E公司PFC产品销售渠道管理论文-毕业论文（设计）.doc

摘要 学校代码： 学 号： 中图法分类号： E公司PFC产品销售渠道管理 Research on Sales Channel Management of PFC in E Company 学科专业：工商管理（MBA） 作者姓名： 指导教师： 答辩日期： 摘要 E公司是电力和自动化技术的全球领导者，致力于为公用事业和工业客户提高绩效的同时降低其对环境的影响。E公司PFC产品主要通过分销方式实现销售。由于激烈的市场竞争，E公司需要始终保持其市场营销渠道竞争优势。营销渠道是影响企业发展最重要的因素之一，也是企业最重要的营销资产。影响营销渠道管理与发展的内外部环境处在不断地变化之中，只有根据环境的变化对营销渠道进行整合才能保证营销渠道发展的活力。 本文在资料收集与市场调研的基础上，运用市场营销、经济学等学科的理论和方法对E公司PFC营销渠道的内外部环境及渠道成员进行了细致分析与综合评价，通过综合系统分析得出影响渠道发展的深层次因素，分析了E公司PFC营销渠道在经销商管理、渠道冲突等各个方面存在的问题。如：串货，价格战等；进而据此提出了渠道整合的建议，如：利用冲突分析方法分析了如何理性地处理渠道中的冲突问题，一体化营销渠道改造方案，营销渠道成员关系整合方案等。 本文认为，整合后的E公司PFC营销渠道管理体系，将会提高渠道的管理水平，渠道的控制与渠道运行的效率，对实现公司可持续有盈利的飞速发展大有益处。 关键词　 营销管理 渠道冲突 渠道管理体系 Abstract Research on Sales Channel Management of PFC in E Company Abstract E Company is a leader in power and automation technologies that enable utility and industry customers to improve their performance while lowering environmental impact. PFC products of E Company are mainly sold through distribution channel. Due to the strong market competition, E Company needs to keep the marketing channel competition advantage. Marketing channel is one of the most important factors for the development of enterprises, and also the valuable marketing assets of enterprises. The internal and external environments that have influences on the channel management and development are in constant change now. Only by the conformity of marketing channel can its vitality be ensured. Based on the material collecting and marketing surveying，this thesis analyzed the internal and external environment and channel members of the marketing channel of PFC products of E Company by the methods and theories of marketing and economics. By the ISM method the key factors for the development of the distributors were determined，By the conflict analyzed method this thesis analyzed the solution to the conflicts in the marketing channel. This thesis summarized some problems about changing products，price far and so on. Based on these，the conformity plan and advice to the E marke