获取分销渠道的竞争优势

摘 要

本文以A医疗设备公司作为主要研究背景，通过对其公司现有的分销渠道进行案例分析，来研究其分销渠道策略的问题，寻找该公司在现阶段中分销渠道存在的一些错误，并对其分销渠道的改进提出些许建议。案例分析主要包括以下：分销渠道现状分析、上海市及周边地区医疗设备行业分析，找出其的主要市场对手，通过S-W-O-T对A公司的分销渠道进行分析，对A公司的分销渠道提出改进建议，从改变代理商付款流程、增加渠道经理职位、加强销售人员工作监管力度、进行技术培训的几个方面改善，以加强渠道成员联合管理机制，使分销渠道整体和个体反应更加灵活，反应更加迅速。并得出本文的研究结论:部分企业需要从优化分销渠道的过程中，获取竞争优势，比如代理商的差异化选择、渠道成员之间不同消费者反馈信息的交互沟通、和生产商产品技术更新后的渠道成员的快速反应等等。希望本文得出的建议和结论能为今后A公司渠道策略的改善和一样类型的中小型企业的发展提供参考。

[关键词] 渠道特点；管理机制；渠道联系

Abstract

Taking A medical device company as a research background, were analyzed by the company's existing distribution channels, to study the problem of the distribution channel strategy, the company's distribution channels to find at this stage in the presence of errors, and improve its distribution channels make a little suggestion. Case studies include the following: the status quo distribution channel analysis, Shanghai and the surrounding areas the medical device industry analysis to identify its main market rivals, were analyzed by SWOT A Company of distribution channels, make recommendations for improvement of the A company's distribution channels, change agents from the payment process, increase channel manager jobs, strengthen the work of the sales staff supervision, improvement of several technical training to strengthen channel management mechanism, so that distribution channels more flexible, more responsive. After some enterprises need to optimize distribution channels in the process, gain competitive advantage, such as agents differential choice, consumer feedback communication between the product information, technical updates and channels between channel members: Study and draw conclusions rapid response and so on. I hope that the recommendations and conclusions of this article to provide a reference for the future development of the company's channel strategy to improve the A and the same type of small and medium enterprises.

[Keywords] distribution channels features;management system;contact channels

目 录

摘 要2

Abstract3

（一） 背景及重要性5

（二） 国内外研究现状5

（三）本文研究的理论价值7

二、 分销渠道的介绍8

（一） 分销渠道的职能和结构8

（二）影响分销渠道的因素8

三、 分销渠道的战略特性和制定步骤10

（一） 分销渠道的战略特性10

（二） 分销渠道的制定步骤10

四、 以A医疗设备公司分析分销渠道战略12

（一） A公司分销渠道的现状分析12

（二）A公司分销渠道的内外环境的SWOT分析13

（三）A公司分销渠道的改进策略15

结 论17

参考文献18