【摘要】：隨著國內(nèi)各行各業(yè)信息化程度的日益提高,信息化產(chǎn)品的應(yīng)用也越來越廣泛和深入。其中軟件產(chǎn)品作為大部分信息化產(chǎn)品的基礎(chǔ)也越來越受到重視,需求刺激供給,導(dǎo)致眾多的軟件廠商不斷涌現(xiàn)出來,并加入到激烈市場競爭中來。如何將自己的軟件產(chǎn)品快速且準(zhǔn)確的銷售到用戶手中?在各種營銷手段當(dāng)中,科學(xué)合理的建立營銷渠道是其中重要的一種,然而由于涉及到多方利益的平衡以及軟件產(chǎn)品本身的特性,作為比較成功的軟件廠商依然無法避免渠道沖突的產(chǎn)生,并且越來越成為一種普遍現(xiàn)象存在著。如何對軟件產(chǎn)品渠道沖突進行有效的管理,使渠道網(wǎng)絡(luò)向著更加積極高效的方向發(fā)展,無疑是具有一定現(xiàn)實意義的探索。 本文通過系統(tǒng)總結(jié)歸納國內(nèi)外關(guān)于渠道沖突管理的研究成果,包括渠道沖突的類型、表現(xiàn)形式、成因以及管理策略等相關(guān)要素。通過研究IBM軟件產(chǎn)品營銷渠道在國內(nèi)的發(fā)展現(xiàn)狀,結(jié)合實際工作經(jīng)歷中所遇到的渠道沖突現(xiàn)象,提出了其軟件產(chǎn)品渠道管理過程中的問題,并由此歸納了其渠道沖突的特點,并分類分析了其渠道沖突的產(chǎn)生原因。依據(jù)渠道驅(qū)動體系挖掘其背后渠道策略實施背后的方法論,并按照渠道沖突的三種類型：即水平渠道沖突、垂直渠道沖突以及交叉渠道沖突和軟件產(chǎn)品特性,分別對其渠道沖突管理策略進行研究并提出實施改進意見。相信無論是在渠道網(wǎng)絡(luò)建立還是渠道沖突管理上,能給國內(nèi)同行業(yè)企業(yè)在發(fā)展?fàn)I銷渠道過程中以借鑒和啟示。
[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.
【學(xué)位授予單位】：華北電力大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F416.6

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