Abstract
- III -
Abstract
As the world's leading manufacturers of industrial device, GF Group, which
entered China Market since 1998 officially, and marketing channels to take full
system in 2000, has the rapid development in the sales growth in China. GF Beijing
share of sales of industrial equipment companies accounted 1/4 GF China's total sales
of industrial equipment, hand along with international competitors have entered the
Chinese market, on the other hand the rapid rise of Chinese companies, especially
scattered its marketing channels, highlights problematic, making GF Beijing company
faces enormous challenges, five-year strategy to achieve long-term development
objectives and its seems difficult to develop.
The research on marketing channels in western has been nearly a century, while it
mainly in the field of FMCG, so little on the marketing channels of industrial
equipment, especially little on multinational industrial equipment companies
marketing channels which in China. Because the development of multinational
companies in China has its special background for the study and management of
marketing channels can not copy the experience of other countries, and foreign
companies should be based on its own characteristics and product features, combined
with our unique market characteristics, geographical features and characteristics of the
channel members to re-examine avoid acclimatized phenomenon. Based Optimization
Case GF Beijing industrial equipment company marketing channel structure studies of
industrial equipment for multinational marketing channel structure in China studies
and optimization theory to solve similar problems have some guidance and
inspiration.
This paper studies the basic theories and a lot of literature on the management of
marketing channels, using five forces model to analyze the competitive situation GF
Beijing company's industry and to identify companies with the industry's best
marketing channel gap using benchmarking standard method for marketing Guaixiang
taken during the interview to find out the depth behind the structural problems of
marketing channels, and finally use the ECRS method for structural optimization of
the integration of existing marketing channels.
In this paper, the design principles of marketing channels based on the needs and
principles established in the channel structure optimization, respectively, after the- I -
摘 要
作为世界知名的工业设备制造商 GF 集团，自 1998 年正式进入中国市场，
并于 2000 年后采取完整的营销渠道体制，在华销售额增长呈几何倍数态势迅猛
发展。GF 北京公司工业设备的销售份额占 GF 中国工业设备销售总额的 1/4，一
方面伴随着国际竞争对手的相继进入中国市场，另一方面中国本土企业的迅速崛
起，特别是其营销渠道散乱，凸显的问题重重，使得 GF 北京公司面临巨大挑战，
要实现其制定的五年战略和长期发展目标显得困难重重

中西方对于营销渠道领域的研究已经近一个世纪，其研究文献主要集中在快
消品领域，对于工业设备领域的营销渠道研究比较少，对于在华发展的跨国工业
设备企业的营销渠道研究更是少之又少。因为在华发展的跨国公司有着其特殊的
背景，对于营销渠道研究及管理不能照搬国外的经验，而应该基于外企自身特点
和产品特点，结合我国特有的市场特点、地域特点和渠道成员特点重新研究，避
免水土不服的现象。本文基于 GF 北京公司工业设备营销渠道结构的优化案例研
究对于在华的跨国公司工业设备营销渠道结构优化理论研究以及解决类似问题
有一定的指导和启发

本文在研究了大量营销渠道管理的理论及文献的基础上，使用五力模型分析
GF 北京公司所处行业的竞争态势，并使用标杆标准法找出与行业内优秀企业的
营销渠道差距，对于营销过程中的怪象采取深度访谈法找出背后隐藏的营销渠道
结构问题，最后使用 ECRS 法对现有营销渠道结构优化整合

本文以营销渠道设计原理为基础，在确立渠道结构优化的需求和原则后，对
于决定渠道结构的三个维度和影响营销渠道结构的市场、产品和公司三个主要因
素逐步分析后分别确定优化方案，并在确立渠道成员的选择方案后，最终形成理
想的营销渠道结构模型。不仅如此，还建立 GF 北京公司工业设备营销渠道结构
优化支持体系，建立优化委员会和考评委员会，一方面优化委员会对现有营销渠
道结构进行整合，另一方面考评委员会将优化前后的营销渠道结构问题以及不正
常现象的对比，最后将优化前后经济效益的数据对比，反映出此次营销渠道结构
优化的成效

希望本文针对在华跨国公司工业设备渠道结构优化及实施的研究，具有一定
的借鉴和指导意义

关键词：GF 北京公司，工业设备，营销渠道结构优化，跨国公司北京工业大学工商管理硕士专业学位论文
decision to determine the optimal solution structure of the three dimensions of the
channel structure of the market and marketing channels, products and companies of
the three main factors affecting the stepwise analysis and, after the establishment of
the options channel members, eventually forming an ideal marketing channel structure
model. Not only that, the company also established GF Beijing industrial equipment
marketing channel structure optimization support system, the establishment of
committees and evaluation committee optimization, optimization of the Commission
on the one hand, the structure of the existing marketing channels to integrate the other
hand, the evaluation committee will optimize marketing channels before and after
structural problems and irregularities contrast, comparison of the data before and after
the final will optimize the economic benefits, reflecting the effectiveness of marketing
channel structure optimization.
This study of multinational industrial device channel structure optimization and
implementation in China, with some reference and guidance.
Keywords: GF Beijing Branch; Industrial Device; Marketing Channel Structure
Optimization; Multinational Corporation