渠道建设在笔记本电脑营销中的重要性
摘要
2001年8月，郑州通信设备有限公司网络分公司开始同北京双龙全线科技有限公司方面进行了广泛的交流，了解了全线公司的产品性能及营销策略。经过一年多的运作，[ALLINE全线]笔记本电脑的营销渠道分蹦离析。
1．宣传策略
选择专业IT类报刊和硬件网站进行广告宣传。
2．营销渠道模式
根据公司实际情况，在河南这个区域市场应当采取垂直营销系统，即全省总代理制、各地市一级代理制、各地市分销商的组合策略建设营销渠道。
3．重视销售终端
到IT卖场看过的人都知道，那里每个销售商的柜台和货架上都堆满了各种品牌、功能相近的同类产品，一种产品如果没有特殊摆放或没有放在突出位置的话，很难在一堆同类产品中引起消费者的注意。
4．诚信问题
办企业就是要赚钱，追求利润最大化是企业的一个核心目标，这是应该肯定的。但是要处理好企业的利润最大化和信誉最大化的关系。
5．人力资源方面
要形成名牌必须要充分利用多种资源。
6．管理队伍的稳定性
一个企业还应该将人员的流动性和企业的稳定性结合起来。双龙全线科技有限公司的流动性是很大的。
7．结束语
一个企业要成功，只能是有所为，有所不为。所以我们的结论是：只有疲软的企业，没有疲软的市场。
北京双龙全线科技有限公司先期的市场调查和运营计划应该是准确的，但最后却陷入了尴尬境地，回想双龙全线科技有限公司的失利，资金不足固然是主要因素，但说到根本上，品牌建设的首要任务就是---营销渠道管理!
In August of 2001, Zhengzhou communication equipment Ltd. starts with Beijing Alline science and technology limited company aspect proceed extensive communication, first step know all fronts corporate product performance and marketing tactic. Course in one year is many operation, [ Alline] Notebook's marketing ditch is lost.
1. Car card
Choice profession IT kind of newspapers and hardware website proceeds advertisement propaganda.
2. Marketing ditch mode
According to company actuality, this area market should adopt plumb market system at Henan, that is entire province general agent style.
3. Recognition sale terminal
To IT sells look person all know, there each vendor' s buffet and carrier on all piles up with all sorts of brand, function is close same kind product, one kind of product if have no special place or do not put protruding positional word, very difficult at one stack of same kind product in causes consumer' s attention.
4. Good faith problem
Do enterprise want to earn money, seek gain maximizes be industrial one core aim, this should sure . But want to dispose good industrial gain maximize and reputation maximize relation.
5. Manpower resource
Want to form famous brand must want plenarily take advantage of many kinds
sources
6. Administration team's stability
An enterprise still should combine personnel's liquidity and industrial stability rise. Beijing Alline science and technology limited company's liquidity is very big. 7. concluding remark
An enterprise want success, can only be gain achievement, refrain from some things. So our conclusion is : nothing but fatigued and weak enterprise, have no weak market.
Beijing Alline science and technology limited company first market research and operation plan should be right, but final falls into awkward condition, recollect Beijing Alline science and technology limited company' s fail, capital scarcity though is factor chief, but say go totally, brand construct's chief task is - marketing ditch administration!
1．宣传策略
选择专业IT类报刊和硬件网站进行广告宣传。
2．营销渠道模式
根据公司实际情况，在河南这个区域市场应当采取垂直营销系统，即全省总代理制、各地市一级代理制、各地市分销商的组合策略建设营销渠道。
3．重视销售终端
到IT卖场看过的人都知道，那里每个销售商的柜台和货架上都堆满了各种品牌、功能相近的同类产品，一种产品如果没有特殊摆放或没有放在突出位置的话，很难在一堆同类产品中引起消费者的注意。
4．诚信问题
办企业就是要赚钱，追求利润最大化是企业的一个核心目标，这是应该肯定的。但是要处理好企业的利润最大化和信誉最大化的关系。
5．人力资源方面
要形成名牌必须要充分利用多种资源。
6．管理队伍的稳定性
一个企业还应该将人员的流动性和企业的稳定性结合起来。双龙全线科技有限公司的流动性是很大的。
7．结束语
一个企业要成功，只能是有所为，有所不为。所以我们的结论是：只有疲软的企业，没有疲软的市场。
北京双龙全线科技有限公司先期的市场调查和运营计划应该是准确的，但最后却陷入了尴尬境地，回想双龙全线科技有限公司的失利，资金不足固然是主要因素，但说到根本上，品牌建设的首要任务就是---营销渠道管理!
In August of 2001, Zhengzhou communication equipment Ltd. starts with Beijing Alline science and technology limited company aspect proceed extensive communication, first step know all fronts corporate product performance and marketing tactic. Course in one year is many operation, [ Alline] Notebook's marketing ditch is lost.
1. Car card
Choice profession IT kind of newspapers and hardware website proceeds advertisement propaganda.
2. Marketing ditch mode
According to company actuality, this area market should adopt plumb market system at Henan, that is entire province general agent style.
