【摘要】：在涂料市場(chǎng)如火如荼的競(jìng)爭(zhēng)局面下,外來品牌的競(jìng)爭(zhēng)以及客戶多樣化的需求,迫使各公司從市場(chǎng)上,技術(shù)上、以及服務(wù)上不斷的尋求改變,以滿足顧客的需求。在“得渠道者得天下”的今天,分銷渠道在企業(yè)經(jīng)營(yíng)活動(dòng)中所起的作用則是顯而易見的,寶塔山公司在面臨外來品牌的大舉進(jìn)攻以及自身分銷渠道逐漸不足的現(xiàn)狀下,對(duì)分銷渠道也逐步進(jìn)行了改革,本文以寶塔山公司的分銷渠道為研究對(duì)象,結(jié)合市場(chǎng)營(yíng)銷的相關(guān)理論,引入相應(yīng)的動(dòng)態(tài)股權(quán)的相關(guān)理論,提出新的分銷渠道模式,確保提升寶塔山公司分銷渠道的運(yùn)營(yíng)效率。 本文首先從分銷渠道的相關(guān)理論出發(fā),闡述了分銷渠道的基本概念,分銷渠道的作用以及分銷渠道管理研究的演進(jìn)以及研究的相應(yīng)成果,在此基礎(chǔ)上,分析了寶塔山公司分銷渠道的現(xiàn)狀,探討了寶塔山公司分銷渠道的管理體系,提出了寶塔山公司分銷渠道存在的問題及其原因,并且根據(jù)企業(yè)現(xiàn)有產(chǎn)品的應(yīng)用領(lǐng)域分領(lǐng)域分行業(yè)來設(shè)立項(xiàng)目部,做到項(xiàng)目專項(xiàng)管理,專項(xiàng)管理專業(yè)化的管理模式。 其次,為了提升銷售人員的積極性,針對(duì)新的模式引入動(dòng)態(tài)股權(quán)的理論,提出新的項(xiàng)目部由業(yè)務(wù)員進(jìn)行參股。一方面提升了銷售人員的積極性,一方面也增強(qiáng)了銷售人員的責(zé)任心。這樣的方式在改變寶塔山目前銷售隊(duì)伍積極性不高,銷售人員素質(zhì)參差不齊的方面有一定的借鑒作用。 最后,針對(duì)新的模式,從人力資源、資金保障、信息化等方面提出了相應(yīng)的保障措施,確保新的模式順利有效的運(yùn)行。 通過對(duì)分銷渠道的改善,確保了寶塔山公司在細(xì)分市場(chǎng),渠道下沉方面的有效性,從而提升了寶塔山公司在市場(chǎng)上的競(jìng)爭(zhēng)力,達(dá)到了客戶滿意、企業(yè)競(jìng)爭(zhēng)力提高、企業(yè)形象全面提升的目的。
[Abstract]:In the competitive situation of paint market, the competition of foreign brands and the diversified demands of customers force companies to constantly seek changes in the market, technology and service to meet the needs of customers. In today's world, the role of distribution channels in the business activities of enterprises is obvious. In the face of the large-scale attack of foreign brands and the gradual shortage of their own distribution channels, Baota Mountain Company is facing the situation that its distribution channels are gradually insufficient. The distribution channel has also been reformed step by step. This paper takes the distribution channel of Baotashan Company as the research object, combines the relevant theory of marketing, introduces the relevant theory of the corresponding dynamic equity, and puts forward a new distribution channel model. To ensure the operation efficiency of the distribution channel of Baota Mountain Company. In this paper, the basic concept of distribution channel, the function of distribution channel, the evolution of research on distribution channel management and the corresponding results of the research are first expounded from the relevant theory of distribution channel. This paper analyzes the present situation of the distribution channel of Baotashan Company, probes into the management system of the distribution channel of the company, and puts forward the problems and reasons of the distribution channel of the company. And according to the enterprise existing product application domain to set up the project department according to the profession, achieves the project special management, the special management specialized management pattern. Secondly, in order to promote the enthusiasm of salespeople, the paper introduces the theory of dynamic equity into the new model, and puts forward a new project department in which the salesmen participate in the stock. On the one hand to enhance the enthusiasm of sales staff, on the other hand, enhance the sense of responsibility of sales personnel. Such a way to change the current Baota Mountain sales team enthusiasm is not high, the quality of sales personnel are uneven aspects of a certain reference. Finally, in view of the new mode, put forward the corresponding safeguard measures from the aspects of human resources, fund guarantee, information, etc., to ensure the new mode to run smoothly and effectively. Through the improvement of the distribution channel, the effectiveness of Baotashan Company in subdividing the market and sinking the channel has been ensured, thus enhancing the competitiveness of Baotashan Company in the market, achieving customer satisfaction and improving the competitiveness of the enterprise. The purpose of overall promotion of corporate image.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.72

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