Research On The Development Of IT Distribution Channel In China

In the rapid economic development and social transition period, the rise of the Internet and 3G technology has brought a new IT market changes. Along with the rapid development of IT markets and the emergence of a variety of new formats channels, also brought new IT distribution channels'changes. Firstly, this paper analyses the status of domestic and foreign research on distribution channels; then analysis internal and external competitive environment of distribution channels, the external environment analysis including the political, economic, social, technical; internal environment analysis Digital China and some other major distribution companies'development goals and strategic decision-making influence the change for the channels.Analyzing the rapid growth of IT industry brings opportunities and challenges to the changes of distribution channels. The main challenges include trust relationship lies between manufacturers and distributors; channels with diversification of individual; channel functions become completed, building brand awareness; loyalty of downstream channels and core competitiveness; at last proposes the main problems we need to face in the development of the IT channel.Then the paper take Fuji Xerox Digital channel development as a case study, under the full analysis of the development of Fuji Xerox Digital status and direction, present distribution channel strategies:to develop a customer demand leading strategy, to expand the channels and control of the terminal, to seek growth points to achieve value-added channel.Customer demand leading is in the full competition and monopoly competitive environment, so that the manufacturer to all aspects of the terminal channels are able to understand the market changes and feedback, and distributors can have a better serve on the downstream customer value-added services by increasing the level of awareness and management, improve customer satisfaction, in order to maintain long-term viability.Expanding channels to control the terminal need the first and secondary markets as base, then enter the third or fourth markets gradually. When digging channels, regional distributors should move closer to the customer, master of sale terminals. Closer to users may a better understanding of user needs, then can in a more detailed level has a more economical way to meet customer needs. IT distribution channels'core competitiveness performance in the organization support and management capabilities of sales channels. Insist on mastery of the terminal is foothold in the IT industry.Channel value added is in the course which goods from manufacturers to consumers, through the provision of services, technology, value added products to increase production income. Facing the trend of the IT industry chain shorter and shorter, distributors need to strengthen themselves, the channel value-added will be the only way to survive and develop.In addition to focusing on the content of the above analysis, paper finally describes the trend of IT distribution channels. For the future development of IT channel, being flat become an irreversible trend, and noted the development of added services and the logistics value-added in integration or segmentation of channels. Diversified the distribution of brands, and also take active steps to deal with the challenges of emerging network marketing should.With the rapid evolution of the IT market, distribution channel development will still face more and greater challenges:Distributors will continue to increase the operating pressure; the number of the same brand distributors is increasing; distributors between competition is more direct; With growth of sale, capital pressures continue to increase; more difficult to manage and reduce operating costs. On the other hand, the new market environment, new elements are constantly stimulating the distributor. Only changing distribution strategies can deal with changing market. Distribution channels, especially for IT companies like Digital channel is very important and it determines the survival and direction of these enterprises. So distribution channels are also directly determines the strategic direction of the enterprise. Digital China as a leader in the domestic distribution industry, its role is not just a distributor; it should be able to assume the responsibilities of industry-oriented and lead the development of the channel changes. There are 8 figures,1 table and 40 references.