三一重机代理商管控模式优化研究

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1、AStudyofAgency—controllingModeOptimizationPlaninSANYHeavyMachineAbstract：Withtheincreasinglydevelopmentofconstructionmachineryindustry,thecompetitionamongtheenterprisesisbecomingfiercer．Inordertoremaincompetitiveinsalesmarketandattermarket，plentyofconstruct

2、ionmachinerymanufacturerschoosetheagentmodeastheirmarketingchannelsaimingtoincreasethemarketingshareandenlargetheservicecircle．Presently,agentmodewhichisconsideredastheoneofthemostvitalitymarketingchannelsisthemainstreamintheconstructionmachinerymarket．Thek

3、eytotheSuccessofagentmodeismanagementandcontrolling．Therefore，howtomanageandcontroltheagencieseffectivelyisonethemostsignificantissueswhichthemanufacturersshouldbefacedwith．Bystudytheexistingagency—controllingmodeinSANYHeavyMachine，thispaperraisesanoptimiza

4、tionplanforthepurposeoffillingthegapinthemanagementandstrengtheningtheeffectiveagency-controllingmode．Meanwhile，theoptimizationplanCanbeareferencetotheotherconstructionmachineryenterprises．Basedonchannelrelationship，managementandcontrollingtheoriesetc．andth

5、ecurrentagency—controllingmodeofconstructionmachinerybench-markingenterpriseinChina，thispaperanalyzesthecurrentsituationoftheagency-controllingsysteminSANYHeavyMachineCo．，LTD．，andtriestofindtheshortcomingsintheagency-controllingsystem．Then，thispaperutilizes

6、theagency-controllingtheory,thechannelconstraintstheoryandtheBalancedSoreCardetc．andtheexperienceofthebenchmarkingenterpriseCaterpillarandKomatsutodeveloptheoptimizationplanincludingagencyselection，riskcontrol，evaluationsystem，feedbacksystem，supportingsyste

7、m，DMSsystemandorganizationstructure．Lastly,thepaperforecaststherisksoftheimplementingtheplanandprovidesthecountermeasures，andelaboratesⅡIthestepsandguaranteesofplan．Theoptimizationplancannotonlytoimproveagency-controllingsysteminSANYHeavyMachinebutalsobeval

8、uableexperiencetootherbusinessdivisionsinSANYGroupandenterprisesinheavyindustry．KEYWORDSSANYHeavyMachineCo．，LTD．，agency-controlling，optimizationplanClassification：C93目录原创性声明⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