国内联想电脑销售渠道研究.doc

摘要：进入新世纪以来，随着IT行业的快速发展，国内电脑市场发生了巨大变化。国外众多电脑品牌纷纷涌入，产业环境越来越复杂多变。信息技术的快速发展使得产品之间技术和质量的差异越来越小，市场竞争愈加激烈，产品、价格甚至促销同质化趋势越来越加剧。企业渐渐的发现仅仅靠产品的独特优势赢得竞争已经非常的困难。在激烈的市场竞争中，作为企业最重要的资源之一，渠道成为企业日益关注和竞争的焦点，掌握并管理好渠道已经成为企业在市场上致胜的关键因素。

　　　本文是以国内联想企业电脑的销售渠道为研究对象，通过对联想企业现状、渠道模式的发展过程以及目前电脑销售渠道模式的分析，发现销售渠道中存在的问题，对这些问题进行具体的分析，找出产生这些渠道问题的原因。针对产生渠道问题的原因，给联想企业提出合理性、可行性的建议。这些建议对完善联想企业电脑销售渠道的模式具有重要的意义，而且也为出现相同或者相似渠道问题的电脑厂商提供借鉴的意义。

关键词 联想；电脑；销售渠道

Abstract：Since entering the new century, with the rapid development of IT industry, great changes have taken place in the home computer market. Many computer brands have entered the industry environment, more and more complex and changeable. The rapid development of information technology makes the difference between the products quality and technology increasingly small, increasingly fierce market competition, product, price and promotion is more and more intensified homogenization trend. Enterprises gradually found the unique advantage of relying only on the products win the competition has been very difficult. In the fierce market competition, as one of the most important resource of enterprise, channel has become the focus of enterprise pay more and more attention and competition, grasp and manage marketing channel has become the key factor for enterprise winning in the market.

　　　This article is based on domestic Lenovo computer sales channels as the research object, through the development process, status of Lenovo channel model and the present analysis computer sales channel model, found in the marketing channel, a detailed analysis of these problems, find out the causes of these channels problems. According to the causes of channels, to Lenovo enterprise put forward reasonable, feasible suggestions. These suggestions have important meanings to improve Lenovo computer sales channel model, but also provides reference for the same or similar channel computer manufacturers.

Keywords   Lenovo  Computer  Distribution channel

　　　目前国内还没有比较系统的成型的关于电脑企业销售渠道的理论成果。国外现有的理论和实践成果不能完全适用于中国的国情，国内电脑企业只能借鉴国外的经验，寻求更适合于国内市场的电脑销售渠道模式。在目前纷繁复杂的电脑销售市场中，在参考与借鉴国外电脑销售渠道模式的基础上提出较为实际的建议，寻求提升电脑企业营销竞争实力的途径，摸索出比较合适的渠道生存发展的方式。

　　　本文研究意义主要体现在以下几点：

　　　(1)学习分销渠道的相关研究成果，加强理论认识。通过对分销渠道相关研究成果的学习，可以提高理论水平，更好的实践工作；

　　　(2)分析联想电脑渠道现状，找出渠道建设存在的问题及不足；

　　　(3)对联想企业电脑销售渠道发展提出建设性建议；

　　　(4)通过对联想电脑销售渠道的研究，为联想电脑渠道问题提出建议，对联想保持渠道优势，开拓新市场具有极大的借鉴和指导意义。