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论文编号：	13403
作者编号：	2320190477
上传时间：	2022/6/14 18:43:07
中文题目：	AST公司分销渠道优化策略研究
英文题目：	Research on the Optimization Strategy of AST''''s Distribution Channels
指导老师：	孟繁强
中文关键字：	分销渠道；组织管理；优化策略
英文关键字：	distribution channels; organization management; optimization
中文摘要：	作为中国汽车模具市场中重要的配件供应商，AST公司在该行业一直具有卓越的影响力。AST公司多年来持续专注汽车模具领域，其产品获得了下游汽车模具制造商的青睐，其中主业氮气弹簧营收占比超过总营收的 90%。有市场调研数据表明，目前AST公司主营的氮气弹簧品牌在中国市场同类产品中占有率为35%以上，在行业内处于绝对领先水平。 近三年以来，国际国内形势风云突变，加上新冠疫情带来的诸多不确定性，汽车行业增长也逐步放缓甚至出现了下滑，而作为深度依赖汽车行业的供应链上的一环，生产和经营氮气弹簧的企业面临着前所未有的挑战，终端客户在市场下行压力下不断要求供应商降本，AST公司如何在如此严峻的形势下，继续保持自己的市场领先地位？如何利用品牌的质量和口碑优势，保持较高的市场占有率、不断提高在市场中的影响力？作者通过分析AST公司目前的经营状况和渠道现状，认为优化在中国市场的分销渠道体系将是一个可行的突破口。 本研究以中间组织理论作为理论基础，充分讨论了AST公司目前现有的分销渠道中间商存在的必要性和必然性，通过营销渠道理论对现有的分销渠道体系以及AST公司在中国氮气弹簧市场分销渠道现状进行了分析及优化设计，并进一步提出了对应的保障措施。 本研究认为：第一，分销渠道优化的核心是利用组织管理调动渠道成员的积极性，采取合适的方式和手段对经销商进行有效激励；第二，需要通过组织保障来保证分销渠道运行效率，如优化渠道成员审核方案、细化渠道成员绩效评估体系等；第三，在分销渠道优化方案执行中要十分注意新旧模式的交叉和矛盾，要及时科学地处理渠道成员之间的矛盾，利用共同目标、合同约束等方式来确保渠道各方的目标一致性，从而使得优化方案能够顺利实施。总结来说，就是在分销渠道的运行中模拟管理策略，形成组织联动，从而提升分销渠道整体的运行效率。 本研究针对汽车制造行业配件供应商AST公司的分销渠道进行优化，以组织管理为切入角度，相关结论可以给同类企业提供一定的借鉴和参考作用。
英文摘要：	As an important parts supplier in China's auto mold market, AST has always had an outstanding influence in this industry. AST has continued to focus on the field of automotive molds for many years, and its products have won the favor of downstream automotive mold manufacturers, of which the main business nitrogen gas spring revenue accounts for more than 90% of the total revenue. According to market research data, AST's main nitrogen gas spring brand currently occupies more than 35% of similar products in the Chinese market, which is at an absolute leading level in the industry. In the past three years, the international and domestic situation has changed a lot, coupled with many uncertainties brought about by the new crown epidemic, the growth of the automotive industry has gradually slowed down or even declined. As a part of the supply chain that is deeply dependent on the automotive industry, companies which mamufacturing and operating nitrogen gas springs are facing unprecedented challenges. End customers are constantly asking suppliers to reduce costs under the downward pressure of the market. How can AST continue to maintain its leading position in the market under such a severe situation? How to take advantage of the brand's quality and word of mouth to maintain a high market share and continuously improve its influence in the market? The author believes that optimizing the distribution channel system in the Chinese market will be a feasible breakthrough by analyzing the current operating conditions and channel status of AST. Based on the theory of intermediary organization, this study fully discusses the necessity and inevitability of the existence of intermediaries in AST's existing distribution channels. Through the theory of marketing channels, the existing distribution channel system is used to analyze the distribution of AST in China's nitrogen gas spring market. The current situation of the channel is analyzed and optimized design, and further corresponding safeguard measures are put forward. This study believes that: first, the core of distribution channel optimization is to use organizational management to mobilize the enthusiasm of channel members, and to adopt appropriate methods to effectively motivate distributors. Second, it is necessary to ensure the efficiency of distribution channels through organizational security, such as optimize the channel member audit plan, refine the channel member performance evaluation system, etc. Third, pay more attention to the intersection and contradiction between the old and new models in the implementation of the distribution channel optimization plan, deal with the conflict between channel members in a timely and scientific manner, use common goals and contract constraints to ensure the consistency of the objectives of all partners in the channel, so that the optimization plan can be implemented smoothly. To sum up, it is to simulate management strategies in the operation of distribution channels to develop organizational linkages, thereby improving the overall operating efficiency of distribution channels. This study optimizes the distribution channels of AST which is a parts suppliers in the automobile manufacturing industry, and takes organizational management as the starting point. The relevant conclusions can provide some reference for similar companies.
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