本文選題：渠道管理 + 銳捷公司��； 參考：《廣西師范大學(xué)》2017年碩士論文

【摘要】：隨著中國(guó)經(jīng)濟(jì)的發(fā)展,中國(guó)網(wǎng)絡(luò)設(shè)備市場(chǎng)日趨飽和,網(wǎng)絡(luò)設(shè)備市場(chǎng)高速發(fā)展的同時(shí),人口紅利正在逐漸消失。想要在人口紅利逐漸消失的大背景下在網(wǎng)絡(luò)設(shè)備市場(chǎng)開(kāi)拓增量,占取存量,良好的渠道管理手段必不可少。銳捷網(wǎng)絡(luò)公司作為眾多網(wǎng)絡(luò)設(shè)備公司的一個(gè)代表,在網(wǎng)絡(luò)設(shè)備市場(chǎng)這一領(lǐng)域之中,歷經(jīng)多年發(fā)展,在網(wǎng)絡(luò)設(shè)備市場(chǎng)中樹(shù)立了良好的形象,贏得了客戶與同行業(yè)者的良好口碑。但是想要在其他的領(lǐng)域打開(kāi)局面或是在本領(lǐng)域內(nèi)進(jìn)行大手筆的創(chuàng)新或兼并就顯得比較困難。很多企業(yè)都想在網(wǎng)絡(luò)設(shè)備市場(chǎng)以及其他市場(chǎng)上占去一定的份額,行業(yè)的競(jìng)爭(zhēng)也愈發(fā)變得激烈起來(lái)。網(wǎng)絡(luò)設(shè)備制造企業(yè)想要發(fā)展,對(duì)于自身渠道的維度與規(guī)模進(jìn)行擴(kuò)展必不可少,對(duì)渠道進(jìn)行科學(xué)的管理,企業(yè)對(duì)渠道管理要進(jìn)行戰(zhàn)略重視,這樣才能使企業(yè)在激烈的競(jìng)爭(zhēng)之中取得勝利,獲得更高的市場(chǎng)占有率。眾多在企業(yè)的渠道管理中,為了能夠更全面,多層次的對(duì)于市場(chǎng)進(jìn)行覆蓋,大多選擇采用多渠道戰(zhàn)略。多渠道管理的戰(zhàn)略,對(duì)于企業(yè)所采用的多渠道管理模式進(jìn)行拓展與優(yōu)化已經(jīng)成為企業(yè)管理中炙手可熱的一個(gè)議題。因此,本篇論文以多渠道管理這一熱度議題入手,對(duì)于多渠道管理的特點(diǎn)、必要性、內(nèi)容等進(jìn)行闡述,結(jié)合銳捷公司多渠道管理模式的現(xiàn)狀進(jìn)行分析,并對(duì)于銳捷公司的多渠道管理戰(zhàn)略提出建議,對(duì)于未來(lái)進(jìn)行展望。要從渠道管理的理論入手進(jìn)行分析,為之后論文中所要結(jié)合的案例與方法提供研究方法與依據(jù)。以銳捷公司的案例為結(jié)合,對(duì)于銳捷公司的結(jié)構(gòu)與渠道的建設(shè)與戰(zhàn)略進(jìn)行簡(jiǎn)單介紹并對(duì)其現(xiàn)狀進(jìn)行分析。找出目前銳捷公司在渠道管理方面所存在的問(wèn)題,根據(jù)銳捷網(wǎng)絡(luò)公司的情況對(duì)銳捷的渠道管理方式提出相關(guān)的優(yōu)化建議。希望可以對(duì)于銳捷公司調(diào)整自身渠道架構(gòu),獲得更高的市場(chǎng)占有率,提升公司整體業(yè)績(jī)有所幫助,并對(duì)相似的企業(yè)在混合渠道管理方面提供一定的理論和方法支持。
[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.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F49

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