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论文编号：	5064
作者编号：	2220090972
上传时间：	2013/5/22 22:17:15
中文题目：	ABC公司中国市场战略与经销商管理研究
英文题目：	Research on ABC Corporation’s China Market Strategy and its Distributor Management
指导老师：	白长虹
中文关键字：	ABC公司;中国市场战略;市场细分;经销商;营销渠道战略
英文关键字：	ABC Corporation;China market strategy;market segmentation;distributor;marketing channel strategy
中文摘要：	自上世纪八十年代改革开放以来，经过三十多年的不断发展，我国已经成为“世界工厂”。近十年来，我国政府大力促进产业升级，目前中国已经在航空航天、核电、风能、汽车、高速铁路、电子半导体等高端领域取得了巨大进步。随着高精尖产业的兴起，中国市场对高端新材料的需求迅速增加。中国市场的巨大潜力和诱人的高利润吸引了众多跨国企业和中国本地企业竞相投资进入新材料工业，中国势必将成为全球高端新材料生产商竞争最为激烈的市场。这些新材料生产商采取何种市场战略和营销渠道战略将在很大程度上决定了他们在中国市场的成败。 ABC公司是一家外资企业，是国际上新材料工业的翘楚。ABC公司自2003年进入中国市场以来，尽管遇到了来自国内外竞争对手的低价格战略的冲击，但还是取得了骄人的业绩。本研究是以ABC公司为例，对其中国市场战略及经销商管理进行深度剖析，萃取出ABC公司成功的方法和原理，为广大国内企业借鉴。 ABC公司通过市场细分，将良莠不齐的中国市场进行仔细梳理，剔除那些不适合自己产品的市场，挑选那些适合自身产品的高端市场进行重点开发。ABC公司通过科学和系统的方法，鉴定能给客户创造价值且又能给自己带来丰厚利润的目标市场，避免了竞争企业之间通过不断降价而产生的恶性竞争。 ABC公司根据产品和市场特点，科学地制订了中国市场直销和分销并行的营销渠道战略，按照自身需要设定了经销商标准，选择了满足ABC公司市场战略需要的经销商，并设立经销商管理机制对他们进行合理管理，避免经销商之间的冲突和资源浪费。ABC公司还对其经销商的利润率进行了规范，在保证经销商合理利润的同时，又维护了最终用户的利益，还确保了ABC公司产品价格在市场上的竞争性。
英文摘要：	Since the reform started in 1980’s, through continuousdevelopment in the past more than 30 years, China has become the “World Factory”. In the recent ten years, with our government’s strong encouragement of industry upgrading, China has so far made enormous progress in the industries such as aerospace, nuclear power, wind power, automotive, high speed train, electronics and semiconductor. With the booming of the high-tech industries, the demand for high-tech new materials by China market has rapidly soared. The huge potential China market and the attractive high profit margin have lured many multinational and domestic enterprises to enter into this industry by investment. China will surely become the market with most severe competition among global high-tech new materials manufacturers. These new materials manufacturers’ success or failure largely hinges on what market strategy and what marketing channel strategy they will choose. ABC Corporation is a foreign company and they are global leader in new materials industry. Since penetration into China market in Year 2003, ABC Corporation has achieved proud success in spite of negative impact through low pricing strategy by their competitors. This paper, taking ABC Corporation as an example, deeply analyses ABC Corporation’s China market strategy and distributor management, and take out those successful methods and principles for domestic enterprises’ reference. Through market segmentation, ABC Corporation carefully classifies much different China market segments, ignores those market segments not suitable to its products and selects those high-end market segments matching its products for development. Also through scientific and systematic methods, ABC Corporation identifies the target markets which creates value to its customers and brings significant profit to itself, avoiding vicious competition by endlessly slashing prices among all competitors. Based on the characteristics of its products and markets, ABC Corporation scientifically hammers out China marketing channel strategy which features co-existence of direct sales and distributor sales. It sets the criteria of choosing distributors and chooses the distributors meeting the market strategy needs of ABC Corporation. It also sets up a mechanism to manage its distributors in China avoiding the conflicts and resource waste of distributors. In addition, ABC Corporation controls its distributors’ profit margin, on the premise of reasonable profit for distributors, protecting its endusers interests and ensuring the competitiveness of ABC Corporation’s products prices.
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