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在科学技术日新月异的今天,产品的同质性愈来愈强,同类产品在性能上的差距日趋缩小,因此市场的竞争不仅仅是体现在产品的性能、价格上,更多的是在渠道上的竞争。“拥有渠道就拥有一切”在IT行业已成为一条硬道理,无论是国外企业还是国内企业都非常重视渠道的建设,如福建实达的“基础渠道模式”、惠普的“跨世纪战略”、连邦的“连邦软件专卖店”、恒升的“销售联盟利润共享”。可见不同企业、不同产品由于企业自身实力、产品的市场特征的不同,在渠道建设上的策略亦有差异,但万变不离其中,都包含了渠道的选择、渠道管理两大部分。
With the ever-changing science and technology, the homogeneity of products has become stronger, and the gap in performance between similar products has gradually narrowed. Therefore, market competition is not only reflected in the performance and price of products, but also in the channels. competition. “Owning channels has everything” has become an absolute principle in the IT industry. Both foreign and domestic companies attach great importance to the construction of channels, such as Fujian Shida’s “basic channel model” and HP’s “trans-century strategy”. State’s “Lianbang Software Store” and Hengsheng’s “Sales Alliance Profit Sharing”. It can be seen that different companies and different products have different strategies in channel construction due to their own strengths and product market characteristics. However, they are inseparable from each other, and they include the choice of channels and channel management.