IBM中国公司软件产品营销渠道冲突管理研究
发布时间：2018-09-10 20:28
【摘要】：随着国内各行各业信息化程度的日益提高,信息化产品的应用也越来越广泛和深入。其中软件产品作为大部分信息化产品的基础也越来越受到重视,需求刺激供给,导致众多的软件厂商不断涌现出来,并加入到激烈市场竞争中来。如何将自己的软件产品快速且准确的销售到用户手中?在各种营销手段当中,科学合理的建立营销渠道是其中重要的一种,然而由于涉及到多方利益的平衡以及软件产品本身的特性,作为比较成功的软件厂商依然无法避免渠道冲突的产生,并且越来越成为一种普遍现象存在着。如何对软件产品渠道冲突进行有效的管理,使渠道网络向着更加积极高效的方向发展,无疑是具有一定现实意义的探索。 本文通过系统总结归纳国内外关于渠道冲突管理的研究成果,包括渠道冲突的类型、表现形式、成因以及管理策略等相关要素。通过研究IBM软件产品营销渠道在国内的发展现状,结合实际工作经历中所遇到的渠道冲突现象,提出了其软件产品渠道管理过程中的问题,并由此归纳了其渠道冲突的特点,并分类分析了其渠道冲突的产生原因。依据渠道驱动体系挖掘其背后渠道策略实施背后的方法论,并按照渠道冲突的三种类型：即水平渠道冲突、垂直渠道冲突以及交叉渠道冲突和软件产品特性,分别对其渠道冲突管理策略进行研究并提出实施改进意见。相信无论是在渠道网络建立还是渠道冲突管理上,能给国内同行业企业在发展营销渠道过程中以借鉴和启示。
[Abstract]:With the increasing degree of informatization in various industries in China, the application of information products is becoming more and more extensive and in-depth. Software products, as the foundation of most information products, are paid more and more attention to, and demand stimulates supply, which leads many software manufacturers to emerge and join in the fierce market competition. How to quickly and accurately sell your software products to users? Among all kinds of marketing methods, establishing marketing channels scientifically and reasonably is one of the important ones. However, due to the balance of various interests and the characteristics of software products, As a relatively successful software vendor, it is still inevitable to avoid channel conflicts, and it has become a common phenomenon. How to effectively manage the channel conflict of software products and make the channel network develop towards a more active and efficient direction is undoubtedly an exploration of certain practical significance. This paper systematically summarizes the research results of channel conflict management at home and abroad, including the types, forms, causes and management strategies of channel conflicts. By studying the current situation of IBM software product marketing channel in China, combining with the channel conflict phenomenon encountered in the actual work experience, this paper puts forward the problems in the course of channel management of IBM software product, and sums up the characteristics of channel conflict. The causes of channel conflict are analyzed by classification. Based on the channel driven system, the methodology behind the implementation of channel strategy is excavated, and according to the three types of channel conflict: horizontal channel conflict, vertical channel conflict, cross-channel conflict and the characteristics of software products. This paper studies the channel conflict management strategy and puts forward some suggestions on how to improve the channel conflict management strategy. It is believed that whether in the establishment of channel network or channel conflict management, it can be used for reference and enlightenment in the process of developing marketing channels for domestic enterprises in the same industry.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.6
本文编号：2235526
[Abstract]:With the increasing degree of informatization in various industries in China, the application of information products is becoming more and more extensive and in-depth. Software products, as the foundation of most information products, are paid more and more attention to, and demand stimulates supply, which leads many software manufacturers to emerge and join in the fierce market competition. How to quickly and accurately sell your software products to users? Among all kinds of marketing methods, establishing marketing channels scientifically and reasonably is one of the important ones. However, due to the balance of various interests and the characteristics of software products, As a relatively successful software vendor, it is still inevitable to avoid channel conflicts, and it has become a common phenomenon. How to effectively manage the channel conflict of software products and make the channel network develop towards a more active and efficient direction is undoubtedly an exploration of certain practical significance. This paper systematically summarizes the research results of channel conflict management at home and abroad, including the types, forms, causes and management strategies of channel conflicts. By studying the current situation of IBM software product marketing channel in China, combining with the channel conflict phenomenon encountered in the actual work experience, this paper puts forward the problems in the course of channel management of IBM software product, and sums up the characteristics of channel conflict. The causes of channel conflict are analyzed by classification. Based on the channel driven system, the methodology behind the implementation of channel strategy is excavated, and according to the three types of channel conflict: horizontal channel conflict, vertical channel conflict, cross-channel conflict and the characteristics of software products. This paper studies the channel conflict management strategy and puts forward some suggestions on how to improve the channel conflict management strategy. It is believed that whether in the establishment of channel network or channel conflict management, it can be used for reference and enlightenment in the process of developing marketing channels for domestic enterprises in the same industry.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.6
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