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论文编号：	7238
作者编号：	2120132552
上传时间：	2015/6/3 11:19:17
中文题目：	泉峰集团电动工具经销商服务开发策略与实施研究
英文题目：	Research of dealer service development strategy and implementation of CHERVON’s electric tools
指导老师：	张金成
中文关键字：	电动工具产品；经销商服务；服务开发；开发策略
英文关键字：	Electric tools product；Dealers service；Service development；Development strategy
中文摘要：	伴随着30多年的改革开放与经济发展，目前的中国国内市场经济体系基本建成，宏观经济形势趋于平稳，各项经济政策基本具备并正在不断完善之中，商业环境越来越成熟。在这样的宏观经济环境下，所谓的“蓝海市场”越来越少，绝大部分行业出现了饱和或即将饱和的状态。面对越来越规范化的市场，面对越来越激烈的商业竞争，企业和产品该如何在激烈的市场竞争中获得一席之地、甚至打破竞争格局获取竞争优势呢？这是目前中国市场经济条件下大多数企业核心管理层、营销总监、市场总监、销售经理甚至基层业务员都在思考的问题。 “服务”，通过优质的服务来增加产品的附加价值，从而提升企业、品牌和产品的知名度与美誉度，提升经销商和客户的满意度与忠诚度，从而提升产品销量，增加产品利润，最终提升企业、品牌和产品的销售竞争力。本文以“电动工具”这个具有一定行业特殊性的小行业为背景研究行业，以作者曾经就职过的南京泉峰控股集团（CHERVON）为背景企业，以泉峰集团旗下的全资子公司--泉峰（中国）工具销售有限公司针对中国市场所“量身打造”的“大有（DEVON）”品牌电动工具为背景品牌和产品，以作者曾经负责过的天津区域市场为背景市场，来深入研究泉峰集团大有品牌电动工具经销商服务开发策略与实施问题。优质的服务开发策略、坚决有效和灵活的服务实施可以提升经销商对企业的满意度与忠诚度,进而提升经销商销售产品的积极性和主动性。经销商的满意度和忠诚度是企业巨大的无形财富,可以为企业构建竞争优势,扩大市场份额,巩固行业竞争地位,从而建立和提升企业的销售竞争力,为企业打造忠实的经销商团队和稳定的客户群体,进而为企业创造出源源不断的销量和利润。本文期望能够对作者过去工作中所采用的有效的服务策略和实施过程做一个总结，对当初工作中并未应用到但却在后来的学习中意识到、反思到的服务策略和实施方法做一个探讨。也希望本文能够对泉峰集团乃至相关实体行业如何通过优质服务来提升产品销售竞争力有些许借鉴意义。
英文摘要：	With more than 30 years of reform and opening up and economic development, the current China's domestic market economy system basic completion of the macroeconomic situation is stable, basic economic policies are constantly improving, business environment are more and more mature. In this macro economic environment, the "blue ocean" market are less and less, the vast majority of the industry appeared saturated or the saturated state. In the face of more and more standardization of the market and increasingly fierce business competition, how to gain a foothold in the fierce market competition, and even break the competition to obtain competitive advantage for enterprises and products? This is the most enterprises core management under the condition of China's market economy, marketing directors, marketing directors, sales managers even the clerks at the grass-roots level in the thinking of problem. "Service", through the high quality service to increase additional value of products, so as to improve enterprise visibility and reputation, brands and products, improve dealers' and customers' satisfaction and loyalty, thus improve product sales, increase the product profit, finally promote the competitiveness of the enterprise, brand and product sales. In the " Electric tools" has a certain particularity of small industry background for a particular industry, as the author once worked in Nanjing CHERVON group as the background, to group wholly owned subsidiary - CHERVON tools (China) sales co LTD, for the Chinese market "tailored" by the DEVON brand and product brand electric tools as the background, the author ever responsible for Tianjin area of the market as background, DEVON brand electric tools for CHERVON group dealer service development strategy and implementation issues in-depth study. Quality service, continuous improvement, development strategy and effective implementation can promote the dealers' satisfaction and loyalty to the enterprise, raise the initiative and enthusiasm of the dealers' sales of the products. Dealer's satisfaction and loyalty is the enterprise's huge intangible wealth, it can build competitive advantage for the enterprise, expand market shares, consolidate the industry competition status, so as to establish and improve enterprise competitiveness of sales, for enterprise to build loyal dealers team and stable customers group, and then bring out a steady stream of sales and profits for enterprises. The author hopes to be able to do a summary with the experience used by the author in the past work of effective service strategy and implementation process ,the original work is not applied to but realized during the process of learning later and reflection to the service, strategy and implementation method of a discussion. The author also hopes that this thesis can apply some reference values about how CHERVON group and related entities industry through high quality services to promote the competitiveness of the products sales.
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