【作者】 陈聪；

【导师】 郑胜华；

【作者基本信息】 浙江工业大学 ， MBA（专业学位）， 2019， 硕士

【摘要】 发动机属于中间产品,适用于卡车、工程机械、船舶、发电等终端产品,在机械工业品中属于跨行业、跨部门较多的一个产品,以经销商代理等渠道销售为主要营销模式,其产业发展与市场需求随着基础建设、国民经济及配套产业的发展而发生变化。近年来,随着国际政治经济格局的变化,发动机行业从过去市场严重萎缩慢慢呈现需求增长的趋势,然而汇率、劳动力成本等因素也在逐步弱化国产发动机与进口发动机的比较优势,国内竞争对手也越来越多,面对激烈的国内外竞争格局,如何优化营销渠道模式是国内各大发动机企业重点关注的问题。本文以中国STE公司电船发动机营销渠道为研究对象,透过国内外对渠道优化相关的研究现状,首先采用PEST工具阐述述了当前面临的政治、经济、社会、技术等宏观环境,进而从渠道及其优化的相关基本理论出发,结合STE电船发动机现有渠道的优劣势进行SWOT分析,通过分析STE公司电船发动机市场营销渠道的现状以及所存在的问题,指出其营销渠道的优化方向,结合理论知识和工作经验,重点从渠道结构、渠道行为、渠道关系等方面提出优化的设计方案,对终端管控、发展细分行业经销商以及渠道风险预警系统也给出了建议,同时提出整合技术研发与生产服务资源,提高企业内部效率,打造整体高效的运营团队实现公司核心竞争力的提升等方面针对性提出实施渠道优化工作的保障措施,希望通过渠道的优化调控,提升STE电船发动机市场份额,实现电船发动机产业的可持续发展;最终结合公司发展目标建立了对优化后的渠道进行评估的标准,持续利用PDCA循环方法进行优化过程的监控,并对已实施优化工作的阶段性成果进行了评估,分析出优化工作的成果及不足,从而进一步完善与调整。本文的研究得出,从渠道结构、渠道关系、渠道行为三大主要影响因素出发,形成结构简单明晰、渠道关系紧密、实施有效管控和激励的渠道机制,提出与经销商共同成立CKD工厂等创新性方案。本文研究成果不仅为STE电船发动机营销渠道的优化提供实际的指导建议,帮助公司建设和完善营销渠道,推动营销目标的完成,对国内发动机企业在渠道管理和优化上也有一定的参考和借鉴价值。更多还原

【Abstract】 Engine is the intermediate product,Applicable to trucks,construction machinery,ships,power generation and other terminal products,In mechanical industrial products,It belongs to a product with more cross-industry and cross-department,take channel marketing like dealer and agency as the main sales model.The industry development and market requirement transforms along with the progress of the infrastructure and national economy and their supporting industries.In recent years,with the changes of international politics and economics,the engine industry go through from severe market shrink to demand growth,but the comparative advantage between domestic engine and foreign brands was weaken by exchange rate and the increasingly high labor cost,in the face of the rat race with both domestic and overseas,how to optimize the channel marketing pattern became the key issue in native engine manufacturing enterprise.The paper consider STE engine company as study object,Through the research status of channel optimization at domestic and abroad,firstly,the macro-environment of politics,economy,society and technology is described by using PEST tools proceed from the basic theory of the channel and it’s optimization,then proceed from the relevant basic theory of channel and its optimization,combine the strength and weakness of STE channel to analyze with SWOT,Through the analysis of the current situation and existing problems of STE company’s Genset and marine engine marketing channels draw a conclusion with the optimization of channel,and design the pattern of channel optimization,rebuild and complete it,then targeted propose the supporting measure,with the regulating and controlling,raise the market share of STE engine company,achieve the sustainable development of the the generating and marine engine business.Finally,the criteria for evaluating the optimized channels are established in accordance with the company’s development goals,continuous use of PDCA cycle method to monitor the optimization process,at the same time,the phased results of the optimization work have been evaluated,the achievements and shortcomings of optimization work are analyzed,so as to further improve and adjust.The conclusion of this study,starting from the three main influencing factors of channel structure,channel relationship and channel behavior,forming a channel mechanism with simple and clear structure,close channel relationship,effective control and incentive,propose innovative plans such as setting up CKD factory with distributors.The research results in this paper not only provide practical guidance for the optimization of STE electric ship engine marketing channels,help the company to build and improve marketing channels,promoting the Achievement of Marketing Goals,It also has certain reference value for domestic engine enterprises in channel management and optimization.更多还原