武钢股份公司营销渠道的研究

华中科技大学硕士学位论文武钢股份公司营销渠道的研究姓名：谢律飞申请学位级别：硕士专业：工商管理指导教师：蔡淑琴20041026IWTO-IIAbstractSinceChinajoinedWTO,moreandmoretycoonsofiron&steelintheworldlandedinChina,theinternationalizationofnationalcompetitioninthisfieldbecomesobviousdaybyday,andtheenterprisearefacinggreaterstressofcompetitionandsubsistence.Nevertheless,thevariationofthedistributionchannelswillbringaboutthesuperiorityinthecompetition,itwillalsobecomeanimportantwayofdecreasingthecostandincreasingtheprofitSoitisofgreatsignificancetoquickenthebuildingandperfectingofthedistributionchannelsfortheiron&steelenterprisesThethesisbeginswiththemarketingsituationofthedistributionchannelsofWuhanSteelProcessingCO.,LTD.putsstressupontheanalyzingoftheeconomicenvironmentwhichwillinfluencetheformationofthechannels,theeconomiccharacteristicofiron&steeltrade,andthecompetitionsituationandtheproductfactors.AndthenanalyzedthepresentstateanddifficultiesofthedistributionchannelsofWuhanSteelProcessingCO.,LTD.fromtheaspectsofthearrangementofthedistributionandthecombinationofthechannelsconsultingthechannelspolicyofBaoSteelCompany,whichistheleaderenterpriseofthemetallurgicalindustryinChina.Andwiththeproblemsmentionedabove,ThethesisputsemphasisontheviewpointthatthedesigningofthechannelofWSPC.shouldstresswholevigor,andarrangingchannelsalternatively,sothatwecanutilizethesuperiorityofeachchannel,assigndutiesreasonably,anddecreasethecostofthechannelsandimprovetheefficiencyofthechannelsthedesigningofthechannelspolicyshouldberealizedbyarrangingresourcesreasonablyandsolvingtheproblemoftheallocationofrisksandtheprincipleandmethodofresolvingthechannelconflictsbychoosingdistributorscarefully,improvingthepricingsystem,encouragethesystemmembers,assessingchannelmembersperiodically,strengtheningcommunicationbetweenchannelmembers,Awaycanbefoundtoavoidorsolvethechannelconflictefficiently.FinallyThethesisintroducesthedevelopingdirectionofdistributionchannelofWSPC,toincreasetheincomeoftheenterprisebyimprovingtheCustomerRelationManagement,IIIadaptingtothecompetitiveenvironmentandimprovingthestabilityofthechannel.andtodecreasethecostandimproveefficiencyofdistributionbytakingadvantageofe-commerce.TheproblemsmentionedinthispaperareuniversalinthistradeandIwhishitwillbeofconferencevaluefortheconstructionofthechannelsiniron&steelindustry.Keywords:WuhanSteelProcessingCO.,LTDDistributionChannelsDesigningoftheChannelsManagementoftheConfliction11W(LouisWStern)()[1][2][3]1.1.11082WTO5004001010%20044(BlueScope),2.8(18),,2006200471,·(LNM),,20048271.84064,[4]2004200570%3[5][6]21:;!1.1.220032.11.91995200211.7%2002200320%200320033717200251.8%7100041-145002.1200310%20%30002//1.2.11997111999HIB2531200257.24815141639HC516236198(2230)486200339%31%13%43%32%10%43%32%10%1.2.21-1695%1-171.2.31)20031-220031-3MYSTEEL8MYSTEEL624%23%10%672%649%39%38%23%15%9%8%5%690%60%945%28%14%8%12%7%,33100%54%46%8820033220032003~20041503766140”200420043198913510001.2mm1.0mm10439%40%46%59.65%59.89%63.18%POSCO-1),70%112)120101020203031.4.113231231234512345WTO[7]671-2SWOT1.4.21415162[10]17——182.2.1192.2.2202.2.321[12]22[13][14]23[15]2433.1.1[16][17]253.1.2[18]26[19][20]27“”[21]283.1.30ABCDE2930313.2.1[22][23]1CBD234A32[24][25]3.2.233[27]3.2.3[28]34∑∑××=“”353.2.4363.2.5373.2.5.1∑∑=38∑∑=∑∑=393.2.5.2403.2.61;411):2):a)b);;c):;;;;;7:;;;;;;d)(;)f):;;;;;[30]242;;;4344.1.1[32][33]444.1.2455-1464.1.3474.2.148[39][39][40]4.2.249§§§§§§§§§§§§§§§§§§§§§§§§§§§§50“”5152[1].,2003(5):52-57[2]SternLWEI-AnsaryI,CoughlanAT.MarketingChannels[M].Englewood:PrenticeHallInc,1996.[3]2001[4]..,2002,(9):31-32[5]..,2004(2):23-28[6].21.2004(4):11-16[7]WTO2000(1)41-45[8]LouisW.SternandAdelI.El-Ansary,MarketingChannels,5thed.UpperSaddleRiver,NJ:PrenticeHall,1996.[9].2000.[10]1999415[11].,.2003(4):29-33[12],2004181180-181[13],2003(1)29-32[14].2000(2):71-74[15]20037175-179[16]2002(3):31-33[17]2001(2)230-234[18]2002109393-95[19]2003(1):64-6653[20]()2002419-21[21]2003732-33[22]Mehta,R.Larsen,T.RosenbloomB.Theinfluenceofleadershipstyleonco-operationinchannelsofdistribution.InternationalJournalofPhysicalDistribution&LogisticsManagement199626(6)32-59.[23]Skinner,S.J.Gassenheimer,J.B.&Kelley,S.W.Cooperationinsupplier-dealerrelations.JournalofRetailing,199268(2)174-193.[24]RosenbloomB..Marketingchannels(3rded.).Chicago:TheDrydenPress1987[25]Brown,J.RLusch,R.F.&Muchling,D.D..Conflichandpower-dependencerelationsinretailer-supplierchannels.JournalofRetailing,198359(4)53-80.[26]200217420[27]200014[28],2000344-45[29],1999(7)31[30]2000727-28[31]NirmalyaKumar.ThePoweroftrustinManufacture-RetailerRelationship.HarvardBusinessReview,1996589-90[32]Hulland.MarketingManagement.1998[33]PaulGreenbergCRMCapturingandKeepingCustomerinInternetRealTime.McGraw-HillProfessionalBookGroup,2001[34]BurghardC,GalimJ.Customerrelationshipmanagement-newMCOcatalyst[J].GartnerAdvisory,2000(1):78-81[35],2002,169(1)40-41[36]KevinL.Webb.Managingchannelsofdistributionintheageofelectronic54commerce.IndustrialMarketingManagement,2002(31):95-102.[37],2004(1)79-81[38]MelodyY.Kianga,T.S.Raghub,KevinHuei-MinShangc.Marketingonth