Research On The Management Strategy Of Distributors In Guangzhou Area Of NN Company

NN is a publicly traded company in the United States with a history of more than 100 years of history.Its secret to innovation is its innovative ability and excellent management mechanism.The Fortune 500 company operates in more than 70 countries around the world,has established wholly-owned factories in 40 countries,and has independent laboratories in 36 countries.The deep localization makes it famous all over the world.In 1984,NN entered China and was the first wholly foreign-owned enterprise established outside the special economic zone.The accumulated investment amount in China has exceeded 20 billion yuan,and the number of employees is close to 10,000.The technological innovation of the products has brought rapid growth to its business in China.From the 1984 entry to China to the successful hosting of the Olympic Games in Beijing in 2008,NN’s performance has achieved a 100-fold growth.Being able to grow so fast is inseparable from macroeconomic factors.At the same time,it is because NN has adopted a dealer sales strategy to enable products to be delivered to customers quickly,while having sufficient cash flow to ensure the company’s continued development.Continue to invest.In recent years,with the slowdown of China’s economic development,NN’s business has also been challenged.The rapid development of the past 20 years has made NN’s management of dealers relatively extensive.When the economic environment is not good,dealers often receive greater influence,and some even go bankrupt and fail.This reflects the further improvement of NN’s operations in China and the management of dealers.Especially for the management of dealers,it is necessary to strengthen.The manufacturing industry in South China has always led the country,not only because there are “world factories” like Dongguan and Shenzhen.There are also cities such as Foshan and Guangzhou,which use home appliances and automobiles as an industry.NN’s products are used in these areas.Therefore,South China is a very important area for NN company and has strategic significance.South China and Hong Kong are connected to each other and have a good balance of business in the Asia-Pacific region.It is the main business growth point of NN.However,dealer management in South China has not become more efficient as its business has grown,but has encountered some difficulties and problems.For example: regional goods,unreasonable discounts,uneven quality of dealer companies,and so on.Under the sum of various problems,business growth is even more difficult.In 2016,the sales growth of each dealer was obviously not as good as before,and there was no obvious improvement in 2017 and 2018.This is enough to show that the promotion of dealer management is imminent.Through the analysis of NN’s "internal environment","industry environment" and "external environment",we can effectively discover the advantages and disadvantages of NN company.The analytical tools used are the "internal factor analysis matrix" and the "external factor analysis matrix".Internal environment analysis,the tools used are Porter’s value chain analysis,which includes: basic activities and technical activities.Industry environmental analysis,the tools used are Porter’s five-force analysis,including: supplier bargaining power,buyer bargaining power,new entrant threats,threats to alternatives,and competition for competition in the industry.The external environment analysis uses the PESTEL model to analyze the six aspects of politics,economy,society,technology,environment and law.Internal and external analysis of superiority and inferiority can more clearly reflect the advantages and disadvantages associated with dealer management.After analyzing the management status of NN’s current dealers,combined with the results of internal and external factor analysis matrix,find the problem of dealer management.The main problems are: regional management is not in place,the quality of dealers is low,the incentive mechanism is not perfect,the elimination mechanism is not implemented,and so on.Four dealer management issues need to pass: change the structure of NN company and dealers,adjust some policies,strengthen the management of supply and order,increase effective incentive mechanism and improve dealer loyalty.In order to implement the strategy smoothly,it needs to be guaranteed through a series of measures such as financial support of NN,optimization of supply system and enhancement of cultural communication.NN has been in China for more than 40 years and will continue to develop and develop in China.Further strengthening of dealer management can effectively increase its competitiveness among similar enterprises and continuously create more brilliant achievements and new outstanding achievements.