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论文编号：	12585
作者编号：	2320180705
上传时间：	2021/6/16 13:17:09
中文题目：	A公司电力自动化产品渠道管理优化策略研究
英文题目：	Research on Optimization Strategy of Channel Management of A Company''s Electric Power Automation Products
指导老师：	严建援
中文关键字：	电力自动化；渠道管理优化；经销商
英文关键字：	electric power automation; Channel management optimization; dealers
中文摘要：	产品渠道是企业销售产品、连接客户、获取市场信息的关键通道，是企业实现客户价值和企业价值的必经之路。自二十世纪，国内外学者对渠道内涵、渠道管理、渠道冲突和渠道关系进行了深入而系统的研究，取得了一系列成果。产品渠道管理已经成为企业战略管理的核心环节。 A公司是我国电力自动化行业的领军企业，公司主要生产继电保护、综合自动化、智能设备，产品在主网、配电网、新能源、铁路、海外等市场中广泛应用。近年来随着电力自动化市场增速放缓，行业竞争日益激烈，A公司的产品渠道管理暴露出一些问题，急需改进。如何提升公司的渠道管理水平成为一个重要的课题。 通过邀请A公司渠道经销商的高管填写调查问卷、进行深度访谈，发现公司渠道管理领域存在经销商分级不合理、经销商布局不均衡、渠道冲突时有发生和部分经销商盈利情况不佳等问题。运用渠道关系、渠道冲突和渠道管理创新点等理论，结合A公司渠道管理的现状，分析得到渠道管理粗放、渠道价格管控不到位和渠道管理缺乏创新等问题原因。 针对以上问题，有针对性地提出渠道关系优化、渠道冲突管理优化、渠道管理创新等渠道管理优化策略。为保障渠道管理优化策略顺利实施，建议采取优化组织与流程、优化内部沟通和加强绩效评价等保障措施。
英文摘要：	Product channel is the key channel for the enterprise to sell products, connect the customer and get market information, also the product channel is the only way for the enterprise to realize customer value and enterprise value. Since the 20th century, the scholars both at home and abroad have made a deep and systematic study of channel connotation, channel management, channel conflict and channel relationship, and have gotten a series of achievements. Product channel management has become the core link of enterprise strategy management. As a leading enterprise in China's electric power automation industry, A Company mainly produces relay protection, integrated automation, intelligent equipment, which are widely used in the markets of main network, distribution network, new energy, railway and overseas. In recent years, as the growth rate of the electric power automation market slows down and the industry competition becomes increasingly fierce, some problems have been exposed in the product channel management of A Company, which is in urgent need of improvement. How to improve the company's channel management level has become an important topic. By inviting the executives of channel dealers of A Company to fill in the questionnaire and conduct in-depth interviews, it is found that there are problems in the channel management field of the company, such as unreasonable classification of distributors, unbalanced distribution of distributors, frequent channel conflicts and poor profitability of some distributors. By using the theories of channel relationship, channel conflict and channel management innovation, and combining with the current situation of channel management of A Company, this paper analyzes the causes of extensive channel management, inadequate channel price control and lack of innovation in channel management. Aiming at the above problems, channel relationship optimization, channel conflict management optimization, channel management innovation and other channel management optimization strategies are put forward. In order to ensure the smooth implementation of channel management optimization strategy, it is suggested to optimize the organization and process, optimize internal communication and strengthen performance evaluation and other safeguard measures.
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