資源描述：
《市場(chǎng)營(yíng)銷畢業(yè)論文--企業(yè)分銷渠道管理》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫(kù)。
1、摘要企業(yè)分銷渠道管理是企業(yè)的一項(xiàng)基礎(chǔ)管理工作，同時(shí)也是企業(yè)獲取長(zhǎng)期競(jìng)爭(zhēng)優(yōu)勢(shì)的戰(zhàn)略要素。在現(xiàn)在全球競(jìng)爭(zhēng)的環(huán)境下市場(chǎng)競(jìng)爭(zhēng)越來(lái)越同質(zhì)化，使企業(yè)通過(guò)產(chǎn)品、價(jià)格、促銷這些戰(zhàn)略要素的差別化來(lái)獲取競(jìng)爭(zhēng)優(yōu)勢(shì)已經(jīng)越來(lái)越困難了；在市場(chǎng)廣闊、區(qū)域差異明顯的中國(guó)市場(chǎng)上，分銷渠道已經(jīng)成為決定企業(yè)市場(chǎng)競(jìng)爭(zhēng)力的最重要的因素，而且分銷渠道競(jìng)爭(zhēng)優(yōu)勢(shì)不易被模仿，是企業(yè)持久的競(jìng)爭(zhēng)優(yōu)勢(shì)。因此，企業(yè)對(duì)分銷渠道進(jìn)行管理的重要性也越來(lái)越凸顯。經(jīng)銷商是分銷渠道上的一個(gè)重要環(huán)節(jié)。他們?cè)谄髽I(yè)的整個(gè)分銷渠道中不僅分擔(dān)了相應(yīng)的責(zé)任與經(jīng)營(yíng)風(fēng)險(xiǎn)，而且在幫助企業(yè)快速分銷產(chǎn)品，擴(kuò)大市場(chǎng)占
2、有率的同時(shí)還傳遞著相關(guān)的市場(chǎng)與需求信息。經(jīng)銷商是企業(yè)面對(duì)市場(chǎng)的第一用戶。本文通過(guò)在公司經(jīng)銷商店的實(shí)踐和對(duì)公司管理者、經(jīng)銷商的深度訪談，對(duì)華潤(rùn)漆在鄭州的分銷渠道進(jìn)行分析，指出經(jīng)銷商在整個(gè)分銷渠道上的重要作用，并結(jié)合公司的實(shí)際情況運(yùn)用分銷渠道管理、經(jīng)銷商管理的相關(guān)理論對(duì)經(jīng)銷商政策提出一些意見(jiàn)和建議，如加強(qiáng)對(duì)經(jīng)銷商的管理、了解經(jīng)銷商的需求、經(jīng)銷商經(jīng)營(yíng)專一化。關(guān)鍵詞：分銷渠道管理經(jīng)銷商管理華潤(rùn)漆經(jīng)銷商政策2AbstractEnterprisedistributionchannelmanagementisabasicmanagemen
3、t,butalsoakindofcorporatestrategyforlong-termcompetitiveadvantagefactor.Inthepresentenvironmentofglobalcompetition,whatincreasingmarketcompetition,homogenizationoftheenterprisethroughproduct,price,promotionofthesestrategicelementsofdifferentiationtoobtaincompetitiv
4、eadvantagehasbecomeincreasinglydifficult;inthebroadmarket,regionaldifferencesaresignificantinChinamarkets.Distributionchannelshasbecomeadecidingmostimportantcompetitivefactors;distributionchannels,asacompetitiveadvantagecannoteasilybeimitated;distributionchannelsis
5、theenterprisesustainablecompetitiveadvantage.Therefore,theimportanceoftheenterprisesmanagingdistributionchannelsbecomemoreandmoreprominent.Dealerdistributionchannelsisanimportantpart.Theirdistributionchannelsthroughouttheenterprisenotonlysharetheresponsibilityandth
6、ecorrespondingbusinessrisks,butalsotherapiddistributionofproductstohelpcompaniesexpandmarketwhilealsoconveyingtherelevantmarketanddemandinformation.Dealersarethefirstcompanytofacethemarketusers.ThisthesiswhichisbasedontheanalysisofCRdistributionchannelsinHuarunpain
7、tinZhengzhoushowthatdealersistheimportantroleofdistributionchannels.andaccordingtothecompany'sactualuseofdistributionchannelmanagementanddealermanagementtheories,thisthesisprovidessomesuggestiontoadjustandimprovethedealerpolicy，Suchasstrengtheningofthedealer'smanag
8、ementtounderstandtheneedsofdistributors,dealersSpecialization.Keywords:distributionchannelmanagement,dealermanagement,Huarunpaint,dealerpolicy2目錄
