伴随着中国工业化建设的不断深化与发展,石油、化工、电力、冶金等行业都实现

了迅猛的发展。由于行业发展的联动效应,计量泵市场也迎来了一次新的发展机遇,突

出表现在市场需求巨大,增长速度快。SPX公司作为德国著名计量泵品牌布朗卢比在中

国市场的销售公司,凭借着良好的品牌知名度,优越的产品性能和现有的营销渠道,在

中国市场上已经取得了初步发展,并且在某些行业保持了很高的市场占有率,赢得了良

好的市场美誉。然而,越来越多外国和中国自主品牌的进入,日益增加的经销商队伍,

使得SPX公司面临着越来越激烈的市场竞争,并且营销渠道冲突问题突出。SPX公司

要想取得未来在中国计量泵市场上的主导地位,则需要进一步推动其市场营销渠道冲突

的解决。

本文运用营销渠道以及营销渠道冲突的相关理论,通过对SPX公司目前的营销渠道现

状进行分析,发现其存在着经销商跨区销售、信息传递滞后等渠道冲突。针对这些问题,

本文建议采用完善直接销售渠道建设,完善区域划分,经销商行业细分,改善经销商的

激励制度,提供营销资源,完善营销渠道中的信息沟通与传递等方法来解决营销渠道的

冲突。此外,本文还进一步提出采取产品技术研发、实行全面质量管理、加强技术营销、

服务营销等支撑营销渠道冲突解决的措施。本文的研宄,有利于促进未来公司在激烈的

市场竞争中提高其自身竞争实力,能够在市场中占据更加主动有利的地位。

关键词:计量泵;营销渠道;营销渠道冲突;营销渠道冲突管理

第II页
华东理工大学硕士学位论文

Marketing Channel Conflict Management Research

of Metering Pump of SPX

Abstract

With the rapid and in-depth development of the industrial construction in China, many

industries such as oil, chemical industry, electricity and metallurgy also catch the opportunity

for development. Influenced by the prosperous economy,the metering pump market also

embraces good prospect for future development, which is obvious in huge market demand,

increasing speed . SPX Company, as the subsidiary of the German famous brand of metering

pump in China, has already achieved primary development by its influential brand, superior

function of products and current marketing channels. However, the entrance of more and

more foreign and domestic Chinese metering pumps and the increasing dealers has forced

SPX Company to face more and more fierce competition, and its conflicts in the marketing

channels stand out and block the future development. Therefore, it is necessary to solve

marketing channel conflictof metering pump of SPX in the metering pumps market in the

future.

By using the relative theory of marketing channels and marketing channel conflict and

analyzing the current marketing channels and digging up its existing problems, we find that

there exist some channel conflicts like cross-regional sales of dealers and the information

transmission lag. Focusing on that, we suggest we should improve direct sales

channels,improve regional division, improve industrial division,improve incentive system for

distributors,provide marketing resources,improvecommunication information and

transmission method in the marketing channelin order to solve conflict of marketing channel.

Furthermore,this article also provide some strengthening and sustaining measures to solve

marketing channel conflict, including research on technology, implementation of total quality

management and conduction of service sales. With the marketing channel conflict

management research of metering pump of SPX,SPX Company can improve its own

competitive ability in the fierce competition and take the leadership in the metering pumps

market in China.

Keywords: Metering Pump; Marketing Channel;MarketingChannel Conflict; Marketing

Channel Conflict Management