北京宽洋科技有限公司营销渠道研究.pdfVIP

北京理工大学工商管理硕士论文 摘 要 分销是市场营销活动重要的组成部分，IT 行业快速的发展离不开分销的广泛 应用。IT 产品的特殊性决定了其营销渠道的特点，而如何根据自己产品的细分市 场特点进行渠道模式分析和选择以及渠道建设和管理，广大的中小 IT 企业都在探 索适合自己的营销渠道。 本文在对营销渠道理论系统的分析基础上，首先分析了 IT 行业产品的需求特 点和分销渠道状况，IT 产品本身的特点决定了其需求特点，根据消费者的需求才 能选择满足需求的销售渠道，另外分析了 IT 行业的分销现状。然后以北京宽洋公 司为例，对宽洋公司自成立以来的发展过程和营销渠道进行分析，最后得出宽洋 公司在营销渠道管理上的一些启示：首先，重视营销渠道差异化的存在并利用其 优势；其次，选择多元化营销渠道以适应产品和市场的快速变化；第三，分析产 品所处的产品生命周期来调整营销渠道，进行渠道选择或者渠道再造。 关键词：营销渠道 渠道模式 渠道管理 3 北京理工大学工商管理硕士论文 Abstract Information Technology changes our life now. New IT products make our life more comfortable. Channel marketing is one important part of marketing, especially in IT field. Most of companies sell products through sales channel, not by directly sales. The characters of IT products usually have effects on the selection of sales channel. This is what most companies care about. They want to get more information about the channel development and management. Every company is looking for and building the sales channel that they can benefit from it. Based the system introduction of channel marketing, first we give the analysis of IT products and the situation of marketing of IT field. The selection of sales channel is base the need characters of customer. We have to build the fit sales channel for special products or use current sales channel as possible. Finally we do the analysis of Beijing Pan-Ocean’ sales channel, and get the conclusion. One is the differentiation strategy, which is different products select different sales channels, different sales person builds different sales channels, we should acknowledge the