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论文编号：	6149
作者编号：	2120112714
上传时间：	2014/6/3 20:51:08
中文题目：	佳能喷墨打印机中国市场营销渠道研究
英文题目：	Research on Chinese Marketing Channel of Canon Ink Jet Printer
指导老师：	任星耀
中文关键字：	佳能;喷墨打印机市场;营销渠道
英文关键字：	Canon inkjet;channel management;marketing channel
中文摘要：	中国经济的飞速发展促进了打印机行业发展的提速，在电脑、智能手机等电子终端快速普及情况下，人们的工作、生活方式也在不断改变，因此催化了打印机应用。自2003年，打印机的年销量以每年30%以上的速度增长着，在2006年甚至到了60%，如此惊人的发展速度吸引了全球的电子大鳄。惠普、佳能、爱普生、三星、兄弟以及国内的一些企业纷纷争夺这块巨大的蛋糕，企业间的竞争异常激烈。创业于1937年，在全球打印机厂商中位列前位的佳能公司是最早进入中国的外资打印机企业之一，于20世纪70年代末加入中国市场的洪流中。虽然打印机市场竞争愈演愈烈，但佳能公司仍然可以持续保持着高速的增长，且市场份额跃居第一位。佳能在中国的成功，得益于其与众不同的营销渠道建设和管理。本文在理论回顾部分论述了营销渠道的定义、渠道的结构、关系以及渠道的功能，之后回顾了营销渠道管理的相关理论研究。包括营销管理的内涵、营销渠道管理的四大职能：营销渠道设计、营销渠道组织、营销渠道领导（激励）和营销渠道控制的相关研究。其次，从渠道类型、市场环境、竞争对手、消费者特点多个角度对中国喷墨打印机市场的环境及现状进行了分析，并结合国内近年来环境变化及发达国家成熟市场的状况，对未来市场的发展进行了预测。最后，以佳能喷墨打印机在中国地区的渠道设计与实施为例，详细阐述了佳能在华发展之初，渠道的设计原则及目标，并依此设计的成功的渠道结构与渠道策略。方案的实施更是成功的重中之重，因此本文主要研究了佳能公司在实施阶段的成员管理、渠道控制、渠道激励、冲突管理及渠道评估六个方面的内容。通过对佳能喷墨打印机营销渠道发展剖析，提炼出佳能营销渠道成功有效的管理方法，希望能对行业相关人员有所借鉴。
英文摘要：	The rapid development of China's economy promotes the printer industry. Now with the popularization of computers, smart phones and other electronic products, people's work and lifestyle are constantly changing, which enlarges the use of printer more and more. Since 2003, the printer market rising at an annual rate of more than 30%, even to 60% in 2006, such an astonishing development rate has attracted the world's biggest electronics companies such as HP, Canon, Epson, Samsung, Brother, and some domestic companies. These companies are vying for the big cake, and the competition is increasingly fierce. Canon, founded in 1937, one of the most advanced manufacturers of printer industry, entered Chinese printer market in the late 1970s as one of the first batch of foreign investment enterprises. Although the printer market competition intensified, Canon still continues to keep the high-speed growth, and market share becomes the first place. Canon's success in China depends on its unique marketing channel design and management. At the literature review part, the author describes the definition of marketing channel, channel structure, relations and functions of channels, reviews the relevant theories of marketing channel management, including the connotation of marketing management, the four functions of marketing channels management which are marketing channel design, marketing organization, marketing channel incentives, and marketing channel control. This paper analyzes the channel types, market environments, competitions, and consumers’ features of the China printer market in details, describes the changing and developing of China printer market in recent years. In the basis of summarizing the marketing channel theoretical and China printer market status, it makes a comprehensive analysis of the Canon successful marketing channel strategy in China printer market. The main research focuses on channel members management, channel control, channel stimulation, conflict management and channel evaluation during the implementation process. By analyzing the development of Canon channel, summarize the advanced and effectively management method of Canon marketing channel, it would be useful for China related enterprises.
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