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IT企业分销渠道管理研究

论文编号:XG015 论文字数:34982,页数:49

IT企业分销渠道管理研究——基于神州数码的分析
摘要
分销业近几年有了飞速的发展，无论在家电、医药、食品还是电子等行业。“分销”和“渠道”都成为业内人士讨论的焦点之一。分销业的发展由来已久，以前国内的分销业有如群雄逐鹿的战国时代，大大小小数以万计，全国性的、本地的、国营的、民营的，以IT为例，大的分销商每年的营业额数十亿到上百亿人民币，小的数千万。
但整体来说，在20世纪90年代中期以前，国内分销业还鲜有具有专业管理经验和水平的分销商。由于国家政策的原因，以前外资进入国内分销业仍然受到限制，加上几十年的计划经济体制和与世隔绝的商业环境使我们与那些跨国分销巨头在许多方面存在巨大的差距，例如：管理理念、信息化水平、渠道管理手段、分销技能、物流中心的自动化管理以及信用体系的评估等。但从1997年开始，跨国的分销巨头们就纷纷登陆中国，他们收购国内或香港较成熟且具有规模的分销企业，引进他们先进的MIS系统、渠道管理经验和丰富的产品资源，依托其强大的资金实力，将国内IT业的分销导入到一个靠规模、实力和专业化的激烈较量当中。目前全球排第一位和第三位的分销商加上国内的几家上市公司，在国内的IT分销领域展开了全面的竞争，前五大分销的总规模超过每年30多亿人民币的营业额。他们比拼的不仅仅是规模、资金和产品资源等硬件条件，还有渠道管理的手段、理念和战略等软件系统。
本文以一家大型IT分销企业为例，通过总结公司多年在分销渠道管理上的经验和教训，对公司的分销渠道管理问题进行研究，以“分销渠道扁平化”以及“分销多品牌战略”为着眼点，论证这两种策略的运用这在神州数码产品分销实践工作中的必要性。

关键词：分销、渠道、品牌

ABSTRACT

Distribution industry has developed rapidly in recent years, no mater in home appliance, medicine, food or electronic industry. Distribution and channel are the word is exposed most frequently by medias as well as one of the focus topics of the insiders. Distribution has long been developed, there were tens of thousand of numerous distribution companies before, including local, state-owned, privately-run distribution companies with different scale. Take IT industry for example, the yearly turnout of the gigantic distributor can be several billion and even tens of billion, and that of the small one only can be tens of million.
Generally speaking, there were rare distributors with special manage experience and high level of management before mid-1990. Limitations were posed on the foreign capital when they entered the distribution industry due to national policies. Furthermore, tens of years planned economy system and isolated commercial environment left us fall behind and there exist a huge gap between the international gigantic and us in various aspects. For example, the aspects of management, the level of information , the means of channel management, distribution skills, automatic management of logistic center, and the evaluation of credit system.
However, from 1997, international gigantic distributors began to land in China one after another, they purchase domestic or HK distribution corporations which are mature and with scale, introduce the advanced MS system. With channel management experience and abundant resources of products, they lead our domestic IT industry to intensive competition based on scale, strength and specialization. The turnover of the first five biggest distribution but or incoming 30 billion RMB. They not only compete in the aspect of hardware such as scale, capital and product resources, but also in the software including the means of channel management, ideology, and strategy and so on.
This paper take a large distribution corporation for example, through the summarize of its experience and lessons, taking "distribution flattening” and “strategy of multi-band in distribution" view to demonstrate the necessity of the two aspects in practice.

KEYWORDS：Distribution、channel、Brand

第一章引言 1
第一节问题的提出 1
第二节研究的意义 1
第三节研究的方法 1
第四节研究的主要内容 2
第二章分销渠道的基本理论和概念 3
第一节分销渠道理论的演进 3
第二节渠道分销的定义 4
第三节渠道运营的主要内容 9
第三章 IT分销渠道的运营特点及发展趋势 14
第一节 IT企业传统渠道的模式和扁平化的渠道分销模式 14
第二节 IT企业传统渠道产生和发展的原因 15
第三节 IT企业传统渠道的特点及优劣 15
第四节传统渠道的局限性 16
第五节国内IT厂商目前渠道运营的特点 17
第六节国内1T产业渠道的发展趋势 20
第四章 21世纪分销渠道新模式 22
第一节关于分销渠道逆向模式的探讨 22
第二节分销渠道网络化变革及其作用机理研究 23
第五章 IT企业渠道管理及分销策略研究——基于神州数码 29
第一节神州数码有限公司简介 29
第二节   神州数码的分销之路分析 29
第三节神州数码的分销之路失足点 31
第四节   神州数码该实施怎么样的分销之路 32
第六章    结论和意义 39
参考文献 41
致   谢 43

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