本文分别从“顾客满意度测评视角”和“经理人内部认知视角”展开充分调研，对 传统半导体企业新开展的互联网线上直供业务引发的渠道冲突进行了成因诊断并就线 上线下渠道冲突管理策略进行了研究。在此基础上，对互联网直供平台业务流程提出了 优化建议，并进行了初步实施，成效明显。 本篇论文的研究对象X公司是一家典型的美资半导体企业。随着竞争环境日益激 烈，为了保持高增长率和高毛利率，X公司采取了包括并购重组、裁剪冗余业务及调整 分销代理线等一系列措施。其中加强产品直供，推动互联网直供平台业务发展，是调整 分销渠道战略的重要一环。 本文首先从顾客感知角度切入，通过调查客户对于互联网直供平台相关指标的满意 度，找出对于客户重要但满意度不高的指标-价格和业务流程。在此基础上，本文进一步 从经理人视角切入，展开详细调研，找出价格问题和业务流程问题产生的企业内部管理 原因。价格问题的产生是线下渠道的恶意竞争、随意报价，而根源是企业线上渠道管控 的缺失；业务流程问题主要集中在新客户注册的繁琐和客户新询价效率的低下，而根源 在于企业互联网业务流程生搬线下业务经验，缺乏灵活性和操作性。 针对渠道管理问题，本文分析了互联网直供平台可能与现有代理分销体系产生的冲 突，基于冲突解决四步法，提出了互联网渠道管理策略。同时为了更好地解决互联网渠 道冲突，本文梳理了业务流程，并提出了优化的若干建议。这些建议在企业得到了采纳 并进行了初步实施，成效显著。 本文中关于互联网线上直供平台可能存在的渠道冲突管理和业务流程优化对公司 未来的发展提供有建设性的建议，同时对其他半导体原厂建立直供平台提供借鉴意义。 关键词：半导体；顾客满意度测评；渠道管理；流程优化；互联网直供 II Abstract In this paper, from the perspective of "Customer Satisfaction Evaluation" and "Manager's Internal Cognition", we make a full investigation, diagnose the causes of the channel conflict caused by the new Internet direct supply business of traditional semiconductor enterprises and study the Internet channel conflict management strategy. On this basis, this paper puts forward optimization suggestions for the existing direct supply platform business process and carries out preliminary implementation with obvious results. X company is a typical American semiconductor company. With the increasingly fierce competition environment, in order to maintain high growth rate and gross profit margin, Company X has adopted a series of measures including mergers and acquisitions, reorganization of redundant business and adjustment of distributions. Among them, strengthening the direct supply of products and promoting the online business is an important part of adjusting the distribution channel strategy. This article firstly cuts in from the perspective of customer perception. By investigating the customer's satisfaction with the relevant indicators of the Internet direct supply platform, it finds the indicators that are important to the customer but not high in satisfaction-prices and business processes. On this basis, this article further cuts in from the perspective of the manager, conducts detailed investigations, and finds the reasons for the internal management of the enterprise caused by price problems and business process problems. The price problem is caused by malicious competition and random quotation in offline channels, and the root cause is the lack of corporate Internet channel control; business process problems mainly focus on the cumbersome registration of new customers and the low efficiency of new customer inquiry, and the root cause lies in the corporate Internet Business processes are born with offline business experience, lacking flexibility and operability. Aiming at the problem of channel management, this paper analyzes the possible conflicts between the Internet direct supply platform and the existing agency distribution system. Based on the four-step conflict resolution method, the Internet channel management strategy is proposed. At the same time, in order to better solve the conflicts of Internet channels, this article combs the business process and puts forward some suggestions for optimization. These suggestions have been adopted by enterprises and carried out preliminary implementation, with remarkable results. In this article, the channel conflict management and business process optimization of the online platform provide constructive suggestions for the company's future development, and at III the same time provide a reference for other semiconductor manufacturers to establish online direct channel. Key words: Semiconductor; Customer Satisfaction Evaluation; Channel Management; Process Optimization; Internet Direct Supply IV 目录 摘要 ............................................................................................................................................. I ABSTRACT ............................................................................................................................... II 目录 .......................................................................................................................................... IV 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景与研究意义 ..................................................................................................... 1 1.1.1 研究背景 .................................................................................................................. 1 1.1.2 研究意义 .................................................................................................................. 2 1.2 文献综述 ......................................................................................................................... 3 1.2.1 顾客满意度测评 ...................................................................................................... 3 1.2.2 营销渠道管理 .......................................................................................................... 5 1.2.3 业务流程优化 ........................................................................................................ 10 1.3 主要研究内容、方法与框架 ....................................................................................... 11 1.3.1 主要研究内容 ........................................................................................................ 11 1.3.2 拟采取的研究方法 ................................................................................................ 12 1.3.3 研究工作基础及拟采取的技术路线 .................................................................... 12 1.3.4 拟解决的关键问题 ................................................................................................ 13 第二章 X公司概况及其互联网直供业务发展现状 ............................................................ 15 2.1 X公司所在行业及企业介绍 ........................................................................................ 15 2.1.1 半导体产业基本情况介绍 .................................................................................... 15 2.1.2 X公司基本情况介绍 ............................................................................................. 17 2.2 X公司互联网直供业务发展现状 ................................................................................ 20 2.2.1 X公司互联网直供业务发展历程 ......................................................................... 20 2.2.2 X公司互联网直供业务存在的问题 ..................................................................... 22 2.3 本章小结 ....................................................................................................................... 25 第三章 基于顾客满意度测评视角的线上线下渠道冲突 .................................................... 26 3.1 X公司顾客满意度测评体系的确立 ............................................................................ 26 3.1.1 顾客满意度测评指标的确定 ................................................................................ 26 3.1.2针对测评指标确定顾客满意级度和重要级度 ..................................................... 28 V 3.1.3顾客满意度测评体系的确立 ...........................................