The Study Of PC Distribution Channel

One of the most important decisions that the enterprise faces in marketing is the marketing channel strategy. The channel, which the enterprise chooses, can directly influence all the other marketing activities. The diversity of PC product in its natural attribute, structure, and way of consuming, makes the shape of marketing distribution channel of different functions. Because of the expanding in scope and scale of the market, competition grows more furious but with less profit. At the same time, products, prices and promotion become homogenous, as a result, the effect of marketing decreases gradually. Under this situation, distribution channel has become the main power of competition. The product is the foundation of the survival to an enterprise while the channel is the key factor to its development. To occupy market and gain profit, PC producing enterprises have to, in one hand, timely choose the best way to organize channel so as to make the cost of the trade minimized but the market share maximized, and on the other hand improve the efficiency of the channel to most degree through effective management. However, the channel of PC is facing historical innovation at present time. PC producing factories make changes on channel marketing one after another, including designing flat channel, turning to direct marketing and recomposing channel system. The dispute on which distribution channel is the proper one PC producers should take, is never at rest.For this reason, this essay made further study and discussion on PC distribution channel. Starting from the analysis to the PC market, including the market situation of PC industry, competition, history on development of PCchannel and its trait in nowadays, the author discussed the management of PC distribution channel in detail, such as the designing and building of the channel, problems around the choosing, stimulating and evaluating of its members, also the settlement of channel conflict and so on, using relative theories and practice of the enterprise. In the demonstration part, the author analyzed the successful experience of channel management of domestic PC enterprise, taking the example of LENOVO to analyze its characteristic distribution channel and manage mode.The author hopes that PC industry or relevant managers and sellers can attach importance to the study of distribution channel. By further study of this problem, the author also expected to offer reference for management of distribution channel in computer industry and other relevant industries.