国内主要品牌PC营销渠道创新研究
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摘要
随着计算机技术的高速发展，PC的销量也是与日俱增，人们对于PC需求也日益多样化，PC产品技术不断提高，市场竞争空前激烈。PC以往的传统渠道模式也已经开始慢慢瓦解。而我们现在所面临的阶段，正是这样一个瓦解的时代。在商用领域，PC的专业渠道依然保持着主要供货商和服务商的角色，但传统PC渠道也面临向功能化渠道的转变。在家用领域，PC渠道也正经历着人们观念的变化而导致销售渠道的变化，也同样给渠道经销商带来更多的思考和更多的竞争。PC销售渠道的变化，对PC厂商来说是新世纪里一个全新的挑战，PC制造商和PC经销商们需要重新思量和布局。
本文主要通过三大部分对国内主要品牌PC营销渠道基本状况进行了陈述和分析，并研究了PC销售渠道在新形势下的发展趋势，为国内主要品牌PC渠道创新提供了必要的建议。文章的第一部分主要是对中国目前的PC产业行业环境做了一个分析，从营销渠道的基本理论入手，结合我国PC市场实际环境特点，分析了我国PC市场竞争总体状况和市场特征。第二部分，对国内品牌PC行业渠道营销模式进行了分析。第三部分，分析了国内PC营销渠道发展趋势，PC厂商应注重渠道的扁平化发展，PC厂商应依据自身的实力和市场地位，采取适合自己的扁平化步骤；SI渠道成为渠道发展的重点；渠道控制权向中间商转移；传统的渠道功能演变为增值通道。最后对PC渠道创新建设提出了相应的策略。
After the application and development of PC, greater change on the concept of PC has come forth, while the previous traditional channel mode has started to be gradually collapsing. And the stage we are facing is what a collapsing era means. In the field of business application, the professional channel of PC remains the role of major supplier and facilitator, but traditional PC channel is facing the transit to functional channel, too. In household area, PC channel is also experiencing the change of marketing channel that is brought about by the change on people's mind. Meanwhile, more thoughts and more competitions are brought to channel dealers, too. The changes happened on PC marketing channel carry the meaning that a completely new challenge appears in the new century. Therefore, PC manufacturers and PC dealers need to consider again and lay an overall arrangement for it.
This dissertation is divided into three major parts and through which it makes a statement and analysis on the basic status of PC marketing channel in China. At the same time, it makes a study on the development trend of PC marketing channel under the new situation. All of these statement, analysis and study provide necessary suggestions on the transformation of PC marketing channel in China.
In the first part of the main body of this dissertation analyses the current status of PC marketing channel, the current status of PC market in domestic. In the second section, the dissertation analyses the traditional PC Channel in Domestic. In the third section, the dissertation analyses the trend of the PC Channel in Domestic, and then brings forwards some suggestions on how to innovate the PC Channel in Domestic.
本文主要通过三大部分对国内主要品牌PC营销渠道基本状况进行了陈述和分析，并研究了PC销售渠道在新形势下的发展趋势，为国内主要品牌PC渠道创新提供了必要的建议。文章的第一部分主要是对中国目前的PC产业行业环境做了一个分析，从营销渠道的基本理论入手，结合我国PC市场实际环境特点，分析了我国PC市场竞争总体状况和市场特征。第二部分，对国内品牌PC行业渠道营销模式进行了分析。第三部分，分析了国内PC营销渠道发展趋势，PC厂商应注重渠道的扁平化发展，PC厂商应依据自身的实力和市场地位，采取适合自己的扁平化步骤；SI渠道成为渠道发展的重点；渠道控制权向中间商转移；传统的渠道功能演变为增值通道。最后对PC渠道创新建设提出了相应的策略。
After the application and development of PC, greater change on the concept of PC has come forth, while the previous traditional channel mode has started to be gradually collapsing. And the stage we are facing is what a collapsing era means. In the field of business application, the professional channel of PC remains the role of major supplier and facilitator, but traditional PC channel is facing the transit to functional channel, too. In household area, PC channel is also experiencing the change of marketing channel that is brought about by the change on people's mind. Meanwhile, more thoughts and more competitions are brought to channel dealers, too. The changes happened on PC marketing channel carry the meaning that a completely new challenge appears in the new century. Therefore, PC manufacturers and PC dealers need to consider again and lay an overall arrangement for it.
