The Research of Distributor Management VJ Company Based on Sales Channel Matching Degree
|School||Shanghai Jiaotong University|
|Keywords||X-ray machine BGA Rework Purchasing decisions Sales channels Matching analysis|
The sales agents are frequently used mode of the field of equipment sales, equipment manufacturing enterprises through the middle channel and end customer business dealings. VJ company's sales practice, the pattern of sales agents, but not everyone agents are able to respond to a particular type of customer, there is an agent behavior characteristics and customer behavior to match the characteristics of the problem. The purpose of this paper, it is hoped Through detailed analysis, the ability to create a specific method and model, not only to meet the the VJ agents management needs, and can also provide a reference for other companies with similar needs. This is first introduced the general situation of the SMT industry, and a detailed introduction for VJ's two main products - X-ray machines and BGA rework equipment. The specific use of the five forces model analysis methods, the bargaining power of suppliers, the buyer's bargaining power, the threat of new entrants, threat of substitutes and competitors degree of competition in the five point of view both of these devices in carried out a detailed analysis of the position in the industry, and came to the conclusion. Secondly, the VJ's customers are classified, summarized as Europe and the United States, Taiwan, local private and military enterprises. Specific use clear decision-making type and the method of analysis of the decision-making process for each type of business, a detailed analysis of the above two aspects, identified by their respective decision-making characteristics. Again, using SWOT analysis method, a detailed analysis of the relative advantages and disadvantages of the VJ five agents. The specific methods for different types of customers, product promotion capabilities needed to own characteristics and agents set 10 analysis dimensions, give a specific description of the behavior characteristics of each agent for 10 dimensions, and assessed for each dimension of each agent based on a different point value. SWOT analysis, the behavioral characteristics of a quantitative, to create the conditions for the final match of the analytical model proposed. Finally, the above analysis method obtained an analytical process and finalized dealers and customers match analysis, and analysis of the results of the practical significance of the agent management. On this basis, the actual use of all the quantitative results of the analysis, match VJ's dealers and customers, and obtained VJ agent management recommendations, as well as match analysis available to other enterprise reference model and Application of the method.