本文關(guān)鍵詞： 分銷渠道 渠道管理 電腦行業(yè)　出處：《華東理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：當(dāng)今企業(yè)在市場營銷上的成功與否,很大程度上取決于其分銷渠道是否順暢和高效。鑒于渠道將直接影響所有的營銷活動,如何去建設(shè)、管理和維護一套完善的分銷渠道系統(tǒng),是擺在每個企業(yè)面前的重大課題。 顯而易見,電腦產(chǎn)品的自然屬性和消費者偏好的差異性,導(dǎo)致分銷渠道功能各異。在受到電腦市場規(guī)模以及消費者群體不斷擴大的推動下,不僅市場競爭日趨激烈,產(chǎn)品利潤也日漸微薄。除此之外,由于產(chǎn)品功能、出貨價格和促銷方式趨于同化,各大電腦制造商的營銷效果也日益減弱。在這樣的環(huán)境下,分銷渠道也就自然而然逐漸成為最為核心的競爭力。對電腦制造商來說,如果將產(chǎn)品比作生存的根基,那渠道便是發(fā)展的本質(zhì)。為了能占領(lǐng)更大市場、獲取更多利潤,電腦制造商必須第一時間選擇一種最佳的分銷渠道模式。然而,到底應(yīng)該采用哪種分銷渠道才最為合適,業(yè)界也一直爭論不休、莫衷一是。 本文的撰寫正是基于以上背景,以A電腦公司(以下簡稱A公司)作為研究對象,對其分銷渠道做了一次深入的分析和探討。首先,從分銷渠道理論入手,簡要概述了分銷渠道及其相關(guān)理論。其次,從宏觀的角度,歸納總結(jié)了我國電腦行業(yè)的分銷渠道模式。然后,從微觀的角度,詳細分析了A公司現(xiàn)行的渠道狀況。最后,在分析的基礎(chǔ)上,針對A公司所面臨的現(xiàn)存問題,對其分銷渠道模式提出了優(yōu)化方案和具體措施,使之更適應(yīng)當(dāng)前的市場環(huán)境和未來的發(fā)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.

【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.671

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