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论文编号：	3107
作者编号：	2120082618
上传时间：	2011/5/27 9:31:59
中文题目：	纸张经销商渠道模式研究—以D公司为例
英文题目：	A Research on the Sales Channels of Paper Dealer for the Example of D Company
指导老师：	韩德昌
中文关键字：	纸张经销商 营销渠道 渠道模式
英文关键字：	paper dealer channel of marketing channel mode
中文摘要：	近十几年来我国的造纸行业得到了迅猛发展，无论从造纸设备还是质量上都有彻底的改观，造纸的产能也有了大幅度的提高，从以前的依赖进口到现在的供大于求，伴随着造纸行业蓬勃发展的同时，对节能环保、林浆一体化的要求越来越高，这些问题已经成为了造纸行业最大的困惑。 随着人们生活的水平的提高，对纸张的需求也不断地增加，但是，纸张产量增加的速度大于消费需求增加速度，在2007我国的我国造纸产能已经大于消费量，纸厂的战略中心已经扩大产量转移到建设销售渠道上，只有建设好销售渠道才能占领市场。作为纸厂销售渠道之一的纸张经销商，是纸厂目前主要的销售渠道，同时纸张经销商有要建设自己的销售渠道。 本文主要围绕经销商与纸厂的关系，以及经销商所处的环境进行分析，找出问题的原因，以及解决问题的办法，对经销商D公司的发展做出一些建议。本文以五力模型和SWOT分析法做为理论基础，结合在市场中的实际状况，从经销商经营纸张的目的和资金来源分析，不同的经销商根据自身的状况选择不同的营销渠道，针对D公司的实际情况，在营销渠道模式的选择上和其他经销商有所不同，D公司渠道模式是零售模式和直销印刷厂模式，零售模式为了获得现金流，直销印刷厂是D公司的获得利润和持续经营的根本，在直销印刷厂模式中更注重客户关系管理和维护。 本文认为，纸张与经销商纸厂建立战略联盟关系是以后经销商发展的必由之路，只有强强联合，才能互惠互利达到双赢的目的。希望本文对纸张经销商的经营和发展有一些启示和帮助。
英文摘要：	Near a dozen years to in China of paper industry are has rapid development, regardless of from paper device also quality has thoroughly of changed, paper of capacity also has significantly of improve, from reling on import to oversupply, with paper industry flourish of while, on energy saving environmental, and forest pulp integration of requirements increasingly high, these problem has became paper industry maximum of puzzle. With the improvement of the level of people's lives, the constantly increasing demand for paper,but paperyield increase in consumer demand at a rate of speed,in the 2007’s China’s consumption of China’s paper production capacity is greater than,transfer paper factory Strategy Center has expanded production to construction on sales channels, only building sales channels can dominate the market. As one of the paper factory sales channels paper dealers, is a paper mill at present, the main sales channels, while paper dealers have to build their own sales channels. This article mainly dealer relationships with paper mill, as well as dealer environment for analysis to identify the cause of the problem, as well as the way to solve the problem, on the development of dealers of d company made some recommendations. This article to five force model and SWOT analysis method do for theory foundation, combination in market in the of actual status, from dealer operating paper of purpose and sources analysis, different of dealer under itself of status select different of marketing channel, for d company of reality, in marketing channel mode of select Shang and other dealer vary, d company channel mode is retail mode and direct printing factory mode, retail mode to get cash flow, direct printing factory is d company of get profit and continued operating of fundamental, in direct printing factory mode in the more focus on customer relationship management and maintenance. Dealer after paper mill established a strategic alliance is the only way to develop, only joint mutually beneficial mutual benefit and achieve win-win purpose. Operation and development of this article on the paper distributor some inspiration and help.
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