吴日忠（论文）终稿.doc

长春理工大学本科毕业论文 PAGE 11 编号 本科生毕业论文 我国IT企业分销渠道探析 The Analysis of The IT Enterprise Distribution Channels in Our C 学 生 姓 名 吴日忠 专 业 市场营销 学 号 指 导 教 师 张淑杰 学 院 经济管理 2011年 ６月 长春理工大学毕业论文 PAGE \* MERGEFORMAT 18 长春理工大学毕业论文 Ⅰ 摘要 激烈的市场竞争、多变的市场需求，使IT企业分销渠道发生了剧烈的变化。传统的线性为主、层次分明的主流渠道模式已逐渐被以客户为中心的渠道模式所代替，整个渠道价值链正向服务和增值型的方向迅速转型。本文以市场营销学基本理论为基础，从我国IT企业的分销渠道模式、结构、存在的问题、发展趋势等方面对目前国内外有关IT企业分销渠道方面进行了论述，力求帮助企业在进行渠道管理时提供决策依据，规范渠道成员的市场行为，加强企业渠道的凝聚力和竞争力，提高企业渠道的整体运作效率和效益，实现企业和渠道成员的双赢。 关键词：IT企业 分销渠道 渠道管理 Ⅱ Abstract Fierce market competition, changing market demand, distribution channels so that IT companies drastic changes have taken place. Traditional linear-based, structured channel model has been increasingly mainstream customer as the center channel mode is replaced, the entire value chain channels, service and value-added positive direction of rapid transformation. In this paper, the basic theory of marketing based IT companies from our distribution channel model, structure, problems, trends and other aspects of the current domestic and foreign IT enterprises distribution channels are discussed, and strive to help enterprises in Provide basis for decision making channel management, channel members regulate market behavior, strengthen the cohesion and competitiveness of the channel, and improving overall operational efficiency and channel efficiency to achieve a win-win business and channel members. Keywords: IT enterprise；Distribution channels；Management of channel Ⅲ 目录 TOC \o 1-3 \h HYPERLINK \l _Toc18272 摘要 Ⅰ HYPERLINK \l _Toc30249 Abstract Ⅱ 目录 III HYPERLINK \l _Toc12108 引言 PAGEREF _Toc12108 1 HYPERLINK \l _Toc26991 第1章 企业分销渠道概述 PAGEREF _Toc26991 2 HYPERLINK \l _Toc30884 1.1 企业分销渠道的概念与特征 PAGEREF _Toc30884 2 HYPERLINK \l _Toc3287 1.2企业分销渠道的功能 PAGEREF _Toc3287 2 HYPERLINK \l _Toc23221 1.3企业分销渠道的流程 PAGEREF _Toc23221 3 HYPERLINK \l _Toc8680 1.4企业分销渠道的基本结构 PAGEREF _Toc8680 5 H