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论文编号：	2170
作者编号：	2220070740
上传时间：	2010/1/19 11:07:46
中文题目：	天津ＫＰ计算机公司渠道营销研究
英文题目：	天津ＫＰ计算机公司渠道营销研究
指导老师：	马连福
中文关键字：	KP计算机公司 营销渠道管理 渠道绩效评价 IT行业
英文关键字：	KP Computer Co．Ltd management of marketing and sales channels channel performance review Information Technology
中文摘要：	渠道营销管理是一种长期的、复杂的人际关系的管理，是竞争对手很难在短期内学会的核心竞争力。对渠道营销理论的全面、深刻、系统、科学研究与应用有重大的意义。而 KP计算机公司渠道营销问题比较突出，还处于初级阶段，解决起来很有代表性。本论文将结合 KP计算机公司的实例分析了计算机产品和服务渠道营销的功能特点，并对本企业的渠道业务进行了评估，提出了该公司分销渠道管理经销商的改进方案。 论文围绕以上内容，主要从下面几个方面进行了论述: 首先阐述了本论文研究渠道营销选题的背景及研究意义、研究的基本方法和具体思路、以及与本论文有相关的渠道营销理论的综述。 第二对国内外计算机产业竞争状况进行研究。就计算机的发展历史，国内计算机企业特点，发展状况，竞争状况，渠道体系进行分析研究。 然后对KP计算机公司渠道营销管理的现状。包括公司发展的简介，公司各部门的组织结构，渠道的结构、经销商、渠道管理的现状分析。 针对对KP计算机公司的渠道营销进行了绩效评价，选择评价的参数，主要是对渠道营销的运行状态、服务反馈和渠道冲突等的评价。 最后在实际理论的基础上，对 KP计算机公司现在渠道营销进行探讨、分析和创新设计，对 KP计算机公司提出渠道营销战略、设计原则和改进方案。在新方案实施以后，不断有新的渠道产生，渠道成员主动性明显的提高，并与经销商渠道建立起和谐的双赢关系。最终客户满意度、商品信誉、渠道品牌知名度都有提高，多项排名都有明显的提升，公司经济效益综合指标明显的改进。
英文摘要：	Management of Marketing and Sales Channels deals with long-term and sophisticated interpersonal relationship on the part of a certain company, whose business rivals are not likely to acquire the channels within a short period of time. It is of great significance to conduct research and application in the theory of marketing and sales channels in an all-around, in-depth, systematic and scientific way. KP Computer Company has major problems in this regard. The resolution of the problems makes a typical and representative example. Taking KP for example, this paper makes an attempt to analyze the functions and features of the marketing and sales channels of computer-related products and service, review KP’s channel operations and propose an improvement plan for the KP’s distributors of distribution channels management. Centered on the above-mentioned contents, this paper discusses the following issues: Literature review: background, significance, basic methodology and logic as well as other relevant theory on marketing and sales channels Research is done regarding the competition in computer industry in China and overseas. The research is done by analyzing the history of computer, features of Chinese computer enterprises, current development, and competition. An analysis is done to KP’s marketing and sales channels at present including a brief introduction of KP, its organization and structure, the structure of the channels, distributors and the current channels management. A performance review is made to KP’s marketing and sales channels. The review mainly focuses on the operation, service feedback and channel conflicts etc. On the basis of the theory, this paper discusses and analyzes and creatively designs KP’s marketing and sales channels. In the wake of implementing the new scheme including marketing and sales strategies, design principle and improvement plan, KP has shown evident improvement in aggregative indicator of economic benefit: members of the channels are more motivated to establish a win-win relationship with distributors; the customer satisfaction index, commodity reputation, and brand name awareness of the channels have been enhanced.
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