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| 论文编号： | 8776 | |
| 作者编号： | 2120132576 | |
| 上传时间： | 2016/12/8 14:00:12 | |
| 中文题目： | 康普公司结构化综合布线市场的营销渠道研究 | |
| 英文题目： | Research on Marketing Channel of Commscope in the Structure Cabling Market | |
| 指导老师： | 任星耀 | |
| 中文关键字： | 康普;结构化综合布线市场;营销渠道 | |
| 英文关键字： | Commscope;structured integrated cabling market;marketing channels | |
| 中文摘要： | 随着中国经济进入平稳发展阶段，中国基础设施、房地产和IT投资继续保持快速增长。作为现代建筑的信息传输通道，楼宇和数据中心市场的稳定增长为综合布线市场在未来一段时期的稳定增长提供了坚实的基础。 有大约40个国内外品牌在中国结构化综合布线市场中参与竞争。2015年康普公司完成了对TE企业网络部的收购，占领了中国综合布线市场份额的24%，成为中国综合布线市场中市场占有率第一的企业。与此同时德特威勒、施耐德、西蒙等国际品牌和一舟、普天、TCL等国产品牌在中国综合布线市场中凭借各自的品牌影响力和技术实力占据大约30%的市场份额。随着生产技术的发展，常规铜缆和光缆的生产工艺日趋成熟。在这些品牌的竞争中，产品的同质化严重。如何能通过设计、管理营销渠道在竞争中保持自己的优势，成为每个厂商都必须认真思考的问题。 本文对渠道的定义、渠道的功能、渠道的职能进行了简要的阐述。从整体环境、市场规模、竞争分析、渠道类型与模式等多方面对我国结构化综合布线市场的环境进行了分析。结合市场发展趋势对我国结构化综合布线市场营销渠道的发展方向进行了分析。 作为我国结构化综合布线产品市场的行业领导者，康普公司在我国结构化综合布线产品市场保持着稳定的增长速度。在竞争日益激烈的市场环境下，康普公司无论在局域网市场还是在数据中心市场都保持着市场占有率第一的成绩。康普公司成绩的取得，跟其营销渠道策略的成功密不可分。本文以康普作为案例，分析该公司在渠道设计、成员管理、渠道控制、渠道激励以及冲突管理方面的内容。通过对康普营销渠道的分析，总结了康普营销渠道先进有效的管理方法，希望能对行业相关人员有所借鉴。 关键词：康普；结构化综合布线市场；营销渠道 | |
| 英文摘要： | China has entered a stage of stable economic development, and infrastructure, real estate and IT investment has been growing rapidly. The stable growth of building and data center market, which is counted as information exchange tunnel of modern architecture, paves a solid way for a steady development in integrated cabling market in the next period of time. Currently there are 40 brands from domestic and abroad competing in integrate in structure cabling market in China. In 2015, Commscope merged network department of TE enterprise, making up 24% of the market share and becoming the bellwether of integrated cabling market in China. Meanwhile international brands such as Detwiller, Schneider, and Simon, and local brands, including Ningbo ship, Putian, and TCL account for 30% of the market share by virtue of their own brand influence and technology. With the development of technology, the producing craftsmanship of copper cable and optical fiber cable has been mature, which leads to severe product homogenization among those brands. How to keep their own advantage through product design and market channel management has become a question which every manufacturer should think about. This essay introduces the definition, function, and role of channel and analyses domestic environment of structured integrated cabling from perspectives like general environment, market scale, competition analysis, channel types and patterns. It also analyses the direction of market channel of structured integrated cabling based on market trend. As the leader of domestic integrated cabling industry, Commscope has maintained a steady growth. Under fierce competition, Commscope ranks first in terms of market penetration in both LAN market and data center market, which is closely related to its market channel strategy. This essay analyses channel design, staff management, channel control, channel motivation as well as conflict management through Commscope’s cases and summarizes advanced and effective management methods for practitioners to learn from. Key words: Commscope; structured integrated cabling market; marketing channels | |
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