哈工大首创公司税控收款机销售渠道选择与管理策略研究-工商管理专业论文.docxVIP

摘要作为国家“金税工程”重点推广项目，税控收款机产品在未来五年内， 摘要 作为国家“金税工程”重点推广项目，税控收款机产品在未来五年内， 市值规模将达500多亿元人民币，市场前景看好。哈工大首创公司要想成为国 内税控收款机的主流厂商，必须通过选择和管理良好的销售渠道来获得竞争 优势。本文运用市场营销学中的营销渠道相关知识为理论基础，结合哈工大 首创公司的实际情况，运用理论联系实际的研究方法，对哈工大首创公司税 控收款机渠道选择和管理进行研究。 本文首先阐述了国内外渠道营销理论，并对税控收款机的市场情况和哈 工大首创公司和产品的优劣势进行了分析，明确了哈工大首创公司的市场定 位。在此基础上，本文研究了在渠道选择过程中，税控收款机营销渠道选择 原则、渠道的目标、中介机构的类型、每个渠道成员的任务，并根据情况的 变化对渠道进行规划和调整，对渠道成员进行选择和评价。为确保工大首创 与渠道成员之间、渠道成员之间相互协调和通力合作，有效的履行分销职责， 实现分销目标，本文探讨了对现有渠道进行有效的管理，渠道管理包括渠道 价格管理、促销管理、对渠道成员的激励与控制、渠道成员绩效评估和渠道 成员冲突管理等方面。最后，工大首创要想保持持久的渠道竞争优势，必须 将传统的营销渠道与新型的因特瞰渠道整合，建立一个专门的税控收款机的 服务网站，实现现有渠道与因特网渠道的整合。 通过以上研究，本文初步奠定了哈工大首创税控收款机渠道选择和管理 的基础，并希望为国内相关企业渠道选择和管理提供借鉴意义。 关键词渠道营销；税控收款机：工大首创 AbstractAs Abstract As the important national promotion project“Golden Taxation Project”，the market size of the tax—controlling machine wil】amount to 50 billion RMB in the following five years．The market is promising．If Shouchuang Company attached to Harbin Institute of Technology is intended to be the leading manufacturer,it must obtain the competition advantage by means of establishing and managing a good marketing channel．This paper uses some relevant marketing channel knowledge to have further study on the marketing channel of Shouchuang Company． This paper firstly states the basic marketing theory at home and abroad， analyses the advantage and disadvantage of the company and his product and clarifies the market position．Based Off these，the paper has a study on the choice of marketing channel，the objective of the channel，the type of the intermediary， the duty for each channel，the planning and adjustment of the channel in accordance wi血the conditions and the evaluation and chc-ice of the channel member during the channel designing process．In order to ensure the mutual cooperation and perform the duty effectively between the company and the channel members，the paper discusses the effective management of the present channels including the price management，promotion management，the incentive and control of the chan