LCA阀门公司营销渠道优化研究

上海交通大学硕士学位论文LCA阀门公司营销渠道优化研究姓名：张燕平申请学位级别：硕士专业：工商管理指导教师：顾锋20090524LCALCA-LCA,THERESEARCHOFLCAVALVECOMPANYFOROPTIMIZATIONOFMARKETINGCHANNELABSTRACTAsonetapeofgeneralmachineryproducts,valveshavebeenwidelyusedinmanypillarindustriesofnationaleconomy.WiththeincreasinglycompetitioninChinadomesticvalvemarket,mostofmanufacturerstookpartinviciouscompetitionbylowpricepolicyinlow-midendmarket.Butinmid-highendmarket,especiallyinnuclearpowerstationsprojects,west-eastnaturalgastransmissionprojectandpetro-chemicalplantequipments,therearemostlyforeignbrandsproductsincoreprocess-controlsystems.Theprimaryproblemoflocalvalvemanufacturersismarketingchannelconstructionratherthanproductstructureupgradation.HowtoimprovetheircompetitivepowerinmarketingchannelandenhancetheindustriallevelhasbecomethemosturgentproblemofChinavalvemanufacturers.Whenthecompany’smarketingchannelcan’tprovidethesefuctions,itshouldbeoptimizedforkeepingthecontinuouscompetitivenessinindustry.ThisthesisanalyzedthebasiccircumstanceoflacalmarketofLCAcontrolvalveproductfirst,includingthemarcoenvironment,industrialtechnology,theexistingproblemofLCA,industrialcompetitionstatus,customerneedsandexpectations.ThroughthedetailanalysisofcurrentissuesinLCA’smarketingchannelonthebasisofcomprehensivelyapplyingtheoriesaboutmarketingmanagementandvaluenet,thepapernexttoformulateanewmarketingstrategictargetandmarketingchanneloptimizationscheme,whichcombinewiththeactualsituationofcompany,Andthenitprovidethedetailsofoptimizingsteps.Meanwhile,inordertomanageandexaminetheresultofthisscheme,italsoproposesevaluatingmethodsofwholeLCA’smarketingchannel.Finally,theauthorputforwardthesolutionofchannelconflictandthesuggestiononchannelincentiveprogramme.Theoptimizationschemesubmittedinthisarticleiscombinedwithauthor’spracticalexperienceinsalesactivitiesandpersonalunderstandingofLCAanditscontrolvalveproduct.Ihopesomeideasinthisresearchresult,suchasmarketingchannelre-constructionandchannelmembers’functionre-adjustment,willnotonlyprovideanewresearchclueofmarketingchannel,butalsopresentsomeguidingsignificancestootherindustrialmanufacturers.KEYWORDS:marketingchannel,controlvavle,channeloptimization,valuenetMBALCAMBALCAMBALCA14345WTOLCAMBALCA211400500[1]302004400012300040000570-196600Mpa53502090ISOCEAPINPT[2]40005005002080350108%9[3]MBALCA312121LCALCALCA122LCA,,,,,,MBALCA413131AMA[4]132marketingchannel·“MBALCA5[5]MBALCA6133ValueNet..valuenet.[6].A.BrandenburgerB.NalebuffCo-optetition1FIGURE1ValueNetMBALCA711..LCALCALCALCA2MBALCA82.FIGURE2TheThesisResearchStructureLCALCAMBALCA9LCALCA21LCA2000CAD20078000LCA3.LCAFIGURE3LCAValveCompanyOrganizationChartMBALCA10LCA1205015CADASNIAPLASMEJISE101TJB/T3595DN=6mm120mm1/242,PN=1.050MPa19695022LCA()[7]LCAVCV300023MBALCA11LCA507282005LCA28134LCA4LCAFIGURE4LCAValveCompanyMarketingChannelsOrganization53LCAMBALCA12125LCA5LCAFIGURE5LCAValveCompanyBranchOfficesChartLCALCALCALCAMBALCA13LCA24LCA1200780004010002000300040005000600070008000900020010203040506070100200300400500600700800LCA6LCAFIGURE6LCAValveCompanyPastAnnualSalesForm2001-20072MBALCA14LCA3LCALCA45LCAMBALCA15LCA311880WilliamFisher200311MCIvaine200744020885TYCOFLOWSERVEEMERSONDRESSERCOOPER12%ABBSPXCIRCORMESTOKSB4%19%85%[8]1920030%200611040TYCO340MBALCA16TYCOMASONEILANDRESSER31984FISHEREMMERSON1401702250%SAMSON41909AUMA1.57061570%660YUKENYAMATAKEKOSO[9]3126070,[10]MBALCA179020056-10252021-5051-10075%20%86%10%30%4%22%100200020%30%LCA3510LCA20080YAMATAKEIWKKOSO370%745%21%6%60%MBALCA1845%21%6%28%20067FIGURE7TheDistributionOfControlValveCompanyTapesInChinaCAD200320025%18%10%20068.20062006181710101035MBALCA19FIGURE8TheDistributionOfControlValveCompanys’LocationInChina17%17%10%5-101234323212434530[11]MBALCA20200820081142009220081220092009GDP9%CPI4%3225-1011-20%80[12]301.Table1TheDetailsOfVavlesForEthylenePlant140900081300070110060900140120068320055918400MBALCA21TRT15.33.0639.67.92250KW676.750%2KW3NI1.3CI1.35(BOP)0.35250KW3.75KW42532%0.846.72KW2Table2TheDetailsOfValvesForPWRNI43.5%1.3CI45%1.35BOP11.5%0.35100%3.0NIMBALCA223Table3TheDetailsOfValvesForNI(33.6%436826.2%340612.8%16647.2%9365.7%7415.0%6503.5%4552.5%3250.3%390.2%263%390100%130003238080ISODINAWWA[13]90TUVMBALCA23[14]303034LCA341MBALCA2470FISHERKOSOYAMATAKESAMSONEBROARCATYCOFIOWSERVR202005000MBALCA250.005.0010.0015.0020.0025.0030.0020059FIGURE9TheSurveyOfClientsForDomesticControlValveBrands218342MBALCA2638%35%12%7%4%4%10FIGURE10TheDistributionOfEndUsers’PurchasingChannel1073.4%[15]2005FISHER(EMERSON)KEYSTONE(TYCO)NELES(METSO)SAMSONMASONEILAN(DRESSER)79.85.89MBALCA270.0020.0040.0060.0080.00100.0011.FIGURE11EndUsers’PurchasingFactorContrastDiagram1151.2%39.0%3.0%6.8%200312FIGURE12TheDistributionOfEndusers’purchasepurposes1251.2%LCAMBALCA2840123LCA4LCAMBALCA29LCALCAValueNet54.1LCA411LCALCA2007LCA132007LCAFIGURE13TheProportionOfLCAValveCompanyClientTape(2007)13LCA233823%20%39%18%MBALCA303929.0013.0016.0011.006.004.007.004.005.005.00LCA142007FIGURE14TheRegionalSalesProportionOfLCAValveCompany(2007)146129412LCALCAMBALCA31LCALCALCA12342LCA421LCAMBALCA32LCA75SHSH19741