1、 1 摘要摘要 企业分销渠道管理是企业的一项基础管理工作，同时也是企业获取长期竞争 优势的战略要素。在现在全球竞争的环境下市场竞争越来越同质化，使企业通过 产品、价格、促销这些战略要素的差别化来获取竞争优势已经越来越困难了；在 市场广阔、区域差异明显的中国市场上，分销渠道已经成为决定企业市场竞争力 的最重要的因素，而且分销渠道竞争优势不易被模仿，是企业持久的竞争优势。 因此，企业对分销渠道进行管理的重要性也越来越凸显。 经销商是分销渠道上的一个重要环节。他们在企业的整个分销渠道中不仅分 担了相应的责任与经营风险，而且在帮助企业快速分销产品，扩大市场占有率的 同时还传递着相关的市场与需求信息。经
2、销商是企业面对市场的第一用户。 本文通过在公司经销商店的实践和对公司管理者、经销商的深度访谈，对华 润漆在郑州的分销渠道进行分析，指出经销商在整个分销渠道上的重要作用，并 结合公司的实际情况运用分销渠道管理、经销商管理的相关理论对经销商政策提 出一些意见和建议，如加强对经销商的管理、了解经销商的需求、经销商经营专 一化。 关键词：关键词：分销渠道管理 经销商管理 华润漆 经销商政策 2 Abstract Enterprise distribution channel management is a basic management, but also a kind of corporate s
3、trategy for long-term competitive advantage factor. In the present environment of global competition, what increasing market competition, homogenization of the enterprise through product, price, promotion of these strategic elements of differentiation to obtain competitive advantage has become incre
4、asingly difficult; in the broad market, regional differences are significant in China markets. Distribution channels has become a deciding most important competitive factors; distribution channels, as a competitive advantage can not easily be imitated; distribution channels is the enterprise sustainable competitive advantage. Therefore, the importance of the enterprises managing distribution channels become more and more prominent. Dealer distribution channels is an important part. Their dist
