摘要

MK公司是一家以“经营多功能一体复合机“为核心事业的跨国企业,其产品性能卓

越、功能强大,在办公行业颇具盛名、享誉国际。目前市场上主要的竞争名牌以曰系品

牌为主,如富士施乐、夏普、东芝、理光等,竞争十分的激烈。其中,有些品牌是以直

销销售为主要经营方式,而有些则是渠道销售的经营策略。MK公司采取的正是后者的

营销模式,在中国市场发展十余年以来,通过不懈的努力建立了非常强大的、遍布全国

二三级城市的渠道网络,培养了一大批忠诚的渠道合作伙伴。

然而,随着金融危机、政局变化、政府严控经费等多种因素的影响,复印机行业在

近几年惨遭业绩重创,连很多行业佼佼者都面临着巨大的压力。事实上,低价竞争、窜

货外流、产品同质化等因素,导致销售传统硬件设备带来的利润已经非常有限,MK公

司必须尽快转变思路、寻找出发展的新途径。同行业公司开始将目标锁定于提供整体解

决方案、及转型成为“具有价值的增值服务供应商”,使自身成为不可替代的、地位稳固

的厂商。对于MK公司来说,这同样是一次发展的良机,MK公司应当以解决方案销售

为契机,尽快地探索和制定一套相应的激励策略,鼓励渠道网络内的经销商,来寻求新

的销售方向。

本文正是在这种行业背景下,以MK公司解决方案的销售为研究对象,运用渠道以

及渠道激励等方面的理论,结合MK公司渠道管理及激励的现状,分析了解决方案在渠

道幵展销售的困难点、未来的发展趋势,最终提出了如何在渠道深化解决方案销售的激

励策略。本文提出了围绕经销商的一系列解决方案销售激励策略,其中,包括设定门檻

引入经销商参与激励计划,通过成长方案提升经销商经营能力,设立资源与资金、安排

培训与激励旅游,建立支持平台、完善解决方案经销商评估制度,提供合理优惠产品价

格,共同开发解决方案自有软件等。并且,进一步提出了 MK公司解决方案销售的渠道

激励支撑策略,通过改善与升级内部组织架构,发布激励经销商的《解决方案合作伙伴

计划》等手段,实施对渠道网络内解决方案经销商的一系列激励措施。

本文通过全面的研究,希望为MK公司提出一个具有可行性的、解决方案在渠道销

售的激励计划,达到厂商、渠道成员、最终用户共赢的目的,并能作为一种崭新的发展

思路为办公行业所借鉴。

关键词:办公行业;复印机;解决方案销售;渠道;渠道激励

第II页
华东理工大学硕士学位论文

Channel Incentive Study of Solution Sales for MK Company

Abstract

MK is a multinational company with world reputation for selling high quality and

advanced multi-functional devices (MFP) in office supply industry. And its biggest

competition in market is coming from Japanese companies like Fuji Xerox, Shaip, Toshiba,

and Ricoh, etc. Among those various business models, some reply on direct selling,but some

sell machines through partners. MK Company focuses on the channel sales model and has

successfully built the network containing many loyal partners in second and third tier cities

all over the country after over ten years' growth in China.

However, in recent years, the MFP business declines significantly due to financial crisis,

political impact and government budget control,not even for MK but for all players.

Meanwhile, the low price competition, the trans-regional outflow and the product

homogeneity have further pressure margins. Therefore, it's time for MK to transform and find

new areas of growth. Other players in this industry already started the transformation and

targeted to become the value added service provider. It's also critical for MK to discover and

build a solution-based incentive strategy, to encourage the partners to contribute more sales.

The objective of this paper in that context is to study the theories of solution sales and

channel incentive management, to apply those in practice by analyzing the current state,

bottleneck and future possibilities of MK Company. This paper mainly focus on the incentive

strategy discussion about channel solution sales, including how to set the bar for encouraging

more distributors to join the incentive program, how to grow together with the partners, how

to assign resources, capital and arrange training and incentive travel, and how to establish the

supporting platform and improve the partner evaluation mechanism, how to set the proper

price and develop related software, and so on. Apart from those, a series of support strategies

for channel incentive program have been further proposed. And the implementation of

channel incentive program has also been covered by discussing the organizational restructure

and release of 'Solution partner program'.

This paper aims to provide a comprehensive and feasible solution so that MK company

can achieve win-win situation with all manufacturers, partners and end users, and establish

industry benchmark.

Key Words: Office supply industry; Multi-functional devices; Channel; Channel incentive;

Solution sales