在高新技术产业与渠道合作伙伴的五种方式.pdfVIP

Five Ways to Engage Channel Partners in the High-Tech Industry Introduction The Role of Channel Partners Many high-tech companies, including the biggest players in the industry, use channel “partners” to reach a portion of their customers. The experience of many high- tech companies over the past few years demonstrates that indirect sales help open doors to new business opportunities faster, at a lower cost, and with lower risk. For high-tech companies, channel partners assist in marketing and selling their technologies, services, and solutions in markets locally and across the globe. Channel partners can be retailers, distributors, vendors, consultants, value-added resellers (VARs) or systems integrators (SIs). Channel partners can provide a fast and effective way to penetrate new markets and expand existing customer relationships, allowing high-tech companies to focus on other strategic imperatives and core competencies. Channel partners bring established local-level networks and are closer to customers, and many hardware and software companies are finding that their channel partners influence a significant percentage of their business growth. Channel partners are already a vital part of the high-tech industry including enterprise, consumer, and semi-conductor. 1 Changes in the Channel Investing in and collaborating with channel partners is a high priority for high-tech companies. In a survey of 14 large technology companies (revenues of at least $1B), research found that revisiting their channel strategy was one of the top three in