3. Recognition sale terminal
To IT sells look person all know, there each vendor' s buffet and carrier on all piles up with all sorts of brand, function is close same kind product, one kind of product if have no special place or do not put protruding positional word, very difficult at one stack of same kind product in causes consumer' s attention.
4. Good faith problem
Do enterprise want to earn money, seek gain maximizes be industrial one core aim, this should sure . But want to dispose good industrial gain maximize and reputation maximize relation.
5. Manpower resource
Want to form famous brand must want plenarily take advantage of many kinds
sources
6. Administration team's stability
An enterprise still should combine personnel's liquidity and industrial stability rise. Beijing Alline science and technology limited company's liquidity is very big. 7. concluding remark
An enterprise want success, can only be gain achievement, refrain from some things. So our conclusion is : nothing but fatigued and weak enterprise, have no weak market.
Beijing Alline science and technology limited company first market research and operation plan should be right, but final falls into awkward condition, recollect Beijing Alline science and technology limited company' s fail, capital scarcity though is factor chief, but say go totally, brand construct's chief task is - marketing ditch administration!
引文
[1]、[美]．菲利普．科特勒、洪瑞云、梁绍明、陈振忠．市场营销管理．北京：中国人民大学出版社．2000
[2]、[美]．瓦拉瑞尔．A．泽丝曼尔、玛丽．乔．比特纳．服务营销．北京：机械工业出版社．2001．9
[3]、[美]．詹姆斯．R．麦圭根、R．查尔斯．莫耶．管理经济学．北京：机械工业出版社．2000
[4]、[美]．普赖斯．R．沃伊尔斯．商务英语精要．北京：机械工业出版社．1998．10
[5]、[美]．迈克尔．E．哈特斯利、林达．迈克詹妮特．管理沟通原理与实践．北京：机械工业出版社．1999
[6]、[美]．加里．德斯勒．人力资源管理．北京：中国人民大学出版社．1999
[7]、[美]．迈克尔．A．希特、R．杜安．爱尔兰．战略管理竞争与全球化．北京：机械工业出版社．2002．7
[8]、徐建培．中国总裁经营理念通鉴．新疆．新疆人民出版社．2000．9
[9]、罗平．营销渠道概述．北京．电脑商情报 2004．4
[10]、尚阳．2003年中国快速消费品渠道变革．成都．中国健康产品文库 2004．4．
[11]、加拿大统计局[调查技能]项目组．调查技能教程．北京：中国统计出版社 2002．3
[12]、王大东．管理比产品更重要．中国经营报．2000．2．15总第1240期
[13]、CCID(赛迪顾问)文献CCID 2002．02
[14]、Miles cook and Nicholas Greenspan(2003)why companies fail the supply chain basics In: European Business journal volume 15 Issue 2 (2003).
[15]、Paul Rogers, Tom shanon and Stuart Gent (2003)leading successful change, In: European Business journal volume 15 Issue 3 (2003).
[16]、Andrew fox, Chris Lonsdale, Glyn Watson and Hong Qiao (2003) supplier relationship Management: a framework for understanding Managerial comity and constraints. In: European Business journal volume 15 Issue 2 (2003).
[2]、[美]．瓦拉瑞尔．A．泽丝曼尔、玛丽．乔．比特纳．服务营销．北京：机械工业出版社．2001．9
[3]、[美]．詹姆斯．R．麦圭根、R．查尔斯．莫耶．管理经济学．北京：机械工业出版社．2000
[4]、[美]．普赖斯．R．沃伊尔斯．商务英语精要．北京：机械工业出版社．1998．10
[5]、[美]．迈克尔．E．哈特斯利、林达．迈克詹妮特．管理沟通原理与实践．北京：机械工业出版社．1999
[6]、[美]．加里．德斯勒．人力资源管理．北京：中国人民大学出版社．1999
[7]、[美]．迈克尔．A．希特、R．杜安．爱尔兰．战略管理竞争与全球化．北京：机械工业出版社．2002．7
[8]、徐建培．中国总裁经营理念通鉴．新疆．新疆人民出版社．2000．9
[9]、罗平．营销渠道概述．北京．电脑商情报 2004．4
[10]、尚阳．2003年中国快速消费品渠道变革．成都．中国健康产品文库 2004．4．
[11]、加拿大统计局[调查技能]项目组．调查技能教程．北京：中国统计出版社 2002．3
[12]、王大东．管理比产品更重要．中国经营报．2000．2．15总第1240期
[13]、CCID(赛迪顾问)文献CCID 2002．02
[14]、Miles cook and Nicholas Greenspan(2003)why companies fail the supply chain basics In: European Business journal volume 15 Issue 2 (2003).
[15]、Paul Rogers, Tom shanon and Stuart Gent (2003)leading successful change, In: European Business journal volume 15 Issue 3 (2003).
[16]、Andrew fox, Chris Lonsdale, Glyn Watson and Hong Qiao (2003) supplier relationship Management: a framework for understanding Managerial comity and constraints. In: European Business journal volume 15 Issue 2 (2003).