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论文编号：	1738
作者编号：	2120072148
上传时间：	2009/12/24 9:49:29
中文题目：	基于客户关系管理的建材经销商选择及其管理的研究-以可耐福保温材料公司为例
英文题目：	Research on the Deistributors Selectinon and Management Based on CRM of Building Material Enterprise--as a case of Knauf Insulation
指导老师：	李东进
中文关键字：	客户关系管理 建材企业 经销商选择 经销商管理
英文关键字：	Customer relationship management Building material enterprise
中文摘要：	市场经济快速发展为建材的发展提供了良好的机遇和广阔的市场。我国新型建材工业是伴随着改革开放的不断深入而发展起来的，从1979年到1998年是我国新型建材发展的重要历史时期。经过20年的发展，我国新型建材工业基本完成了从无到有、从小到大的发展过程，在全国范围内形成了一个新兴的行业，成为建材工业中重要产品门类和新的经济增长点。经济建设的迅速发展和人民生活水平的不断提高，给新型建材的发展提供了良好的机遇和广阔的市场。 建材的发展方向强调“绿色”环保、节能，而这种节能、绿色环保的新型建材也将成为未来市场主流。在发展方向上，国家对建材行业采取标准化，从整个行业上加大技术创新力度，在生产的过程中要求并鼓励节能降耗。在这种绿色建材、节能环保的理念下，建材企业生产的产品创新技术含量更高，产品更绿色环保。在营销渠道上，更重视经销商的选择和管理。经销商能够盈利源于在渠道中所起的作用。经销商在流通领域的功能弥补了产品、服务和下一级渠道成员与消费者之间地点、时间等差异。其积极意义在于： 经销商可以提升产品或厂家的价值，该价值主要体现在经销商不仅提供产品流通功能，同时还能创造性辅助厂商做助销的工作。 经销商与生产厂商在市场中起着同样使交易成本下降的作用。具体体现在节约了时间成本、财务成本和沟通成本。 其次经销商在渠道掌握的优势主要包括六方面的内容：品牌与商誉、资本、网点和渠道、观念、关系和人力资源。因此建材企业除了对产品的变化以适应新形势的需求外，对其销售渠道中最为主要的经销商的要求也更高。 “向好客户推销” 是当今众多企业销售的一个基本原则。当企业把产品和市场交给一个经销商后，也就等于把企业的前途和命运交给了经销商。如果企业选择了一个好的经销商，产品占领市场就有了极大的保证，销售工作也就变得比较顺畅，管理工作也就变得比较容易；如果企业选择了一个不好的经销商，就大大增加了销售的风险性；不仅市场很难打开，而且经销商会给企业造成很多的麻烦，如倾销、窜货、应收帐款到不还等等。因此，很多时候企业会把选择经销商看成是一场“堵博”。这也表明，企业在选择经销商时，一定要深入认真细致，全面了解经销商的各方面信息，在日常对经销商的工作中扬长避短，才能真正发挥经销商的作用。因此为了顺应趋势建材企业在经销商选择上也有了新的标准和新的选择方式。在日益激烈的市场竞争环境下，建材企业应该如何选择经销商，同时避免在经销商的选择上出现的一些问题，制定相关经销商管理策略，健全经销商的管理体系，加强客户关系管理用以来应对激烈的市场竞争和复杂多变的市场环境，并且继续保持企业强劲有力的发展势头成为建材企业的一项重大课题。 以客户为中心赢得客户忠诚是企业不二法则。而当今激烈竞争的商业世界里，无论如何强调企业与客户建立关系、维持关系与发展关系得重要性都不过分。客户关系管理永远是企业讨论且关注的热门话题，本文正是在客户关系管理条件下，站在建材企业的角度探讨了经销商的选择和管理策略。 论文共分六个部分，第一章为绪论，首先说明了论文的选题背景和意义，并结合相关的研究方法，阐述出本文的研究目的，提出了研究思路，并给出了本文的基本框架。第二章对相关文献进行较为系统的梳理与归纳，详细介绍了论文应用的基本理论，从客户关系管理和经销商两方面的理论加以论述。第三章探讨了中国建材行业以及新型建材行业和建材企业的发展，详细分析了中国建材行业的宏观和微观环境与中国新型建材以及建材企业的现状，并对未来进行了预测。同时对经销商的选择的因素和标准进行了阐述，并提出了建材企业在选择经销商的主要十一个标准：营销思路、态度、信用、财务状况、销售状况、管理能力、产品线、市场占有率、规模、销售实力、声誉和合作意愿。这十一个选择供应商的标准对建材企业有较好的指导作用。除此之外，也提出了建材企业选择经销商存在的五个问题，诸如选择下线客户分布广的经销商、选择规模大的经销商、选择经验丰富的经销商、选择实力强的经销商、选择代理品牌多的经销商。提示建材企业在日后选择经销商时候应避免此类问题，应根据企业自身的状况和销售产品的特点制定相关的经销商选择标准，避免钻牛角尖，在经销商的选择上出现问题。第四章结合建材企业的实际情况，提出了建材企业经销商管理的具体方案：建立经销商数据库、经销商窜货管理、经销商区域管理、经销商返利管理、经销商应收帐款管理和经销商冲突管理。力争全面、系统地为企业选择、管理经销商提供指导。论文第五章结合作者公司可耐福保温材料公司的案例，阐释了在客户关系管理下对建材企业经销商的选择和管理，并对案例进行相关分析，找出不足，提出合理性建议。第六章对整篇论文进行总结归纳，指出经销商在厂商渠道建设中占有很重要的地位，以客户为中心，提高经销商的满意度和忠诚度，为实现企业可持续发展提供了一种全新的经销商选择和管理的战略思想和方法。希望本文为对建材企业在经销商的选择和管理上有一定的借鉴意义。
英文摘要：	It provides a good chance and wide marketing for building material with the development of the economic construction and the improvement of standard of living.The new building material has been developed with the Innovation and Open deeply. It’s the most important historical period from 1979 to 1990 for the development of our new building material. Our new building material industry grows up from zero to ten through 20 years development. Then a new industry has been formed in China, and it becomes an important product category and new rising point. The development direction of building material is emphasized on “Green” environmental conservation and energy saving. This kind of new material is the mainstream trend in the future. Nation states that adopt standardization of development direction for building material and encourage energy saving, and environmental conservation for production. Under the natural opinion of Green building material, energy saving, and environmental conservation, to meet the new development need, and the building material enterprises enhance technical innovation, reduce the energy consummation day by day. Production is Greener and environmental conservation .On the sale channel the building material enterprises pay more attention to the selection and management strategy of distributors. The resource of payoff of distributors is from their channel function. The function of Distributors in formal channel supply the diversities in the product, service, lower channel member and the customers’ places and time. The positive is as followings: Distributors may upgrade the value of product and enterprise. The value mainly shows not only providing the function of product circulation and creative promotion. Distributors may drop the business cost the same as producer. It can save the costs of time, finance