Tsing Hua Tong Fang's Computer Distribution Channel Ability Promoting And Studying

With high-speed development of more than ten years, the market of IT trade in China has entered its mature period. The changing products casuse the competiting environments of the market change, which makes the management and abilities of the existing distribution channels not meet the commands of the change of the market and the occupation rate and the coverage rate of the market from the trade company. At the same time, the consumers' behavior characteristics have been changing. Their demands of the after-sale service, the individualization and the fashion of the products are stronger. The companies are focusing more attention on flattening the channel to shorten the distance to the users and creating more value for the customers. This makes severe challenges to the traditional distribution channel and leads the IT enterprises to change their management mode and improve their management of the distribution channel.This thesis discusses the distribution channels of the desk-top computer in the Department of Computer System of Tsinghua Tongfang Co., Ltd. Using the theory of the distribution channel and the analytical methods in marking theory, we assess the existing distribution channels and provide a promoting plan for the channels. Starting with the investigations of the market, the channel mode and the strategies of the...