The Choice Of IT Industrial Channels In China

As the information technology develops and popularizes, IT products are spread faster and faster, and they play an important role in the economic development. As IT enterprises become stronger and stronger, the markets of IT products have more and more, and the abilities for competition have been raised higher and higher, but the differences of IT products have become less and less obvious, and the same quality of products has become the obvious features in the markets, which is shown not only on the concept of the products and the same or the similar functions, but also no great differences of appearances, qualities and methods. In this kind of situations, the most serious conflict that IT company faces is not the problems of producing and skills, but of markets. Whether the choice of distribution channels is suitable or not is the key for the market competition of IT companies. "Channels Falling" and "Ending King" have been shared by IT market selling. The so-called sale channels are the bridges of producing companies and consuming markets, and the bridges of products and consumers. So in this way, the products can be sold in the consumer markets. The paper focuses on the sales channels of IT companies in our country. It is divided into five parts.Chapter one is the brief introduction, which mainly illustrates the research background, aim and meaning, research ideas and methods, research at home and abroad and probably the innovation in this paper.Chapter two introduces distribution channel and the related theory. This chapter introduces the concept of distribution channel and its function, flatting channel theory, direct sale theory and distributional sale theory, which provide theoretical preparation and support for the analysis in the latter chapters.Chapter three illustrates marketing channel situation of the domestic IT enterprises, discovering the existing problems and analyzing its causes, it offers a reference for domestic IT enterprises.Chapter four, as the focus of the thesis, emphasizes on IT enterprises' choice of channel mode. In this part, the development course of Chinese IT enterprises marketing channel, and the present channel modes (multi-level and direct models) is presented. It also analyzes its structural features and makes a comparison between multi levels mode and direct mode, establishing modes for IT enterprises sales channel and analyzing respectively different enterprises' favorable channels.Chapter five, employing the channels to analyze modes, and taking Lenovo and TA companies for evidences, verifies sales channel modes.