and communication. The advantage of distributors in channel is including to 6 aspects: Brand and Repitaion,Capital, Sales Channel, Conception, Relations and Human Resource. So the building material enterprise is higher demand than before to meet the new development. The basic sales principle is “Promotion to good customers”. It means that the producer put the future and destiny to the distributors when the producer authorizes the market and product to distributors. The promise of marketing share and smooth of sales will be obtained if the producer choose a right distributors, Or it increase sales risk with the hard promotion, and the bad distributors will bring more troubles to producer, for example dumping, out of region, receivables exceed maturity. So the selection distributor is as gambling by more enterprises. As well as the enterprises should pay more attention to the selection of the distributors and know well about the distributors to avoid weak point. The building material enterprises should choose new standard and selection way to match the development trend. For the purpose of answer serious marketing competition with complicated and various marketing environments, how to make the distributer management strategy, sanity distributer management system, strengthen customer relations management under more and more serious marketing competition condition has become a fatal task to of the building material enterprise The customers are as the center to win the customers loyalty. Emphasize the relationship with the customers, keep the relationship and develop the relationship are normal under today drastic business world. CRM is always the discussion and attention hot topic. The article is discussed the selection of distributer and management strategy as the view of building material enterprises based on CRM. This article is made up of the introduction and 6 sections. Chapter1 describes the meaning and backgrounds of the research, and put forward the purpose of the search and explains the methodology and the structure of this article. Chapter2 introduces the methodology of the research in details and reviews the fundamental related theories from CRM and Distributors. Chapter3 reviews each stage of the development of the Chinese building material industry and enterprise, labor the microenvironment and microenvironment of building martial and new material industry and forecast the future, identifies the factors and standard of selection of distributor, and bring forward the mistakes of selection of distributor. Bring forward 11 main selection standards: Sales method, Attitude, Credit, Finance status, Sales status, management ability, product line, Marketing Occupancy Rate, Scope, Sales Strength, Reputation and cooperation Will. These 11 selection standard will guide to building material enterprises. These 5 questions of selection distributors are put forward in the article. E.g. select the distributors who own more difference sub-dealers, select sweeping distributors, select seasoned distributors, select strength distributors, select the distributors who surrogate much band. The selection of distributer adopts new standard and selection fashion of the building material enterprise to avoid these questions. Chapter 4 combine the fact of building material enterprise, points out the detail scheme of distributer management: 1. Set up distributer information database, 2. The management of distribution out of region 3. Region management, 4. Rebate management, 5. Receivable account management 6. Distributor conflict management. Chapter 5 links the Knaufinsulation Case, explains the selection and management of distributor of building material enterprise under CRM. then point the deficiency and give more good advices. Finally summarizes entire chapters to draw a conclusion. Point the important of distributors in producer channel construction, improve the satisfactoriness and loyalty of customers based on CRM to actualize persistent development of enterprises through supplying a type of new ideas of distributors selection and management strategy. Hopefully provide definite instruction for the selection and management of distributor of building material enterprise.
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