【作者】 杨波；

【导师】 李延喜；

【作者基本信息】 大连理工大学 ， EMBA（专业学位）， 2017， 硕士

【摘要】 随着我国汽车保有量的不断增加,国家供给侧改革和大数据战略的提出,以及公民出行方式和消费观念的改变,对于润滑油产业的发展既带来了机遇,也面临着挑战。随着多种润滑油品牌的不断涌现,S公司面临着激烈的市场竞争,如何合理制定公司分销渠道策略,增加润滑油的市场份额已经迫在眉睫。本文立足于企业实际,对公司面临的内外部环境进行了深入分析,通过分销渠道的SWOT分析制定了公司数字化分销渠道策略,提出了公司分销渠道数字化转型策略的实施方案与保障措施,具有巨大现实意义。为了能制定出切实可行的数字化分销渠道策略,本文主要采用了理论分析和案例研究相结合的方法,具体的研究内容如下:第一章,绪论。该部分首先对论文的选题背景和意义进行了论述,其次描述了论文的整体内容、研究方法和技术路线图。第二章,文献综述,主要介绍了与分销渠道管理、数字化及润滑油企业分销渠道相关的国内外研究文献,并对本文的主要概念进行界定,包括分析渠道,数字化,提出本文的理论基础。第三章,S公司分销渠道管理现状及问题分析,根据S公司现状分析出其面临渠道总量不断削弱、渠道策略不够优化、盈利能力有所下降、信息不对称现象严重的问题。第四章,S公司内外部环境分析。本章主要是分析了公司现阶段所面临的外部环境,分别从宏观环境和行业环境两部分进行了阐述,并从资源分析和能力分析两个方面挖掘了公司内部的优势和劣势,面临的机遇和威胁,从而得到S公司分销渠道策略的SWOT分析矩阵。第五章,S公司分销渠道策略的方案设计。该部分对公司分销渠道策略的目标进行了定位,通过对实行分销渠道数字化的必要性和可行性进行分析,最终提出从厂商、经销商、门店、物流方面建立公司数字化分销渠道方案。第六章,S公司分销渠道策略的保障措施,主要从制度建设、人才队伍、营销理念、配套设施等方面制定了分销渠道策略的保障措施。更多还原

【Abstract】 With the increase of car ownership in China,the national supply side reform and big data strategy are put forward,and the change of citizen travel patterns and consumption attitudes,it brings both opportunities and challenges to the development of the lubricant industry.With the continuous emergence of a variety of lubricants brands,S company is facing fierce market competition,so how to reasonably formulate the company’s distribution channel strategy and increase the market share of lubricants is imminent.Based on the actual situation of enterprises,this paper analyzes the internal and external environment of the company.Through the SWOT analysis of distribution channels,we have made the company’s digital distribution channel strategy,and put forward the implementation plan and guarantee measures of the digital transformation strategy of the company’s distribution channels,which has great practical significance.In order to develop a feasible development strategy,this paper mainly uses the method of theoretical analysis and case study,the specific research content is as follows: The first chapter is introduction.This chapter discusses the background and significance of the research,and describes the overall content of the paper,research methods and technology roadmap.The second chapter is the relevant literature.This chapter mainly introduces the relevant literature of the distribution channel,including the management of distribution channel,big data,the distribution channel research of lube oil enterprises.Define the main concepts of this paper,including the concept of distribution channel,digitalization,and put forward the theoretical basis of this paper.The third chapter,analysis of current situation and problems of distribution channel management in S company.According to the present situation of S company,S company is faced with the problem that the total number of channels is weakening,the channel strategy is not optimized,the profitability is decreasing,and the phenomenon of information asymmetry is serious.The fourth part is the analysis of the internal and external environment of the S Company.This chapter mainly analyzes the external environment faced by the company at the present stage,from the macro environment and industry environment,from two aspects of resource analysis and capacity analysis,the advantages and disadvantages of the company are analyzed,the opportunity and threat analysis.Finally,the SWOT analysis is carried out on the distribution channel strategy.The fifth chapter is the distribution channel strategy design of S company.Positioning the objectives of the company’s distribution channel strategy,through the analysis of the necessity and feasibility of the implementation of digital distribution channels,finally,identifying the company’s digital distribution channels program from the manufacturers,distributors,stores and logistics.The sixth chapter is the guarantee measures of distribution channel strategy of S company.The guarantee measures of distribution channel strategy are worked out from the aspects of system construction,talent team,marketing concept and supporting facilities.更多还原