销渠道;渠道改进策略施耐德低压电器分销渠道改进策略研究
I
ABSTRACT
Schneider electric into China since 1987, after 30 years, low-voltage electrical
products long-term brand net sales channel strategy, in recent years, however, channel
segmentation is not enough, the channel service ability is low, the channels of
distribution network management chaos of trouble has seriously hindered the
development of the company. So find out the problems existing in the current low
voltage electrical products distribution channels, puts forward the train of thought,
research improvement countermeasures is very necessary. Based on this, this paper
studies schneider low-voltage distribution channel improvement strategy.
In this paper, Schneider based on low voltage distribution channels as the research
object, schneider to low external environment, internal environment and analyzing the
present situation and problems of distribution channels, through the field visit and
questionnaire survey, focus on the factors influencing schneider low pressure electric
appliance distribution channels and the problems existing in the channel are analyzed.It
is found that the distribution channel of schneider low voltage is not very fine.The
channel is not perfect;Insufficient channel management;The main problems of the
conflict between channels.Finally, the distribution of related theory, the theory of channel
structure, channel behavior channel relationship theory, with the reality of schneider low
pressure electric appliance distribution channels currently, study of schneider low-voltage
distribution channel strategy at present stage, and the conclusion.Schneider low voltage
apparatus are necessary according to the target customer segmentation channels, improve
the channel mode, increase the intensity of channel management, effective management
of channel conflict, such as improving strategies, enriching the content of distribution
channels, and strengthen the channel service ability, improve the channel management
mechanism. In this paper, through the optimization of the schneider low voltage
apparatus product distribution channel strategy perspective, is to address the current
market environment change, the traditional distribution channel management issues such
as optimization.
In this paper, through the optimization of the schneider low voltage apparatus
product distribution channel strategy Angle, combine reality, the value function of the
traditional channels play to the largest at the same time, actively integrate into the newABSTRACT
II
era elements, to strengthen the construction of network channels, expand to enrich the
content of market channels.Hope this research can to schneider low voltage electrical
appliances enterprise marketing activities have a certain role, and hope to have a certain
reference to similar enterprise value, help in its distribution channels construction.
KEYWORDS: Schneider low voltage electrical; Distribution channels; Channel
improvement strategy施耐德低压电器分销渠道改进策略研究目 录
第一章 绪论....1
第一节 研究背景与意义..1
一、研究背景....1
二、研究意义....2
第二节 国内外研究现状2
一、国外研究现状........2
二、国内研究现状........3
三、国内外研究述评....4
第三节 研究思路与方法5
第二章 分销渠道的相关概念与理论7
第一节 分销渠道的相关概念....7
第二节 分销渠道的相关理论....8
一、渠道结构理论........8
二、渠道关系理论........9
三、渠道行为理论......10
第三章 施耐德低压电器分销渠道现状分析..........12
第一节 施耐德公司简介..........12
一、施耐德低压电器总体状况..........12
二、施耐德低压电器渠道现状..........14
第二节 施耐德低压电器市场环境分析..........16
一、市场前景分析......16
二、竞争对手分析......18
第三节 施耐德低压电器内部条件分析..........20
第四节 施耐德低压电器分销渠道中存在的问题分析..........23
一、分销渠道的行业覆盖有待加强..23
二、渠道方式有待完善..........24目录三、渠道管理力度有待加强..26
四、渠道冲突相对严重........
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