【作者】 郭林；

【导师】 胡美琴；

【作者基本信息】 华东理工大学 ， 工商管理（MBA）（专业学位）， 2015， 硕士

【摘要】 进入21世纪后,对于我国的制造行业的领域内的刚刚进入中国市场的外资企业和民营企业,都普遍存在着一个问题:企业要采取怎样的销售模式才能适合市场和客户的需求,且能使其产品的销售更具有市场竞争力,在激烈的市场竞争中一直处于优势?近十几年来,我国的机箱机柜生产行业中,既有外资公司的高端品牌占领着高端市场,又有国内企业成为高、中、低端市场竞争中的生力军。更多的中小企业会在市场竞争中被淘汰。这些企业失败的原因很多,其中营销决策失误是一大重要原因。因此,采取怎样的一种市场营销模式,是任何刚刚进入市场的企业所要面临的一个问题。如果选择正确,那么可以帮助企业在销售方面快速打开市场,把即时生产出来的产品通过销售网络快速销售出去,达到资金流和物流的完美结合。如果选择销售模式不正确,那么将适得其反。所以渠道营销模式是整个公司中重要的组成部分。尽管市场上产品的竞争力强弱经常会体现在价格,质量,服务等诸多因素,但是渠道营销模式的搭建成功与否,依然是企业成功与否的最重要的决定性因素之一。有关渠道营销模式方面,很多学术理论界的学者都认同了渠道在市场竞争中的作用和地位,同时指出一个完善的而健康的渠道营销模式将给企业带来持续的增长和市场覆盖率,也是建立一个有效提高渠道价值的战略联盟和伙伴关系的有效方法。本文以新兴企业-SIG公司的渠道销售模式为研究对象,按照提出问题,分析问题和解决问题的思路,根据SIG公司的企业特点和产品特征对SIG公司的现行的渠道销售模式进行分析。并且,对SIG公司现行的销售策略和方法的缺陷也做了透析。在分析问题的基础上,本文将从SIG公司销售组织架构的建立,销售策略的完善,以及渠道流程的布局等方面,做详细的分析。本文将结合该公司独特的工业4.0的箱体研发技术来帮助SIG公司建立一个以4S店为主的渠道分销模式。同时运用SWOT分析工具等来充分论证这种渠道销售模式在机柜行业应用的可行性,并提出了针对问题的改善建议。在研究过程中,本文将充分考虑到箱体行业的特征,采用了从实践中寻找真理,使研究紧密配合行业的实际情况,最终达到从销售模式的创新。更多还原

【Abstract】 In twenty-first Century,for the manufacturing industry of Chinese in the field of China market by foreign enterprises and domestic enterprises,the enterprise managers generally face a widespread problem:what sales model should be adopt by the enterprise,which could fit for the needs of the market and customers and the products have more competitiveness,in the fierce competition of the market could been in a dominant?In recent years,China’s enclosure industry,both high-end brand foreign capital company occupies the high-end market,and domestic enterprises to become a force in the high,low,end competition in the market.More small and medium enterprises had been eliminated in the market competition.Many reasons for these businesses fail,in which the marketing decision-making errors is one of the important reasons.Therefore,how to take a right sales model,is a problem to the enterprise who has just entered the market.If you selection are correct,it can help enterprises to quickly open the market in terms of sales,the instant the products promotes by the rapid sales network,to achieve the perfect combination of capital flow and logistics.If the choice of sales model is not correct,it will run counter to their desire.So the marketing channel mode is an important part of entire firm.Although the products on the market competitiveness is often reflected in the price,quality,service and so on,but a successful sales channel mode or not,is still one of the most important determinant to the success of the enterprise.About marketing channel mode in academic circles,many scholars agree the channel and position in the market competition.They also pointed out that a perfect and healthy marketing channel mode will bring to the enterprise sustainable growth and the coverage to the market,but also the effective method to establish an effective improve the channel value of strategic alliance and partnership between them.This paper takes a new enterprise-SIG company’s channel sales model as the research object,in accordance with the questions,analyze issues and solve problems,are analyzed according to the characteristics of the enterprise and the product characteristics of SIG,to help SIG company setup a current channel sales model.And,paper will dialysis the defects on the sales strategy and method of current SIG company.On the basis of the analysis,the establishment of this paper from the SIG sales organization structure,improve the sales strategy,and channel flow layout,to do a detailed analysis.This paper will combine the company’s unique industrial 4.0 enclosure technology to help SIG to build a 4S shop as the main distribution channel model.At the same time,the feasibility of this kind of channel sales model in the enclosure industry application using SWOT analysis tools,and put forward to solve the problem of recommendations for improvement.In the course of the study,this paper will give full consideration to the characteristics of the enclosure industry,by looking for the truth from practice,which makes the research closely to the actual situation of the industry,and ultimately achieve the innovation from the sales model.更多还原