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论文编号：	12102
作者编号：	2320170553
上传时间：	2020/12/11 21:00:59
中文题目：	DK种子公司渠道管理战略研究
英文题目：	Research on the Distribution Management Strategy of DK Seed Company
指导老师：	侯文华
中文关键字：	种子行业；渠道管理；渠道战略
英文关键字：	Seed Industry；Distribution Management; Distribution Strategy
中文摘要：	农业发展是决定其它产业的基础，也是一个国家经济发展的基本保障，它关系到一个国家的国计和民生。中国是人口大国，也是农业生产的大国，农业生产及粮食安全已经被提升到国家战略层面。种子又是农业生产的基础，为了维护品种选育者和种子生产者、经营者、使用者的合法权益，我国已经立法规范了品种选育和种子生产、经营、使用等行为。但这也使种子产业的市场化逐步加剧，由于种子生产的门槛相对较低，所以造成从业者众多，行业竞争十分激烈。DK种子公司是一家“育繁推”一体化的玉米种子生产销售企业，公司具有相对良好的育种资源。为了在激烈的市场竞争中能够脱颖而出，公司制定了长期的发展目标及战略规划，想通过实施和优化渠道管理战略，实现销售额提升及市场占有率等的企业中长期发展目标。 本文首先对于本篇论文中使用的相关管理理论和分析工具进行了阐述。随后介绍了企业目前的渠道管理现状和渠道管理的主要问题包括：渠道管理流程的问题、渠道销售模式的问题、经销商销售能力及忠诚度的问题。随后使用PEST分析了DK种子公司目前的外部环境，大部分外部环境的变化及发展对于企业实施相关渠道战略是有利的。接下来通过SWOT分析指出了公司目前的优势如育种资源和能力、生产和加工能力，主要劣势有产品的成本较高，渠道控制能力弱；主要外部机会包括玉米机械化率进一步提升，土地流转及中国肉类消费的增长；威胁包括玉米品种市场激烈的竞争，政府农业政策导向等。针对DK种子公司的SWOT矩阵的分析，明确DK种子渠道管理应选择WO改进型战略，基于渠道战略的选择，建议DK种子公司实施渠道战略的具体措施包括：建立完善的渠道管理流程、优化现有的大客户销售模式及开发电商销售模式、通过行动拉动和政策的驱动提升经销商的销售能力和忠诚度等。为了保障战略选择和相关措施，DK种子公司需要在渠道利润和产品线、渠道管理组织结构和人员及相关的预算投入、管理决策机制的设立和工具开发及实践验证等方面提供对应的保障。 本论文研究的对象为农业行业中种子企业，具备一定的研究意义。通过对DK种子公司的渠道管理战略的研究，得出切实可行的研究结论。不但可以改进DK种子公司在渠道管理方面的主要问题，提升其渠道能力从而帮助公司长期发展。同时相关战略选择及措施随着进一步的实践发展，也可以为种子行业内企业提供参考借鉴。
英文摘要：	The development of agriculture is the basis for determining other industries and the basic guarantee for a country's economic development. It is related to a country's national economy and people's livelihood. China is a populous country as well as a large country in agricultural production. Agricultural production and food security have been elevated to the national strategic level. Seeds are the foundation of agricultural production. In order to protect the legitimate rights and interests of breeders and seed producers, operators, and farmer, China has gradually regulated the behaviours of breed selection and seed production, management, and use. This has also enabled the seed industry to gradually increase its marketization. Due to the relatively low threshold for seed production, it has resulted in a large number of players and fierce competition in the industry. DK Seed Company is an integrated corn seed production and sales enterprise with "breeding, propagation and promotion". The company has good breeding resources. In order to succeed in the fierce market competition, the company has formulated long-term development goals and strategic plans, and wants to achieve medium and long-term business goals such as increasing sales and market share by implementing and optimizing distribution management strategies. This thesis first describes the relevant management theories and analysis tools. Then introduced the current status of the company's current distribution management, and the main problems of distribution management include: distribution management process issues, sales model issues, dealer sales capabilities and loyalty issues. At the same time, using PEST to analyse the current external environment of DK Seed Company, most of the changes and development of the external environment are beneficial to the implementation of related distribution strategies. The SWOT analysis pointed out the company's current advantages such as breeding resources and capabilities, production and processing capabilities. The main disadvantages are higher product costs and weak distribution control capabilities. The main external opportunities include the further increase in the rate of corn mechanization, land transfer and the growth of China's meat consumption; threats include fierce competition in the corn variety market and the government's agricultural policy orientation. Based on the analysis of the SWOT matrix of DK Seed Company, it is clear that DK Seed Channel Management should choose WO improved strategy. Based on the choice of strategy, it is recommended that DK Seed Company implement specific measures for channel strategy including: establishing a sound distribution management process, optimization Existing direct sales model and development of e-commerce sales model, through action pull and policy drive to enhance dealers' sales ability and loyalty, etc. In order to guarantee the corresponding strategic choices and related measures, DK Seed Company needs to provide corresponding guarantees in terms of channel profit and product piper-line, organizational structure and personnel, and related budget input, the establishment of decision-making mechanisms, and the verification of tools and practices. The research object of this thesis is Seed Company in the agricultural industry, which has certain research significance. Through the research on the distribution management strategy of DK Seed Company, practical research conclusions are drawn. It can not only improve the key issues of DK Seed Company in terms of distribution management, but also enhance its distribution capabilities to support the company's long-term development. At the same time, relevant strategies option can also provide reference for the seed industry with the further development of practice.
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