S公司营销渠道建设研究-工商管理专业论文.docxVIP

S 公司营销渠道建设研究 要 近年来随着国内制造业的高速发展和国家对于自主创新的大力 提倡，三维计算机辅助设计(三维 CAD)软件厂商也迎来了前所未有 的发展机遇，如何打造具有核心竞争力的营销渠道就成为摆在包括 S 公司在内的所有三维设计软件厂商面前的重要研究课题。 本文以 S 公司在中国市场的软件营销渠道重建工作为研究对象， 研究了在不断变化的市场和竞争环境下，S 公司如何有效利用自身企 业和产品的特点，分析现有营销渠道中存在的问题，制定符合厂商、 渠道合作伙伴和客户共同利益需求的服务型软件渠道建设的实践探 索过程。 本文经过多角度的深入分析，制定出具有针对性的服务型渠道建 设策略、原则和目标，在渠道结构的调整，渠道管理体系和渠道支持 体系的构建以及对渠道成员内部管理流程等方面入手，建设具备独特 核心竞争力的营销渠道，并以实际的市场数据和反馈信息验证了建设 服务型营销渠道是适合 S 公司现状和目标的正确发展策略。 本课题的研究从实际案例出发，对于国外软件企业在开拓中国市 场的过程中，回避红海竞争、打造渠道核心竞争力、提升客户满意度 和忠诚度等方面具有一定的借鉴意义。 关键词：渠道管理，软件营销，增值服务 THE RESEARCH OF S COM PANY MARKETING CHANNEL ES TA BLISHMENT ABSTRACT In the recent years, great market opportunities appeared to all 3 dimension computer aid design (3D CAD) software companies along with the significant development of China manufactory industry and trend of national policy regarding self innovation behavior, , meanwhile, all the 3D software participators are facing the critical challenge that how to establish the competitive marketing channel with unique value and competency. This thesis studied the marketing channel reestablishment procedure of S company as research object, carried out the research on S company procedure and achievement of design and establishment of new service oriented marketing channel, to satisfy the common interesting of S company, channel distributors and customers. The thesis deeply studied and analyzed the dynamic market situation, status of S company and the problems in the current marketing channel, base on the study, the thesis expounded the establishment strategy, channel design principle and expected target of the new service oriented channel. Furthermore, explained the execution actions, include of marketing channel structure adjustment, channel management system establishment, channel support system establishment and operation flow reorganization of channel distributors. As a result, the thesis raised market achievement data to prove the conclusion that service oriented channel is the proper s