代理商对于商品在市场上的流通起到了非常重要的作用。有些比较大型的代理商
拥有非常丰富的客户资源，与厂商的合作时间也比较长，忠诚度很高。这些代理商往
往更容易获得厂商的支持，但同时，这些代理商也希望能够在产品的价格上获得更高
的折扣，长此以往，厂商就会失去最先拥有的渠道权力。而另外一部分代理商由于区
域或者自身能力的问题，销售状况并不理想，从而对厂商失去了信心，很容易就此终
止与厂商的合作，浪费了厂商大量的时间成本以及销售成本
笔者结合渠道管理的相关理论知识、在 E 医疗设备公司工作中获取的宝贵经验以
及最新的市场数据，对 E 医疗公司所面临的宏观环境，渠道管理现状进行了深入的分
析研究，从而指出了 E 医疗设备公司现有渠道管理的问题，并在此基础上提出了 E
医疗设备公司渠道管理的优化方案。通过对 E 医疗公司渠道结构上的调整、与渠道成
员间合作方式的改变以及加强对渠道成员进行激励等策略，进一步完善 E 医疗设备公
司的渠道网络，最终实现优化 E 医疗公司的渠道管理，以此达到产品销量稳步增长的
市场目标
关键词：医疗设备；渠道管理；优化；激励III
Abstract
The medical device industry has always higher profits. In recent years, the huge
market potential has led to more competitors participating, and the market competition has
become white-hot. Therefore, channel management becomes an indispensable part of every
medical device company. E medical equipment company as a professional manufacturer of
ultrasound medical equipment foreign company, also did not adopt direct sales model, but
through the different levels of agents to help E medical company sale its products.
Agents play a very important role in the market. Some of the larger agents have very
rich customer resources. The cooperation time between the manufacturers and the agents
are long and the loyalty is very high. These agents are often easier to get the manufacturer&39;s
support. But at the same time, these agents also hope to be able to get a higher discount on
the price of the product. In the long term, the manufacture will lose the first channel power.
The other part of the agents due to the regional reason or their own capabilities, sales
situation is not ideal. They will lost their confidence to the manufacturers and easy to end
the cooperation with the manufacturers. It will wasted the manufacturer a lot of time and
the cost of sales.
The author based on the relevant theoretical knowledge of channel management,
working experience in the E medical equipment company and the latest market data, the
deep analysis the macro environment the E medical company facing to, the present
situation of the channel management has carried and the currently problems in the channel
management the E medical equipment company has, and puts forward the corresponding
optimization solution. Through the adjustment of E equipment company channel structure,
with the changes in the way of cooperation between the channel members, and strengthen
the channel member of incentive strategy, such as to further improve the channel network
of E medical equipment company, finally realizes the optimization of the E medical
company&39;s channel management, in order to achieve a steady rise in sales market.
Keywords: Medical Equipment; Channel Management; Optimization; Incentive目录
致谢 ....I
摘要 .. II
Abstract........ III
第 1 章 绪论 .1
1.1 研究背景 ......... 1
1.2 研究对象 ......... 2
1.3 研究意义 ......... 3
1.3.1 理论意义...3
1.3.2 实践意义...3
1.4 国内外渠道管理的研究与文献述评4
1.4.1 国外关于渠道管理的研究...........4
1.4.2 国内关于渠道管理的研究...........5
1.4.3 国内外文献述评与借鉴...6
1.5 研究内容与研究方法6
1.5.1 研究内容...6
1.5.2 研究思路与方法...7
1.6 本文创新点 ..... 8
第 2 章 渠道管理相关理论研究 .....9
2.1 渠道关系理论概述 ..... 9
2.1.1 交易型渠道关系...9
2.1.2 关系型渠道关系...9
2.1.3 混合型渠道关系.10
2.2 渠道权力理论分析 .. 10
2.2.1 渠道权力的转移10
2.2.2 渠道权力下的冲突与合作........11
2.2.3 渠道权力下的激励....
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