随着互联网、大数据、人工智能等技术在每个领域被广泛采用，SaaS 模式（软件及 服务（Software-as-a-service），服务商提供包括软件、硬件、网络、实施、售后等服务， 用户按需付租赁软件服务费）的 CRM 产品公司迎来快速发展的机会。面临新的挑战威 胁，HC 公司在 2015 年成立渠道部，渠道部负责建设和运营公司渠道体系。渠道部成立 至今，渠道体系建设取得一定的成果，也遇到了渠道伙伴选取定位不清、经销商培训不 到位、经销商存活量不大、客户规模不大、渠道部团队不稳定的问题。 面临新的挑战，非常有必要对 HC 公司 CRM 产品渠道建设开展系统的研究。本文 首先对 HC 公司基本状况、渠道现状进行了深度的剖析，经销商选择不合适、经销商培 训不足、员工归属感不强、高层认知不足的问题已阻碍了营销渠道体系的建设；从内部 环境分析的角度阐述了营销渠道体系规划的必要性。然后从对 SaaS 行业和 SaaS CRM 行业发展现状、趋势，行业竞争方面进行深度剖析，CRM 市场机遇与风险并存。结合 内外环境解析，围绕公司的三年渠道业务目标，论述 HC 公司渠道规划方案的可行性。 为了让渠道规划方案得以顺利实施并达到公司规划目标，最后从渠道精细化管理、内部 达成共识、组织保障与运营制度、企业文化保障四个方面阐述了渠道规划的保障措施。 关键词，销售渠道；投资回报率；营销II Abstract With the wide use of Internet, big data, artificial intelligence and other technologies in every field, the CRM product company of SaaS (Software-as-a-service), which provides services including software, hardware, network, implementation and after-sales, and users pay rental software service fee on demand, is facing the opportunity of rapid development. Faced with new challenges and threats, HC established its Channel Department in 2015, which is responsible for the construction and operation of the company's channel system. Since the establishment of Channel Department, some achievements have been made in the construction of channel system, and problems such as unclear selection of channel partners, inadequate training of distributors, small survival of distributors, small scale of customers and unstable team of channel department have also been encountered. Faced with new challenges, it is necessary to carry out systematic research on CRM product channel construction of HC company. Firstly, this paper makes a deep analysis of HC company's basic situation and channel status quo. The problems of inappropriate selections of distributors, inadequate training of distributors, weak sense of belonging of employees and inadequate awareness of senior management have hindered the construction of marketing channel system. From the perspective of internal environment analysis, this paper expounds the necessity of marketing channel system planning. Then it makes a deep analysis of the current situation, trend and competition of SaaS industry and SaaS CRM industry. CRM market opportunities and risks coexist. Based on the analysis of internal and external environment, the feasibility of HC's channel planning scheme is discussed around the company's three-year channel business objectives. In order to implement the channel planning plan smoothly and achieve the goal of the company planning, the safeguard measures of the channel planning are elaborated from four aspects: channel fine management, internal consensus, organizational guarantee and operation system, and corporate culture guarantee. Key words: Sales channels; Return on investment; Marketing.III 目 录 摘要...........................................................................................................................................I Abstract .................................................................................................................................... II 第一章 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 文献综述 ......................................................................................................................... 2 1.2.1 市场营销发展演变................................................................................................... 2 1.2.2 营销组合策略........................................................................................................... 3 1.2.3 营销渠道相关理论................................................................................................... 4 1.2.4 营销渠道管理理念发展........................................................................................... 5 1.2.5 渠道管理理论........................................................................................................... 7 1.3 研究内容与方法 ............................................................................................................. 7 1.3.1 研究内容................................................................................................................... 7 1.3.2 研究方法与思路....................................................................................................... 8 第二章 HC 公司 CRM 营销渠道现状及存在的问题.........................................................10 2.1 HC 公司基本状况.......................................................................................................... 10 2.1.1 HC 公司发展演变 ................................................................................................... 10 2.1.2 CRM 产品特征及价值 ............................................................................................ 10 2.1.3 HC 公司信息技术实力 ........................................................................................... 12 2.1.4 公司优劣势分析..................................................................................................... 13 2.1.5 销售业绩及市场表现............................................................................................. 13 2.2 HC 公司渠道现状分析.................................................................................................. 16 2.2.1 主流 CRM 渠道来源类型 ...................................................................................... 17 2.2.2 HC 公司 CRM 渠道变革历程 ................................................................................ 18 2.2.3 HC 公司渠道现状分析 ........................................................................................... 