| This paper analysis the case that Schneider Electric setup distribution network in China successfully by using the distribution network theory and expound the rules and methods for industrial product distribution network building and management. This paper also introduces some new theories related to distribution network, such as distribution center, e-commerce, etc. This paper also introduces some ideas of distribution network development. Some enterprises have not recognized the value of the distribution network because it is not so long to develop market economic and the marketing, especially the distribution system, is affected by planning economic. Through analysis Schneider distribution network, we can get a lot of experience of building industrial distribution network according to China situation. These experiences are very useful for domestic enterprises, especially industrial good producer.At the beginning, this paper reviewed some theories related to the distribution channel and distribution network. And also introduce the distribution network development procedure under different marketing concepts. Then author put forward some arguments of building and management for industrial product distribution network:1. Different business, different type of product, the selection for the distribution channel is different.2. Enterprises adopt different management method of distribution channel according to different network member.3. The setup of industrial product distribution network should suit for the market environment.4. The setup of the distribution center can clarify the responsibility of each department, improve the management efficient, and provide better service for customer.This paper also introduces the Schneider Electric Company and its market situation in electrical business. Schneider Electric China has developed 15 years in China and got the largest marketing share in domestic market in low voltage electrical business and also keeping good situation. This paper analysis the member and structure of Schneider distribution network and each channel of distribution network.The development of Schneider distribution network in China has gone through 2 stages, one is building up distribution network concentrating product, the other is developing distribution network concentrating customer. After 15 years development, the network is very huge now. Towards the network, the management is key to the development of the network. Schneider adopts different management method according different network member. Schneider divided distribution network into two organization models, one is management distribution network model, the other is contract distribution network model. The relation between distributor and Schneider belongs to management distribution network model. The contract distribution network model includes panel builder, OEM(Original Equipment Manufacture), and system integrator. For these two models, Schneider adopts different management methods. The level of distribution network management decides the control degree to the distribution network. The good management can assure the distribution channel very smooth. The management method includes selection, incentive and adjustment.The module which Schneider built distribution network in China did not copy French module or other countries'. Schneider did a lot of marketing survey in China and designed the distribution network according to Chinese situation. This paper also introduces the structure and characteristic of Schneider France distribution network. This paper compared the distribution network between China and France, find out the difference. That is why the distribution network building must suit for the local market. Because of developing the marketing theory and competition, each company is finding methods to reduce the cost and provide better service for customer. Recently some company focused on distribution center. Through distribution center, company can enforce the management of sales, store and production... |
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