纵观我国方便面行业的发展历程，整个行业的成长速度比较迅猛。方便面作为成熟 的快消品品类，经过多年的发展现在已经在消费者心智中的认知已经根深蒂固。方便面 行业内的企业数量众多，各方便面企业之间的竞争异常激烈。 中国地域幅员辽阔，各个区域的市场特点千差万别，消费习惯各具特色。因此就决 定了各消品企业进行全国市场拓展时，就必须依靠各区域的经销商。借助区域经销商， 企业能够实现市场规模的快速扩张，令产品销售到更多广泛的区域。 有效的经销商管理策略具有提高经营效率、降低交易成本、提高产品销量、建立品 牌优势、抢占竞品市场空间、提升企业竞争力等重要作用。 本文的研究方向是针对BX方便面公司现行的经销商管理策略存在的问题提出提解 决问题的改进方案。综合运用PEST、波特五力分析两种工具对方便面行业环境和竞争 现状进行深入分析。同时使用SWOT分析法对BX方便面公司的优势、劣势、机会和存 在威胁进行全面分析，并结合笔者的实际工作，综合用访谈法、问卷调查等方法，提炼 得出BX方便面公司经销管理工作中的五个重要问题，分别是经销商开发和淘汰机制不 完善、缺乏对经销商的分类管理、针对经销商的培训体系不够健全、缺乏对经销商有效 的考核和激励、缺乏提升经销商经营管理的工具。在深入分析问题产生的根源后，笔者 结合相关理论指导，提出解决问题的改进策略。为保障相关策略的有效落地，本文同时 提出了保障策略有效实施的配套机制。 本文旨在帮助BX方便面公司提升经销商管理工作的同时，为其他快消费品企业的 经销商管理工作提供一定借鉴。 关键词：方便面，经销商，管理策略 III ABSTRACT Throughout the development of China's instant noodle industry, the growth rate of the entire industry is relatively fast compared to other fast-moving consumer goods. The recognition of instant noodles as a mature category in the minds of consumers has become ingrained. There are a large number of companies in the entire instant noodle industry, and competition among brands of instant noodle companies is fierce. China has a vast territory, and the market characteristics of each region vary widely. Consumption habits have their own characteristics. Therefore, it is decided that enterprises must rely on dealers in various regions when expanding their national markets. With regional distributors, companies can achieve rapid market expansion and sell products to a wider range of regions. Effective dealer management strategies have an important role in improving operational efficiency, reducing transaction costs, increasing product sales, building brand advantages, capturing competing market space, and enhancing corporate competitiveness. The research direction of this paper is to propose a solution to solve the problem of BX instant noodle company's current dealer management strategy. Comprehensive use of PEST, Porter Five Force Analysis two tools for in-depth analysis of the instant noodle industry environment and competition status. At the same time, SWOT analysis method is used to comprehensively analyze the advantages, disadvantages, opportunities and threats of BX instant noodle company, and combined with the author's actual work, comprehensively use interview methods, questionnaires and other methods to refine the BX instant noodle company's distribution management work. The five important issues are: (1) the dealer development and elimination mechanism is not perfect; (2) the lack of classified management of dealers; (3) the training system for dealers is not sound enough; (4) the lack of dealers Effective assessment and incentives; (5) Lack of tools to enhance dealer management. After in-depth analysis of the root causes of the problem, the author combined with relevant theoretical guidance, proposed a strategic approach to problem solving. In order to ensure the effective implementation of relevant strategies, this paper also proposes a supporting mechanism for the effective implementation of safeguard strategies. This article aims to help BX instant noodle companies to improve dealer management strategy issues IV while providing some reference for dealer management of other fast-moving consumer goods companies. KYE WORDS: Instant Noodles, Dealer, Management Strategy V 目 录 摘要...............I ABSTRACTIII 1 绪论............1 1.1 本文的研究背景及意义.....1 1.1.1 研究背景......................1 1.1.2 研究意义......................2 1.2 研究方法与思路.................2 1.2.1 研究方法......................2 1.2.2 研究思路......................2 1.3 国内外研究综述.................3 1.3.1 国外相关研究..............3 1.3.2 国内相关研究..............4 1.4 研究创新之处.....................5 1.4.1 综合运用多种研究方法.............................5 1.4.2 研究方向聚焦..............5 2 相关理论概述...........................7 2.1 经销商管理模式的相关理论基础....................7 2.1.1 经销商管理策略的相关研究.....................7 2.1.2 经销商的种类..............8 2.1.3 经销商的作用..............9 2.2 企业营销渠道相关理论...10 2.2.1 营销渠道的内涵........10 2.2.2 营销渠道分类............10 2.2.3 营销渠道功能和重要性...........................11 2.3 营销环境分析理论...........12 VI 2.3.1 PEST宏观环境分析12 2.3.2 波特五力模型分析....13 2.3.3 SWOT分析..............14 2.4 本章小结...........................15 3 BX 方便面公司概述及营销环境分析.................17 3.1 BX方便面公司简介.......17 3.1.1 BX方便面公司发展历史......................17 3.1.2 BX方便面公司企业文化......................17 3.1.3 BX方便面公司组织架构......................18 3.2 方便面行业分析...............18 3.2.1 方便面行业的现状和发展趋势...............18 3.2.2 方便面行业生命周期分析.......................21 3.2.3 方便面行业消费购买行为分析...............22 3.2.4 网络购物对传统经销商的影响...............23 3.3 BX方便面公司外部宏观环境分析................23 3.3.1 政治法律环境分析....23 3.3.2 经济环境分析............24 3.3.3 社会环境分析............24 3.3.4 技术环境分析............24 3.4 BX方便面公司竞争环境分析......................25 3.4.1 新进入者的威胁........25 3.4.2 购买者的议价能力....25 3.4.3 供应商议价能力........25 3.4.4 现有竞争者................25 3.4.5 替代品威胁................26 3.5 BX方便面公司SWOT分析...........................26 3.5.1 优势............................26 3.5.2 劣势............................27 3.5.3 机会............................28 VII 3.5.4 威胁............................28 3.6 本章小结...........................28 4 BX方便面公司经销商现状分析及管理策略存在的问题分析.........31 4.1 BX方便面公司经销商现状............................31 4.2 BX方便面公司经销商的管理策略存在的问题...........................32 4.2.1 经销商开发和淘汰机制不完善...............32 4.2.2 缺乏对经销商的分类管理.......................33 4.2.3 针对经销商的培训体系不够健全...........33 4.2.4 缺乏对经销商有效的考核和激励...........34 4.2.5 缺乏提升经销商经营管理的工具...........34 4.3 本章小结...........................35 5 针对BX方便面公司经销商管理策略的相关建议...........................37 5.1 BX方便面公司经销商管理策略的改进建议37 5.1.1 完善经销商开发和淘汰机制...................37 5.1.2 建立对经销商分类管理体系...................38 5.1.3 完善经销商培训体系39 5.1.4 建立对经销商的考核制度和激励体系...40 5.1.5 为经销商开发高效的管理工具...............41 5.2 BX 方便面公司经销商管理策略落地保障措施..........................43 5.2.1 打造样板经销商........43 5.2.2 公司组织人员定期检核策略执行效果...43 5.2.3 策略实施效果与相关人员的绩效考评挂钩..........................44 5.2.4 加强BX方便面公司企业文化建设和销售团队的建设......44 5.3 本章小结...........................46 6 结论与展望.............................47 6.1 研究结论...........................47 6.2 研究不足之处及展望.......47 VIII