【作者】 黄勇；

【导师】 齐二石；

【作者基本信息】 天津大学 ， 工商管理， 2013， 硕士

【摘要】 分销渠道管理作为企业的一项最基本的管理内容，是企业获得长期发展优势的战略要素。本文笔者在查阅大量文献的基础上，通过在K公司多年的实践工作经验，使用多方位、多角度的学习思考方式，把K公司（中国）区分销渠道作为本文的研究对象，在阐述问题提出的背景、研究意义以及国内外研究综述的基础上；研究了分销渠道、SWOT分析的相关理论；概述了K公司（中国）区基本情况，并对K公司（中国）区的分销策略进行了SWOT分析；研究了K公司（中国）区分销渠道目前存在的主要问题，同时针对第四部分所阐述的问题，从不同市场及产品的分销策略差异化管理、合作伙伴参与渠道建设、信息平台共享以及全方位经销商管理和激励方案的建立五方面提出了改进策略。明确企业想要长期的生存和发展，必须依赖其所在的分销渠道系统的协调与效率，从而使K公司中国区分销渠道管理不断的完善和深化。另外，本文在研究K公司中国的渠道营销问题时，对K公司中国分销渠道目前存在的问题及原因分析有可能不够系统，今后，笔者会与公司内部的相关职能部门以及相关的专业人事进行深入的研究与探讨，从而得出更加准确的分析结论。更多还原

【Abstract】 Enterprise management of distribution channel is a job of basic management,being also the strategy key element that enterprise gains the long competitiveadvantage. The author, based on his many years’ working experience in K Companyand the reading on a large amount of documents, through combining his all-roundlearning and thinking puts the emphasis on K Company’s existent issues ofdistribution marketing in China.The researching objective of this paper is the distribution channel’s designingand the distribution strategy of the enterprises. On the base of expounding thebackground、significance of the problem and giving the domestic and foreign-relatedliterature review; summarized the theories of distribution channel and SWOTanalysis; discussed the status K Company in China and gave the SWOT analysis onit; researched K Company’s issues of distribution marketing in China; provide thestrategies of improvement on the issues mentioned in Part4from five aspects whichrespectively are difference management on distribution strategies. Enterprises mustrely on the coordination and efficiency of its distribution channel system to improveand deepen the distribution channel management.By the way, to some extent it is not systematic when the author describes theexistent issues in K Company in China and analyzes their reasons so in future hewill make a further study and discussion with internal sales manager and relatedexperts to get a more acute analysis conclusion.更多还原