【作者】 刘博；

【导师】 朱洪文；

【作者基本信息】 哈尔滨工业大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【摘要】 随着中国2025智能制造的国家规划提出,工业物联网产业迎来飞速发展的良机。如何能够把握住国家未来经济转型政策所带来的红利,让研华科技公司在未来的物联网时代继续保持行业领导者相当的销售业绩、市场占有率和品牌形象。因此A公司应该从自身发展的情况和当今互联网经济的特点出发,通过调整营销渠道的结构、优化渠道策略,保持对新兴行业市场的关注,提高A公司产品市占率和品牌影响力。本论文先整理国内外渠道行为、渠道商结构、渠道商关系管理等文献作为理论基础,然后从三个方面对A公司华南分公司的现状进行了较详尽的分析。A公司华南渠道经过20多年的发展,为公司在国内市场营收的飞速成长和NO1.的品牌、市占率提供了强有力的支撑。但由于互联网的蓬勃发展,给传统的商业形态带来翻天覆地的巨大变化,再加上国家政策、科学技术日新月异的发展等外部环境的变化,使得华南地区的营销渠道在渠道政策、营销渠道的市场策略等方面逐渐出现一些问题,造成了公司近几年华南地区产品销售的增长率出现放缓的态势。为了保证A公司在华南地区市场的优势地位,华南分公司需要结合实际情况找出目前营销渠道存在的问题。然后在目前华南市场营销环境的背景下,设计出对营销渠道结构调整、完善市场策略和渠道商管理的优化方案。同时为了确保优化方案能够实施落地,又从员工、企业文化和信息系统这三方面提出相对应的保障策略。更多还原

【Abstract】 With the national plan of “Intelligent Manufacturing in 2025” launched out,the industrial Internet of things industry ushered in a good opportunity for rapid development.How to grasp the dividend brought by the national economic transformation policy in the future,and had A company continue to maintain it’s sales performance,market share and brand image of industry leaders in the future Internet of things era.Therefore,A company should set off from its own development status and the characteristics of the current Internet economy,then to expand it marketing share and brand influence by adjusting its marketing sales channel structure,improving channel strategy,keeping focusing to the new industry markets.This paper firstly organized the current research theories including marketing channel behavior of national and abroad,distributor structures and distributor relationships,then analyzed current status of A company south branch in details from above three aspects.With more than 20 years of development,A company south branch playing a significant role of providing strong support for the rapid growth of the company’s domestic market revenue and the No.1 ranking of brand influence and marketing share.However,due to the vigorous development of Internet,it brings tremendous changes to the traditional business form,in additional to the changes of the external environment such as national policies,electronic technology and society,leading to some problems to A company’s marketing channels structures,channel business management system and marketing channel conflict management of research and technology in South China,which leads sales growth rate of south China branch slowing down in the recent years.In order to maintain the competitive advantage in the market,the South China branch needs to optimize the existing marketing channel system problems from its own current company’s situation.Then launch out the improved strategy including marketing channel optimization,marketing strategy completion更多还原