单位代码 10602
学号 2020010923
分 类 号F274
密级 公开
硕士专业学位论文
TM 公司 S 分析仪营销渠道体系优化研究
Research on channel System optimization of TM Company S Analyzer
学院 ： 经济 管理学院
学 位 类 别 ： 工商 管理
领域 ： 营销 管理
年级 ： 2020 级
研究生 ： 姜林 铃
指 导 教 师 ： 陆奇 岸
完 成 日 期 ： 2022 年 6 月
TM 公司 S 分析仪营销渠道体系优化研究
专业名称：工商管理
申 请 人：姜林铃
指导教师：陆奇岸
摘要
TM 公司是一家跨国公司，是世界 500 强企业，在硅谷的科技公司中排名第七。
进入中国已超过 30 年，在中国的总部设于上海，并在北京、广州、香港、台湾、
成都、沈阳、西安、南京、武汉等地设立了分公司。其将世界级的前沿技术和产
品带给国内客户，并提供应用开发与培训等多项服务；位于上海的中国创新中心
结合国内市场的需求和国外先进技术，研发适合中国的技术和产品。TM 公司是全
球第一台光谱S 分析仪（问世于 1987 年）的发明者，拥有近 30 年的生产及应用
经验，是国际公认的设计制造以及相关技术的领导者，是经过各行业无数客户验
证，公认为行业的领头羊。与此同时，近年来竞争对手纷纷崛起以及市场容量的
日益增加，在商品质量相近和价格竞争激烈的市场下，TM公司 S 分析仪想要保持
行业领先地位需根据实际情况对各个环节进行完善。TM公司是一家追求数字高增
长的公司。为了完成厂家指定的销售目标，渠道商的订货压力越来越大，库存高
涨，资金压力也变大，使得一些老牌渠道商被巨大的库存量压得喘不过气；随着
人工成本，物流及营运成本的升高，渠道商的利润日渐下滑，导致渠道商在新市
场新产品的动力不足。为了应对市场需求瞬息万变，如何能更快更高效帮助渠道
商找准方向，规划目标市场是厂家刻不容缓的重要任务之一。同时，对渠道商进
行有效的管理及营销渠道的优化也是渠道管理者应尽的责任。
本论文通过对TM 公司 S 分析仪营销渠道体系优化的理论研究，能够有效地同
实践工作结合起来，有利于增强 TM 公司 S 分析仪的营销渠道管理能力，增加渠道
效率，提升销售业绩。在本文的研究中，主要分为六个部分：第一部分为绪论，
主要是介绍本文研究的目的和意义，通过国内外研究现状，结合公司现状进行总
结，同时也引出了在本文研究中相关的研究方法，此方法对其研究的价值以及论
文框架；第二部分为本论文的理论基础，主要介绍渠道管理的概念、功能、结构
以及营销渠道关系理论，引出营销渠道的3C 能力评价法对S 分析仪现有渠道进行
评估。在第三部分，利用宏观环境分析法分析 S 分析仪的营销政治环境、经济环
境、社会文化环境、技术环境以及微观环境的影响。第四部分主要对TM 公司 S 分
析仪营销渠道的现状分析。通过对 TM 公司介绍、S分析仪简介、竞品市场介绍、
现有渠道分析及营销渠道的评估等，找出 S 分析仪目前存在的问题并分析其原因。
第五部分为营销渠道优化策略及保障措施，根据公司现有情况进行分析，并针对
性地进行优化以及具体的保障措施。第六部分为结论与展望，根据对公司及产品
实际情况进行总结，并针对以上理论基础以及相关方法的研究，对公司未来的发
展进行展望并总结不足之处。
关键词：营销渠道；渠道管理；渠道优化
I
Abstract
TM is a multinational company, which is a Fortune 500 company and the seventh
largest technology company in Silicon Valley. TM has been in China for more than 30
years, with its headquarter in Shanghai and branches in Beijing, Guangzhou, Hong Kong,
Taiwan, Chengdu, Shenyang, Xi ;an, Nanjing, Wuhan and other places. To bring world-
class cutting-edge technology and products to domestic customers and provide
application development and training and other services. The China Innovation Center in
Shanghai combines the needs of the domestic market with advanced foreign technologies
to develop technologies and products suitable for China. S analyzer born in 1987 and is
the world;s first spectral inventor. With nearly 30 years of production and application
experience, S analyzer is an internationally recognized leader in design and
manufacturing. Through the verification of countless customers in various industries,
recognized as the industry leader. At the same time, in recent years, the rise of
competitors and the increasing market capacity in the market with similar product quality
and fiercely price competition, S analyzer should be improved in all aspects according to
the actual situation in order to maintain the leading position in the industry. TM company
is a company that pursues high growth in sales performance. In order to achieve the sales
goals specified by the manufacturer, the ordering pressure of the channel partners is
becoming more and more intense. The inventory is rising, the financial pressure is also
becoming larger, making some old channel partners is overwhelmed by the huge
inventory; With the increasing of labor costs, logistics and operating costs, the profits of
channel operators are declining, leading to channel operators have no motivation to invest
too much in new markets and new products; Market demand is changing rapidly, how to
help channel partners quickly and efficiently find the right direction, planning the target
market is one of the most urgent and important tasks for manufacturers. Effective
management of channel partners and marketing channel optimization is also the
responsibility of channel managers.
Through the theoretical research on the optimization of TM company S products
marketing channel system, this paper can effectively combine with practical activities,
which is conducive to enhancing TM company S products marketing channel
management ability, increasing channel efficiency and improving sales performance. In
this study, mainly divided into six parts: the first part is introduction, mainly introduced
in this paper, the purpose and significance of the study, by domestic and foreign research
present situation, carries on the summary, together with the present situation of the
II
company at the same time also led to relevant research methods in the study of this paper
and the method of the value of its research and paper framework; The second part, as the
theoretical basis of this paper, mainly introduces the concept, function, structure and
marketing channel relationship theory of channel management, and introduces the 3C
capability evaluation method of marketing channel to evaluate the existing channels of S
analyzer. The third part analyzes the influence of political environment, economic
environment, social and cultural environment and technical environment on the
marketing of S analyzer by using macro environmental analysis method. And S analyzer
is affected by the microscopic environment. The fourth part mainly analyzes the current
situation of TM S analyzer marketing channel. Through the introduction of TM company,
S analyzer introduction, competitive product market introduction, analysis of existing
channels and evaluation of marketing channels, find out the existing problems of S
analyzer and analyze their causes. The fifth part is marketing channel optimization
strategy and safeguard measures, according to the existing situation of the company to
analyze, and targeted optimization and specific safeguard measures. The sixth part is the
conclusion and prospect, which summarizes the actual situation of the company and its
products. Based on the above theoretical basis and research on related methods, the future
development of the company prospected and the deficiencies are summarized.
Key words: Marketing channels; Channel management; Channel optimization
III