Industrial Lighting Enterprise Sales Network Research

The domestic industrial lighting market has been developing rapidly since the reform and opening up,and the market has great potential.With the development of industrial lighting market,a large number of outstanding industrial lighting enterprises have sprung up.However,industrial lighting enterprise sale network can not meet the needs of the market for the change of environment.And some outstanding problems gradually emerge.H company which is a leading enterprise in industrial lighting marketing sets service centers by province and adopt direct sales to build sales network.The way to build sales network leads some problems,such as low operational efficiency and so on.Thus,it's necessary to study the optimization of industrial lighting enterprise sale network to help H company to solve the problems existing in the sales network.First,the thesis combs the study on sale network,hub and spoke network theory,SWOT analysis model as well as related concepts of industrial lighting.Second,the thesis analyses the industry of industrial lighting and H company's existing sale network.Third,the thesis recognizes strengths,weaknesses in H company's sale network and opportunities and threats in the industry.Strengths are large number of direct sales personnel,high quality products and rich product categories.Weaknesses are low operational efficiency,low initiative of developing customers' headquarters,fleeing goods,low rate of project cooperation and greater learning disability.Opportunities are industry policies of support,high barriers to entry and a huge development potential.Threats are slower pace of economic growth,fierce competition,customer bargaining ability.Thus,H company should take the reverse strategy(WO strategy).Then,the thesis evaluates H company's existing sale network and finds problems in existing sale network.On this basis,the thesis designs optimization of thinking and measures of sale network,that is setting service centers by industry.The optimization measures of sale network are division reform,direct sales of products,strengthening the business department cooperation,strengthening the management of product circulation,building learning organization and actively expanding the international market.Final,the thesis designs measures of safeguard.H company should also adopt measure of safeguard,the measures of safeguard should be the optimization of employee management,enhancing financial support,actively improving the office environment and strengthening the building of organizational culture.