A电脑公司分销渠道研究

发布时间：2018-01-19 21:43

本文关键词： 分销渠道渠道管理电脑行业　出处：《华东理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：当今企业在市场营销上的成功与否,很大程度上取决于其分销渠道是否顺畅和高效。鉴于渠道将直接影响所有的营销活动,如何去建设、管理和维护一套完善的分销渠道系统,是摆在每个企业面前的重大课题。显而易见,电脑产品的自然属性和消费者偏好的差异性,导致分销渠道功能各异。在受到电脑市场规模以及消费者群体不断扩大的推动下,不仅市场竞争日趋激烈,产品利润也日渐微薄。除此之外,由于产品功能、出货价格和促销方式趋于同化,各大电脑制造商的营销效果也日益减弱。在这样的环境下,分销渠道也就自然而然逐渐成为最为核心的竞争力。对电脑制造商来说,如果将产品比作生存的根基,那渠道便是发展的本质。为了能占领更大市场、获取更多利润,电脑制造商必须第一时间选择一种最佳的分销渠道模式。然而,到底应该采用哪种分销渠道才最为合适,业界也一直争论不休、莫衷一是。本文的撰写正是基于以上背景,以A电脑公司(以下简称A公司)作为研究对象,对其分销渠道做了一次深入的分析和探讨。首先,从分销渠道理论入手,简要概述了分销渠道及其相关理论。其次,从宏观的角度,归纳总结了我国电脑行业的分销渠道模式。然后,从微观的角度,详细分析了A公司现行的渠道状况。最后,在分析的基础上,针对A公司所面临的现存问题,对其分销渠道模式提出了优化方案和具体措施,使之更适应当前的市场环境和未来的发展。
[Abstract]:The enterprise in the marketing success depends largely on the distribution channel is smooth and efficient. In view of the channel will directly affect all marketing activities, how to build, manage and maintain a sound distribution channel system, is a major issue in front of each enterprise.
Obviously, the differences of computer products natural attributes and consumer preferences, leading to different functions in distribution channels. Driven by computer the size of the market and consumer groups continue to expand, not only in the increasingly fierce market competition, the product profit is low. In addition, the product function, shipping price and promotion methods tend to be assimilated, the computer manufacturers marketing effect is weakened. In this environment, the distribution channels will naturally become the core competitiveness of computer manufacturers, if the product as the foundation of survival, the channel is the essence of development. In order to occupy more market and obtain more profits, computer manufacturers must choose one of the best mode of distribution channels of the first time. However, in the end should adopt what kind of distribution channel is the most appropriate, the industry has also been debated, Unable to agree on which is right.
This paper is based on the above background, the A computer company (hereinafter referred to as A company) as the research object, the distribution channels make an in-depth analysis and discussion. First of all, starting from the theory of the distribution channel, a brief overview of the distribution channel and its related theories. Secondly, from the macro perspective, summed up China's computer industry distribution mode. Then, from the microscopic point of view, a detailed analysis of A's current channel condition. Finally, on the basis of the analysis, the existing problems in A company, the optimized scheme and put forward specific measures on the distribution channel mode, to better adapt to the current market environment and the future development.

【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.671

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