论文部分内容阅读
用户背景:TCL 公司主要以生产电话、电视等电子类产品为主,目前其营销网络分布在全国各地,实行三级管理,分为7个大区、28个分公司、150个经营部和办事处,有着近4000人的庞大营销队伍,并有数千个授权经销商。方案实施原因:营销网络的信息化直接影响一线营销队伍的管理,关系到企业的利润和生存。因此,对于 TCL来说,信息化的工作就不仅仅是网络建设的问题,更是一个如何从根本上提高营销管理水平、如何管理庞大营销渠道的经营问题。方案特点:TCL 公司构建的分销资源系统,划分了两个层次,它们分别是分销业务计划与决策分析系统(DRP-1)和分销体系与资源运营管理系统(DRP-2)。这种划分形式是从企业实际的运作模式中得来的。适用范围:国内与 TCL 近似的电子产品制追企业为数不少,他们所面临的市场竞争大致相同,一个良好的销售渠道管理,能够使企业在强大的市场压力面前处于有利地位。
User background: TCL company mainly produces telephones, televisions and other electronic products. At present its marketing network is distributed throughout the country, the implementation of three levels of management, is divided into 7 regions, 28 branches, 150 operating departments and services There is a huge marketing team with nearly 4,000 people and thousands of authorized dealers. The reasons for the implementation of the plan: The informationization of the marketing network directly affects the management of the front-line marketing team and relates to the profit and survival of the company. Therefore, for TCL, the work of informatization is not only a problem of network construction, but also a problem of how to fundamentally improve the level of marketing management and how to manage a huge marketing channel. The characteristics of the program: The distribution resource system constructed by TCL Corporation is divided into two levels. They are the Distribution Business Plan and Decision Analysis System (DRP-1) and the Distribution System and Resource Operation Management System (DRP-2). This division form is derived from the actual operating mode of the company. Scope of application: There are a large number of electronic product tracking companies that are similar to TCL in China. The market competition they face is roughly the same. A good sales channel management can enable enterprises to be in an advantageous position in the face of strong market pressure.