国内测绘仪器行业分销渠道的现状、问题和对策分析.doc

国内测绘仪器行业分销渠道的现状、问题和对策分析
摘要
改革开放后,特别是近年来,随着中国经济高速发展,中国加入世界贸易组织(WTO),以及世界经济一体化格局逐步形成,中国不仅正在成为世界上最大的市场之一,而且正在成为世界工厂,这些为中国测绘仪器制造行业的崛起和发展带来了前所未有的机遇,并且对世界测绘仪器市场的竞争格局和竞争形势产生了现实和深远的影响。市场的快速膨胀和中国原有的测绘仪器生产制造基础,推动了中国测绘仪器制造行业的迅速崛起和发展,吸引了世界上所有测绘仪器生产制造商的高度关注。这也造就了同其他行业类似的问题,即中国测绘仪器行业分销渠道的发展同样面临着国外竞争对手的残酷竞争,分销渠道建设薄弱等各种的问题,适者生存,不进则退。在此形势下,中国测绘仪器行业、国内测绘仪器厂商应该如何应对国外竞争、如何避免自身的恶性竞争,改变渠道建设薄弱的现状,如何根据公司的发展和产品的特性建立完善的分销渠道,提高企业产品的快速流通,加快企业的品牌传播,增强企业的的竞争力,扩大企业在国内测绘仪器市场的市场份额,是应该得到关注的重要问题。
本文主要是根据研究国内分销渠道的状况,归纳国际、国内测绘仪器行业分销渠道的特点,分析测绘仪器市场发展现状、行业的竞争情况,认识到分销渠道建设在测绘仪器行业中的必要性。通过分析国内分销渠道自身发展战略和资源优势,优劣势的对比分析,发现问题。针对发现的问题提出相关的策略措施,为企业在渠道建设方面提供相关的参考,以期望能加强国内企业在未来的中国市场乃至国外市场竞争力,占据更多的市场份额。
关键词:测绘仪器分销渠道渠道建设渠道冲突

Abstract
After the reform and opening up, especially in recent years, as China's rapid economic development, China's accession to the World anization (WTO), and gradually form a pattern of world economic integration, China is not only ing one of the world's largest market, and is ing the world factories, surveying instruments such as China's rise and development of manufacturing industries has brought unprecedented opportunities and surveying instruments on the world market, petitive landscape and petitive situation produced a realistic and far-reaching impact. The rapid expansion of the market and Chinese original mapping equipment manufacturing base, and promote the Chinese surveying and mapping equipment manufacturing industry rapid rise and development, attracting all the world's mapping equipment manufacturers attention. It also created similar problems with other industries. Surveying Instruments industry that China's development of distribution channels is also facing petition from foreign rivals, weak distribution channels and other construction issues, survival of the fittest, behind. In this situation, the Chinese surveying and mapping equipment industry, the domestic mapping equipment manufacturers should be how to deal with petition, and how to avoid the petition itself, chan