19 2.3 HC 公司渠道存在的问题.............................................................................................. 22 2.3.1 经销商选取定位还未清晰..................................................................................... 23IV 2.3.2 经销商培训体系不成熟......................................................................................... 23 2.3.3 薪酬激励制度不成熟............................................................................................. 24 2.3.4 高层对渠道认知不足............................................................................................. 24 2.4 本章小结 ....................................................................................................................... 24 第三章 CRM 产品的营销环境分析.....................................................................................26 3.1 中国的 SaaS 行业发展现状与趋势 .............................................................................. 26 3.1.1 中国的 SaaS 行业发展现状.................................................................................... 26 3.1.2 中国的 SaaS 行业发展趋势.................................................................................... 27 3.2 企业级 SaaS CRM 行业发展现状和趋势 .................................................................. 28 3.2.1 企业级 SaaS CRM 行业发展现状 ........................................................................ 28 3.2.2 企业级 SaaS CRM 市场趋势分析 ........................................................................ 29 3.3 客户需求分析 ................................................................................................................ 30 3.4 SaaS CRM 市场的五力模型分析 ................................................................................. 31 3.4.1 新进入者的威胁...................................................................................................... 31 3.4.2 替代品的威胁.......................................................................................................... 31 3.4.3 行业内的竞争强度.................................................................................................. 32 3.4.4 供应商讨价还价的权力.......................................................................................... 32 3.4.5 顾客讨价还价的权力.............................................................................................. 32 3.5 SaaS CRM 主要竞争对手分析 ..................................................................................... 32 3.6 CRM 渠道来源类型分析 .............................................................................................. 34 3.7 本章小结 ....................................................................................................................... 36 第四章 HC 公司 CRM 营销渠道规划策略..........................................................................37 4.1 渠道规划目标 ................................................................................................................ 37 4.2 营销渠道规划方案 ........................................................................................................ 38 4.2.1 营销渠道设计规划................................................................................................. 38 4.2.2 渠道布局规划......................................................................................................... 38 4.2.3 渠道政策设计......................................................................................................... 40 4.2.4 优质渠道伙伴具备的要素..................................................................................... 42 4.2.5 渠道经理的能力要求............................................................................................. 43 4.3 HC 公司 CRM 营销渠道风险及防范........................................................................... 44V 4.3.1 优惠结算风险及防范............................................................................................. 44 4.3.2 项目报备风险及防范............................................................................................. 45 4.3.3 营销渠道冲突风险及防范..................................................................................... 48 4.4 本章小结 ....................................................................................................................... 48 第五章 渠道规划的保障措施................................................................................................50 5.1 实施渠道精细化管理 .................................................................................................... 50 5.1.1 完善经销商考察和评价标准................................................................................. 50 5.1.2 完善经销商的激励制度......................................................................................... 51 5.1.3 完善渠道经理的能力认证制度............................................................................. 53 5.1.4 完善经销商的能力认证制度................................................................................. 57 5.1.5 筹建经销商培训学院............................................................................................. 58 5.2 达成对渠道发展策略的共识 ........................................................................................ 59 5.3 完善组织架构及运营制度 ........................................................................................... 60 5.4 打造顺应新竞争环境的企业文化 ................................................................................ 62 5.5 本章小结 ....................................................................................................................... 63 结 论........................................................................................................................................64