-I- 摘要 在激烈竞争的市场中，企业间的品牌定位逐渐趋同、产品技术愈发接近。随 着竞争的升级，企业越来越认识和理解“终端致胜”的含义。因为产品本身的差 异化并不显著，对于各个企业的新产品来说，多样化的渠道设计能够使其产品更 早地出现在消费者面前，从而获取产品销售的先机。而就各个企业而言，如何将 自己所生产的产品通过各大渠道顺利地销售出去，建立良好的受众基础，同样需 要科学的销售渠道以及完善的经销商营销能力评价体系。因此，本文的研究就是 站在医疗器械生产企业的角度，通过学习和总结相关的研究结果，分析现有医疗 器械生产企业经销商的营销管理体系，旨在结合医疗器械行业的行业特征构建出 适用于当前该行业的营销能力评价体系。 在具体的研究过程中，本文将以 P 企业作为研究对象，首先结合企业经销商 管理以及经销商营销能力评价的相关理论和概念，探索经销商营销能力与企业的 相互关系，以此作为自己此次研究的理论基础；其次，以 P 企业作为研究对象对 其企业现状进行阐述并对企业内外部环境进行分析，找出该企业经销商营销活动 中所存在的问题；再次，针对当前企业存在的诸多问题对 P 企业的经销商营销能 力评价方案进行改进，对方案的设计思路以及具体内容展开阐述；最后，提出实 施改进方案过程中的保障措施，提升此次方案改进的可行性。 关键词：经销商管理；营销能力；医疗器械行业Abstract -III- Abstract In the fiercely competitive market, the brand positioning between enterprises is becoming more and more similar and product technology is getting closer. With the upgrading of competition, enterprises are more and more aware of the meaning of terminal winning. Because the product itself is not significantly different, for the new products of each enterprise, diversified channel design can make its products appear in front of consumers earlier, so as to obtain the first opportunity for product sales. As far as enterprises are concerned, how to sell their products smoothly through major channels and establish a good audience base also requires scientific marketing channels and a perfect evaluation system of distributors' marketing ability. Therefore, this paper is standing in the perspective of pharmaceutical manufacturers, through learning and summarizing the relevant research results, analyzing the existing pharmaceutical manufacturers distributors' marketing management system, aiming at building a marketing ability evaluation system suitable for the current industry in combination with the characteristics of the pharmaceutical industry. In the specific research process, this paper will take P enterprise as the research object. Firstly, combining the theory and concept of dealer management and the evaluation of dealer marketing ability, this paper explores the relationship between dealer marketing ability and enterprise, which is the theoretical basis of this study. Secondly, it takes P enterprise as the research object. This article elaborates the current situation of P enterprise and analyses the internal and external environment of the enterprise to find out the problems existing in the marketing activities of its distributors. Thirdly, it improves the evaluation scheme of P enterprise's distributors' marketing ability in view of many problems existing in the current enterprise, and expounds the design ideas and specific contents of the scheme. Finally, the paper puts forward the safeguard measures in the process of implementing the improvement plan to enhance the feasibility of the improvement. Keywords: Dealer management；Marketing ability；Pharmaceutical industry目 录 -V- 目 录 摘要...................................................................................................................I Abstract ................................................................................................................III 目 录...................................................................................................................V 第 1 章 绪论........................................................................................................1 1.1 研究背景.................................................................................................1 1.2 研究的意义.............................................................................................2 1.3 研究可行性..............................................................................................2 1.3.1 行业的选择...................................................................................2 1.3.2 对象的选择...................................................................................3 1.3.3 案例的选择...................................................................................3 1.3.4 问卷对象的选择...........................................................................3 1.4 研究思路..................................................................................................3 1.5 研究方法..................................................................................................4 1.5.1 德尔菲法.......................................................................................4 1.5.2 模糊综合评价法...........................................................................4 1.6 本章小结..................................................................................................5 第 2 章 相关理论和文献综述............................................................................7 2.1 相关理论概述..........................................................................................7 2.1.1 经销商的概念...............................................................................7 2.1.2 经销商的作用...............................................................................7 2.1.3 经销商营销能力的概念...............................................................8 2.1.4 医疗器械行业经销商的特点.......................................................8 2.2 文献综述................................................................................................10 2.3 本章小结................................................................................................11 第 3 章 P 企业经销商营销能力现状分析.......................................................13 3.1 P 企业简介 .........................................................................................13 3.2 P 企业经销商分布介绍 .....................................................................15 3.3 P 企业主要经销商现状介绍 .............................................................16 3.4 P 企业经销商业绩对公司的影响 .....................................................17 3.5 P 企业经销商营销能力提升中遇到的问题 .....................................18 3.5.1 经销商网络覆盖能力差............................................................18北京工业大学工商管理硕士专业学位论文 -VI- 3.5.2 经销商资金实力和品牌力较低................................................19 3.5.3 经销商行销意识薄弱................................................................20 3.5.4 产品价格的制定不够灵活........................................................21 3.5.5 产品推销手段单一....................................................................21 3.6 本章小结.............................................................................................22 第 4 章 P 企业经销商营销能力评价体系.......................................................23 4.1 P 企业经销商营销能力评价体系的构建基础 ....................................23 4.1.1 评价体系的构建原则.................................................................23 4.1.2 评价主体的选择.........................................................................24 4.1.3 评价方法的选择.........................................................................24 4.2 P 企业经销商营销能力评价指标的构成 ............................................25 4.3 本章小结...............................................................................................33 第 5 章 P 企业经销商营销能力评价研究.......................................................35 5.1 指标筛选.............................................................................................35 5.2 指标权重...................