锐捷网络公司混合渠道管理的问题与改进对策

发布时间：2018-06-19 05:09

本文选题：渠道管理 + 锐捷公司　；参考：《广西师范大学》2017年硕士论文

【摘要】：随着中国经济的发展,中国网络设备市场日趋饱和,网络设备市场高速发展的同时,人口红利正在逐渐消失。想要在人口红利逐渐消失的大背景下在网络设备市场开拓增量,占取存量,良好的渠道管理手段必不可少。锐捷网络公司作为众多网络设备公司的一个代表,在网络设备市场这一领域之中,历经多年发展,在网络设备市场中树立了良好的形象,赢得了客户与同行业者的良好口碑。但是想要在其他的领域打开局面或是在本领域内进行大手笔的创新或兼并就显得比较困难。很多企业都想在网络设备市场以及其他市场上占去一定的份额,行业的竞争也愈发变得激烈起来。网络设备制造企业想要发展,对于自身渠道的维度与规模进行扩展必不可少,对渠道进行科学的管理,企业对渠道管理要进行战略重视,这样才能使企业在激烈的竞争之中取得胜利,获得更高的市场占有率。众多在企业的渠道管理中,为了能够更全面,多层次的对于市场进行覆盖,大多选择采用多渠道战略。多渠道管理的战略,对于企业所采用的多渠道管理模式进行拓展与优化已经成为企业管理中炙手可热的一个议题。因此,本篇论文以多渠道管理这一热度议题入手,对于多渠道管理的特点、必要性、内容等进行阐述,结合锐捷公司多渠道管理模式的现状进行分析,并对于锐捷公司的多渠道管理战略提出建议,对于未来进行展望。要从渠道管理的理论入手进行分析,为之后论文中所要结合的案例与方法提供研究方法与依据。以锐捷公司的案例为结合,对于锐捷公司的结构与渠道的建设与战略进行简单介绍并对其现状进行分析。找出目前锐捷公司在渠道管理方面所存在的问题,根据锐捷网络公司的情况对锐捷的渠道管理方式提出相关的优化建议。希望可以对于锐捷公司调整自身渠道架构,获得更高的市场占有率,提升公司整体业绩有所帮助,并对相似的企业在混合渠道管理方面提供一定的理论和方法支持。
[Abstract]:With the development of China's economy, China's network equipment market is becoming increasingly saturated, the rapid development of network equipment market at the same time, the demographic dividend is gradually disappearing. In order to exploit the increment of the network equipment market and take up the stock under the background of the gradual disappearance of the population dividend, it is necessary to have good channel management means. As a representative of many network equipment companies, Ruijie Network Company has established a good image in the network equipment market after years of development in the field of network equipment market, and has won a good reputation of customers and the same industry. But it's difficult to open up in other areas or make big innovations or mergers. Many companies want to gain a share in the network equipment market and other markets, and the competition in the industry has become increasingly fierce. Network equipment manufacturing enterprises want to develop, for their own channel dimension and scale expansion is essential, to channel scientific management, enterprises should pay strategic attention to channel management, Only in this way can enterprises win in the fierce competition and gain a higher market share. In the enterprise channel management, in order to be more comprehensive and multi-level to cover the market, most choose multi-channel strategy. The strategy of multi-channel management, to expand and optimize the multi-channel management mode adopted by enterprises, has become a hot topic in enterprise management. Therefore, this paper starts with the hot issue of multi-channel management, expounds the characteristics, necessity and content of multi-channel management, and analyzes the current situation of Ruijie's multi-channel management mode. And to the Ruijie company's multi-channel management strategy puts forward the suggestion, carries on the prospect to the future. It is necessary to analyze the theory of channel management and provide the research method and basis for the cases and methods to be combined in the later paper. Based on the case of Ruijie Company, this paper briefly introduces the structure, channel construction and strategy of Ruijie Company and analyzes its present situation. To find out the existing problems in the channel management of Ruijie Company, according to the situation of Ruijie Network Company, to put forward the relevant optimization suggestions on the channel management mode of Ruijie Company. Hope it can adjust its own channel structure, gain higher market share, improve the overall performance of the company, and provide some theoretical and methodological support for similar enterprises in mixed channel management.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49

【相似文献】