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论文编号：	2124
作者编号：	2120072347
上传时间：	2009/12/4 9:04:57
中文题目：	联想家用电脑的分销渠道管理研究
英文题目：	The research of distribution c
指导老师：	张永强
中文关键字：	联想集团；家用电脑；渠道管理
英文关键字：	Lenovo Group Limited；Home PC
中文摘要：	自从进入到21世纪以来，我国家用PC电脑市场发生了非常深刻和剧烈的变化。随着国内家用电脑市场开放程度的进一步的日益提高，众多国外电脑PC品牌涌入国内，造成了产业环境纷繁复杂。同时，我国自主的电脑品牌也呈现出蓬勃发展的态势，众多品牌群雄逐鹿，家用电脑市场形成一片红海。 市场竞争日趋增强的对抗性和激烈性要求家用电脑生产企业的分销渠道管理能力必须更加深入细致，而分销渠道作为最重要的企业资源之一，其突显出的冲突性和不稳定性对家用电脑生产企业的经营效率和经济效益、市场竞争力和经营安全带来了一系列不可控的风险因素。因此，对分销渠道的管理和整合创新程度就成为决定家用电脑生产企业核心竞争力强弱的重要指标。 本文在参考大量国内外相关理论和研究成果，以我国家用电脑企业为主要研究对象，对其分销渠道管理进行研究，特别是对联想这个国内一线家用电脑品牌进行了较为深入的分析。 全文共分为五章。第一章是绪论，主要阐述论文的研究背景，研究目的和定义、研究内容和方法。第二章，对相关理论与文献进行了回顾和综述，构建本研究框架所需要的理论基础。第三章对联想家用电脑市场状况进行分析，并提出了分销渠道存在的问题。第四章是本文重点，从实际出发，对联想电脑在分销过程中存在的重要问题提出了解决路径和方法。第五章为本文结论部分，对于本论文的研究结论做了总结。 本文的创新点在于对家用电脑行业市场现状进行分析的基础上，回顾了联想家用电脑的发展历程，并总结和归纳出了分销渠道管理上存在的弊端和有待解决的一些问题。本文作为一项应用研究，有重点地针对分销商的选择和管理、渠道冲突和分销渠道激励这三个问题提出了建设性的的具体策略和实现路径。最后，对分销渠道建设又提出了新的要求。本文希望对我国家用电脑生产企业的分销渠道管理问题具有现实的指导意义。
英文摘要：	In the 21st century, China's home computer market has very profound and dramatic changes. With the further increasing openness of domestic home computer market, a large number of foreign brands flooding into the domestic market, resulting in complicated industrial environment. At the same time, China's own PC brands have also shown a booming trend; many brands compete with each other intensely and present a violent Red Sea market. The market competition is becoming increasingly confrontational and violent, which requires the management capabilities of home PC manufacturer’s distribution channel must be more intensive and careful. While the distribution channels as the most important enterprise resources, the conflict and instability displayed by which brings a series of non-controllable risk factors for the operating efficiency, cost-effectiveness, market competitiveness and operational security of home PC manufacturer. Therefore, the degree of management, integration and innovation for the distribution channels has become an important index to determine home PC manufacturers’ core competitiveness. This paper makes research on the distribution channel management, especially makes in-depth analysis on Lenovo, a domestic front-line home PC brand, by taking a number of related domestic and abroad theory and research achievement as reference, and taking our domestic home computer enterprise as major research object. This paper involves 5 chapters: The first chapter, as an introduction, has outlined the backgrounds, purpose, methods, definitions and content of the research. In the second chapter, some relative theories and findings have been reviewed and summarized to build the theoretical basis of this paper. In the following chapters(chp3-4)， the main body of the paper, key problems of Lenovo’s home computer markets have been analyzed and consequently some solutions and methods have been suggested to fix these critical problems. The last chapter is the conclusion of the research. The innovation of this paper lies in: based on the analysis of the current home PC market, it reviewed the development course of Lenovo home computer, and concluded the drawbacks and some of the issues to be resolved. This paper, as an applied research, focus on the distributor selection and management, channel conflict and distribution channels. At last, it brings forward new requirements again for distribution channel. This paper wishes to have practical significance on our domestic home computer manufacturer's distribution channel management.
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