联系我们

论文查询结果	返回搜索

论文编号：	5682
作者编号：	2220110833
上传时间：	2013/11/29 19:19:05
中文题目：	PC企业的渠道发展策略
英文题目：	Channel development strategy of PC company
指导老师：	张永强
中文关键字：	PC行业、渠道发展策略、分销渠道、渠道管理
英文关键字：	The PC industry, channel development strategy, distribution channel, channel management
中文摘要：	摘 要 在现代社会中，市场竞争日益激烈，PC企业为了能在市场竞争中占据一席之地，不断地强化自己的产品优势，设计并宣传产品卖点。企业这种强化自己产品卖点的“卖点产品”的竞争行为是企业营销的一大利器。因此，为了能够更好地将自己的产品以最快捷便利的方式送到可以让消费者直接、方便接触到的地点，企业就必须策划、选择最合适的分销渠道，使分销渠道与产品的“卖点”相适应。 市场分销渠道是PC行业制造商把自己生产出的产品销售给消费者或最终用户的中间环节。企业要想满足目标市场中众多的消费考并占领更多的消费群体中的子市场，除了自己生产大量的产品外，还必须通过有效的销售环节把产品送到最方便消费者购买的地方。因此，分销渠道的基本职能就在于有效连接企业与消费者，帮助消费考能够及时、方便地购买到其所需要的企业的产品。 在近十年中，PC行业面对市场环境的不断变化以及经营方式的转型，传统的分销渠道模式和管理方法逐渐不能适应新的市场要求，出现了某些方面的劣势，如效率不高、可控性差等问题。虽然一些企业根据市场的发展对其产品分销渠道加以调整，但分销渠道现状与分销效率、成本优势之间的差异并没有从根本上得以改变。因此，在新世纪的市场发展中，分销渠道的改进仍是每个企业都不能忽视的问题。 关键词：PC行业、渠道发展策略、分销渠道、渠道管理
英文摘要：	Abstract In modern society, the market competition is becoming increasingly fierce, PC enterprises in order to market competition to occupy a space for one person, constantly strengthen the advantages of their products, design and advertising products. The enterprise that strengthen their products "selling points " competition is a great tool of enterprise marketing. Therefore, in order to better their products in the most efficient and convenient way to can let consumer direct, convenient access to the site, the enterprise must plan, choose the most suitable distribution channel, the distribution channels and product of "selling " to adapt to. Marketing channels is the PC industry manufacturers to put their production to products sold to consumers or end user of the intermediate links. The enterprise wants to meet the target market in many consumer test and occupying more consumer groups in the market, in addition to its own production of a large number of products, but also must pass effective sales links to products to the most convenient consumer purchase. Therefore, the basic function of distribution channel is effectively connected enterprises and consumers, to help the consumer test can timely, convenient to buy into the needs of the enterprise product. In the past ten years, the PC industry in the face of the ever-changing market environment and operating mode of transformation, the traditional mode of distribution channels and management methods can not adapt to new market requirements, has some disadvantages, such as low efficiency, poor controllability problems. Although some enterprises according to market development on the product distribution channels to be adjusted, but the present distribution channel and distribution efficiency, cost advantage of differences between did not fundamentally change. Therefore, in the new century development of the market, distribution channel improvement is every enterprise is a problem not to be ignored. Key words:The PC industry, channel development strategy, distribution channel, channel management
查看全文：	预览  下载(下载需要进行登录)