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论文编号：	13744
作者编号：	2320200519
上传时间：	2022/12/20 20:55:53
中文题目：	金镭（中国）科技有限公司 工业设备营销渠道优化策略研究
英文题目：	Research on Optimization Strategy Management of Industrial Products Marketing Channel of KIMRAY Science Technology Co., Ltd.
指导老师：	许晖教授
中文关键字：	渠道管理；数字化转型；工业品B2B
英文关键字：	Channel Management; Digital Transformation; B2B of Industrial Products
中文摘要：	工业作为我国传统行业中的巨头，对我国经济体系的发展起着重要的作用，现如今市场竞争激烈，各大企业竭尽所能的降本增效，优化营销策略，以迎接挑战。其中，销售渠道作为传统工业品公司营销策略中的重要组成部分，除了需要面对一直以来都存在的各种渠道冲突外，其原本靠信息不对称赚取差价利润的“坐商”模式也受到了互联网的严重冲击，线下渠道业务逐年萎缩。在数字经济时代背景下的企业竞争不再是简单的产品、服务间的竞争，而是基于产业链上下游综合实力的竞争。因此，传统的商业模式已不再具备成长优势，要想保持竞争优势，传统工业品企业必须进行销售渠道的优化与整合。而现实中大多数工业品企业在营销渠道优化过程中面临着诸如数据化信息缺失，数字化应用工具缺乏、线上线下渠道冲突、组织结构僵化，渠道管理人才及企业文化缺乏等等现实问题。 工业品企业金镭（中国）科技有限公司是全球电气工程及自动化领域工控仪表行业的外资企业，本文以金镭中国为分析研究对象，探讨传统工业品渠道销售如何面对利用新一代信息技术，进行渠道管理整合与升级。本文运用五力模型、PEST及SWOT多种分析方法，对工业品金镭中国进行外部环境、内部竞争优势及渠道优化策略选择与实施路径进行深入分析。通过同行企业与金镭中国在渠道成员现状、分布、销售比重、选择标准逐一对比，总结出渠道结构的合理性及存在风险。 研究得出金镭（中国）科技有限公司通过对营销渠道的升级与整合，探索渠道融通新模式，从而进行渠道创新，搭建线上线下协同发展的数字化渠道，加强自身能力建设，全面推动公司渠道成员的协同管理以及公司的系统工具、营销体系、组织结构及企业文化的巩固与升级。同时全面赋能渠道合作伙伴，提升其服务及数字化业务能力，更好的利用数字化技术及平台服务下游终端客户，提升整体渠道效率，从而提升金镭中国的核心竞争力。最后，从优化人力资源体系、调整组织架构、完善营销体系、推进技术创新应用等四个方面提出金镭中国数字化营销渠道管理战略实施步骤，通过企业文化保障、资金保障及技术保障的方式，确保公司数字化渠道管理战略得以有效实施。
英文摘要：	Industry has played an important role in the development of our economic system in our country. Nowadays, the market competition is fierce, companies are doing their best to reduce costs and increase efficiency, and optimize marketing strategies to meet the challenges. Sales channel is an important part of the marketing strategy of traditional industrial products companies. In addition to the various channel conflicts it needs to face all the time. The Internet has also seriously impacted the original “sitting business” mode of earning profit by information asymmetry. This has also caused the offline channel business to shrink year by year. Under the background of digital economy era, the competition of enterprises is no longer the simple competition between products and services, but the competition based on the comprehensive strength of the whole industrial chain. It can be seen that the traditional business model no longer has the growth advantage. In order to maintain the competitive advantage, the traditional industrial products enterprises must carry out the optimization and integration of sales channels. Nowadays, most industrial product companies are faced with practical problems in the process of channel digital transformation, such as the lack of digital information and application tools, the conflict between online and offline channels, the rigid organizational structure, the lack of digital business talents and corporate culture and so on. Industrial products enterprise KIMRAY is a foreign-funded enterprise in the field of electrical engineering and automation. This paper takes KIMRAY as the research object to discuss how to use the new generation of information technology to upgrade and integrate channel management. This paper uses the five forces model、PEST and SWOT analysis methods to analyze the external environment, internal competitive advantages and channel optimization strategy selection and implementation path of KIMRAY. It is concluded that KIMRAY Technology Company can standardize and strengthen management measures of price system to upgrade and integrate traditional channels. Explore the new mode of channel integration so as to carry out channel innovation and build a digital Omni-channel network for online and offline collaborative development. Strengthen their own capacity building, and comprehensively promote the consolidation and upgrading of channel business collaborative management, system tools, marketing system, organizational structure and corporate culture. At the same time, the management department should fully empower channel partners, improve their service and digital business capabilities. Better use of digital technology and platform to serve downstream end customers to improve the overall channel efficiency and enhance the core competitiveness of KIMRAY. Finally, from the four aspects of the human resources system optimizing, the organizational structure adjusting, the application of technological innovation promoting, the implementation steps of KIMRAY digital marketing channel management strategy are proposed to ensure the effective implementation of the company’s digital channel management strategy by corporate culture guarantee, capital guarantee and technical guarantee.
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