M公司分销渠道管理研究

发布时间：2019-05-20 04:08

【摘要】：国内企业管理软件市场日益激烈的竞争环境,和即将到来的行业洗牌浪潮促使软件厂商逐渐认识到,保持和提高自身的核心竞争力的重点就是通过渠道的力量来实现市场的巩固和拓展。而如何做好各渠道的管理与优化便成为了软件企业的营销策略重点。M公司是国内从事IT软硬件产品生产的第一个华人品牌厂商。在3C电子制造领域完成市场拓荒后,率先成为国内少数几个开辟管理软件市场的领跑者,因此本文以M公司为样本,探讨了其在渠道成员管理、培训等方面可能存在的问题。本文共分为六章。第一章为绪论,简单介绍了本文的研究背景和意义,并概述了文章的主要内容和研究方法。第二章主要为文献综述部分。第三章简单介绍了M公司的公司概况和渠道经营管理现状。第四章探讨了M公司在渠道管理方面存在的各种问题及问题产生的原因。第五章根据M公司的现有资源,并针对存在的管理问题制定了相应的改善对策。第七章为结束和展望。本文旨在通过渠道管理理论来系统化地研究分析M公司渠道建设和管理中存在的问题,并针对研究对象给出具体的渠道管理优化和改善规划。使其能在充分利用自身资源的基础上,通过渠道的力量,实现企业的持续增长。并在此基础上,为行业中其他软件厂商的渠道优化提供参考。
[Abstract]:The increasingly fierce competitive environment in the domestic enterprise management software market, and the upcoming wave of reshuffle in the industry have prompted software manufacturers to gradually realize that, The focus of maintaining and improving their core competitiveness is to consolidate and expand the market through the power of channels. How to do a good job in the management and optimization of various channels has become the focus of marketing strategy of software enterprises. M company is the first Chinese brand manufacturer engaged in the production of IT software and hardware products in China. After completing the market development in the field of 3C electronic manufacturing, it has taken the lead in opening up the management software market in China. Therefore, taking M Company as a sample, this paper discusses its possible problems in channel member management, training and so on. This paper is divided into six chapters. The first chapter is the introduction, which briefly introduces the research background and significance of this paper, and summarizes the main contents and research methods of the article. The second chapter is mainly the literature review part. The third chapter briefly introduces the general situation of M company and the current situation of channel management. The fourth chapter discusses the problems existing in channel management of M company and the causes of the problems. The fifth chapter, according to the existing resources of M company, and formulates the corresponding improvement countermeasures for the existing management problems. The seventh chapter is the end and prospect. The purpose of this paper is to systematically study and analyze the problems existing in the channel construction and management of M company through the channel management theory, and to give the concrete channel management optimization and improvement plan for the research object. So that it can make full use of its own resources, through the power of channels to achieve sustainable growth of enterprises. On this basis, it provides a reference for the channel optimization of other software manufacturers in the industry.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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