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| 论文编号： | 11315 | |
| 作者编号： | 2320170550 | |
| 上传时间： | 2019/12/11 23:02:11 | |
| 中文题目： | 国外农机制造商JD公司在中国的经销商策略研究 | |
| 英文题目： | Studies on the dealer strategies in China of JD Company—a foreign agricultural machine manufacturer | |
| 指导老师： | 侯文华 | |
| 中文关键字： | 经销商策略；分销渠道；网络规划 | |
| 英文关键字： | Dealer strategies; Distribution Channel；Location Planning | |
| 中文摘要： | 农机行业是一个较为传统的机械制造行业，其经营模式在中国有其特殊性：比如大多依托农机购置补贴政策规划其产品线设置；由于使用周期性强，且作为生产资料的属性更强，服务与销售更加紧密地联系；广泛的跨区作业导致零配件地供应成为企业的核心竞争力；供应链较长，制造商普遍使用经销商进行产品销售等等。 JD公司作为世界500强公司，是农机行业在全球的龙头老大。进入中国市场40余年的时间里，在不断输入先进技术，帮助中国在农业机械化道路上越走越好的同时，JD公司也在不断发展自身在中国的经销商网络。作为在中国发展最好的进口农机品牌，在严峻的市场竞争环境下，JD公司近年来的经销商策略遭遇了空前挑战：经销商主动退出、分布过密导致的内部恶意低价竞争以及经销商忠诚度下降等等。 2017年，JD公司实现全球销售500亿美元，而在农业大国中国的销售仅为5亿美元。2017年底，JD公司CEO S·R·A一行造访中国，在承认产品线设置欠妥的原因之后，将JD公司在中国表现不利的另一大原因落在渠道规划问题上。 本文集中要研究的内容，就是基于JD公司在中国的分销渠道设计，经销商网络构建以及现行的渠道策略，发现问题，使用渠道规划策略以及经销商管理方面的理论，找到问题出现的根本原因，进行分销渠道的再设计，完善经销商网络管理策略，以期在一定程度上帮助JD公司摆脱分销渠道方面的问题，并同时为农机行业的其他制造商提供分销渠道设计以及经销商管理策略方面的思路。 | |
| 英文摘要： | Being one of the most traditional machinery industry, the management of agricultural machine manufacturer in China could be very special. For example, most of the manufacturers design their product lines according to the subsidy of the government; and using due to seasons and regarding as a producing material, service plays a very important role in the marketing and sales of the machines; also, service parts could be a core competency for a manufacturer; and the long supply chains always acquire the distribution channel in the form of a dealer network. As a World Fortune 500 enterprise, JD Company is the leader in agricultural machine manufacturing industry. In the past 40 years in China, JD Company has been developing its dealer network while imported advanced techniques to China. And as the best performing foreign agricultural machine manufacturer, JD Company’s distribution channel strategy is facing with the most severe challenges under the tough competition in China: dealers are quitting voluntarily, the density of the dealers is causing the internal low-price competition and the loyalty of the dealers is decreasing severely. In the year of 2017, JD Company made an income of 50 billion USD, but of which, the sales in China only contributed 50 million USD. And in the end of 2017, CEO of JD Company, Mr. S·R·A, visited China. He pointed that the failure of JD in China is because of the wrong location planning after another major reason of product line setting problem. This thesis is mainly based on the analysis of the distribution channel design, dealer network construction and the ongoing channel strategy of JD in China, to discover the reasons for the problems using the theories of channel strategy and dealer management, and to try to find the solutions in distribution channel re-designing, dealer network optimizing to help JD Company tackle the existing problems. And on the other hand, this thesis will provide some methods for other agricultural machine manufacturers in China on how to design distribution channel networks and make dealer management strategies. | |
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