S公司营销渠道建设分析-农村与区域发展专业论文.docxVIP

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 strategy to match S company current situation and long term strategy. The research could be good reference for international software companies’ business development explore in China market on the fields of building service oriented marketing channel and improving customer satisfaction with value added competency and unique value. KEY WORDS: channel management, software marketing, value added service 目录 第一章 绪论 1 1.1 研究意义 1 1.1.1 适应国际市场和国家宏观政策调控的发展 1 1.1.2 应对行业发展和企业竞争的需求 1 1.1.3 建立企业的独特竞争优势 2 1.2 论文研