This dissertation is divided into three major parts and through which it makes a statement and analysis on the basic status of PC marketing channel in China. At the same time, it makes a study on the development trend of PC marketing channel under the new situation. All of these statement, analysis and study provide necessary suggestions on the transformation of PC marketing channel in China.
In the first part of the main body of this dissertation analyses the current status of PC marketing channel, the current status of PC market in domestic. In the second section, the dissertation analyses the traditional PC Channel in Domestic. In the third section, the dissertation analyses the trend of the PC Channel in Domestic, and then brings forwards some suggestions on how to innovate the PC Channel in Domestic.
引文
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2．庄贵军．《权力、冲突与合作：西方的渠道行为理论》．2000，4．135
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5．丁文辉、常兴斌．“中国PC三巨头分销渠道之比较”．《销售与市场》．1999年第10期
6．张锐．“洗牌—国内IT渠道问题分析”．《计算机世界》．2003，5
7．张平淡、穆蕊．“家用品牌电脑的营销困境与出路”．《广告导报》．2005年第10期
8．吴寿沂．“营销渠道建设”．中华营销网．2003，3
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14．宋玲．电子商务—21世纪的机遇和挑战北京：工业出版社，1999．4 15
15．周树彬．决胜销售渠道．广州：海天出版社，2000．3．64
16．菲利普科特勒．梅汝和等译．营销管理．上海．上海人民出版社．1996，7．320
17．张继焦、帅建淮等．分销链管理．北京．中国物价出版社．2002，5．55～57
18．安妮·T·科兰等．蒋青云等译．营销渠道．北京．电子工业出版社．2003，4．70
19．伯特·罗森布罗姆．李乃和译．营销渠道管理．北京．机械工业出版社．2003，1．48
20．李飞．分销渠道设计与管理．北京．清华大学出版社．2003，1．76
21．森尼尔·乔普瑞等．李丽萍等．供应链管理．北京：社会科学文献出版社．2003，6．162
2．庄贵军．《权力、冲突与合作：西方的渠道行为理论》．2000，4．135
3．金焕民．“对分销渠道进行增值管理的途径”．中国营销传播网．2000，12
4．莫言．“营造‘大联想’模式”．《中国计算机用户》．第338期．1998，10．12
5．丁文辉、常兴斌．“中国PC三巨头分销渠道之比较”．《销售与市场》．1999年第10期
6．张锐．“洗牌—国内IT渠道问题分析”．《计算机世界》．2003，5
7．张平淡、穆蕊．“家用品牌电脑的营销困境与出路”．《广告导报》．2005年第10期
8．吴寿沂．“营销渠道建设”．中华营销网．2003，3
9．张继焦、葛存山、帅建淮．《分销链管理—分销渠道的设计、控制和管理创新》．北京．中国物价出版社．2002，5．320
10．知识经济出版社、智慧工作室．《渠道为王》．成都．四川科学技术出版社．2003，1．256
11．付路阳、王永新、王明国．《关系营销》．北京．企业管理出版社．1996，1．253
12．迈克尔．J．贝克．李恒主译．市场营销百科．沈阳：辽宁教育出版社，1998，100
13．郭国庆等．市场营销理论(学说史篇)．北京：中国人民大学出版社，1999，6．17
14．宋玲．电子商务—21世纪的机遇和挑战北京：工业出版社，1999．4 15
15．周树彬．决胜销售渠道．广州：海天出版社，2000．3．64
16．菲利普科特勒．梅汝和等译．营销管理．上海．上海人民出版社．1996，7．320
17．张继焦、帅建淮等．分销链管理．北京．中国物价出版社．2002，5．55～57
18．安妮·T·科兰等．蒋青云等译．营销渠道．北京．电子工业出版社．2003，4．70
19．伯特·罗森布罗姆．李乃和译．营销渠道管理．北京．机械工业出版社．2003，1．48
20．李飞．分销渠道设计与管理．北京．清华大学出版社．2003，1．76
21．森尼尔·乔普瑞等．李丽萍等．供应链管理．北京：社会科学文献出版社．2003，6．162