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论文编号：	10795
作者编号：	2120162813
上传时间：	2018/12/11 0:02:57
中文题目：	K公司内部代理人制度研究
英文题目：	Research on the Internal Agent System of K company
指导老师：	李桂华
中文关键字：	工业自动化；渠道创新；内部代理人制度
英文关键字：	Industrial automation; Channel innovation; Internal agent system
中文摘要：	在我国，工业自动化技术随着改革开放对外资的引进，才得以起步和发展。这也导致很长一段时间以来，我国的自动化市场被西门子、ABB、施耐德、罗克韦尔、三菱、欧姆龙等国外几大品牌所垄断。近些年来，随着全球经济增长放缓，制造业需求疲软，使国内本就竞争激烈的工业自动化市场变得更加白热化。在夹缝中生存的国产自动化品牌，开始通过寻求变革和创新，为自己谋得一席之地。本文所研究的K公司，作为国产自动化行业本土品牌的典型代表，抓住行业变革的机遇，通过对营销渠道的创新，一举成为国内自动化行业人机界面市场的龙头品牌。 本文围绕K公司成功推行内部代理人制度这一线索，力争通过对K公司在制度推广各个环节的详细分析和深入研究，剖析制度的本质和成功的原因，并总结了内部代理人制度的适用条件和推广可行性。为达到该目的，本文通过调研、观察、文献研究等方法，对K公司和行业主要竞争对手进行了概括介绍，并对各自的渠道策略进行了对比和分析，进而总结出K公司走向渠道创新，实施内部代理人制度的市场背景和理论依据。在此基础上，引出K公司内部代理人制度的具体内容，以及为推行内部代理人制度，K公司内部所做出的管理整合与前期布局。之后，对K公司全面推行内部代理人制度的步骤进行了深刻描述，并通过内部代理人制度实施前后，公司管理的变化和市场销售额的对比，展现了内部代理人制度实施的成果与不足，并对其成功的原因进行了深刻剖析，最终总结出内部代理人制度的推广适用性。论文最后，进行了全文研究的总结，并指出了研究的不足和下一步研究的方向。 但是同时，在本文研究之前，内部代理人制度并无明确的意义和相关概念，因此，本文只能通过对K公司推行内部代理人制度这一实例的无限还原，深度挖掘所关联的理论基础，结合自己的体会和分析，得出研究结果。其真正应用的价值和局限性尚没有完整的定论。也因此，希望通过本文的抛砖引玉，可以引来更多相关的实际应用和理论研究。饶是如此，K公司内部代理人制度对企业的渠道变革而言，也具有极大的参考意义和研究价值。
英文摘要：	In China, industrial automation technology started and developed with the reform and opening-up. For a long time, China's automation market has been monopolized by several foreign brands such as Siemens, ABB, Schneider, Rockwell, Mitsubishi and Omron. As global economic growth has slowed and manufacturing demand has weakened, the market has become more competitive. The domestic companies that survive in a crevice, begin to seek change and innovation. As a typical representative of local brands, K company has seized the opportunity of industrial reform and become a leading brand in the human-machine interface market of domestic automation industry through innovation in marketing channels. This paper focused that K company carried out the internal agent system successfully. through an in-depth analysis of the internal agent system, exposed the nature of it and the reasons for its success, and summarized the applicable conditions and feasibility of the internal agent system. In order to achieve this goal, this paper makes a general introduction and contrast to K company and its major competitors through the methods of investigation, observation and literature research, so as to summarized theoretical basis and background of the internal agent system of the K company. And then, showed the content of the system and the advanced layout for a successful system, and described the steps of the implementation, and through compared changes in company management and sales, showed the achievements and deficiency of the system, and analyzed the reasons for the success of it, finally drew the conclusion of the feasibility of the system. In the end, summarized the whole paper and pointed out the deficiency of it and the next research. However, before the study in this paper, the internal agent system has no clear meaning and relevant concepts. Therefore, this paper can only get the research results by infinitely restoring the case of K company's implementation of the internal agent system, digging into the relevant theoretical basis and combining with my own experience and analysis. The value and limitations of it have not been fully determined. It is hoped that more relevant practical application and theoretical research can be drawn through this paper. Even so, the internal agent system is of great reference significance and research value for channel innovation.
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