A Study On The Sales Channel Of Notebook

In the age of homogenization and differential development, China's notebook computer makers only have two ways, one is brand, and the other is channel. Notebook makers in China did not have the core technology, so the competition among the notebook companies largely focus on sales channel. In the competitive economy circumstance, channel is more than an integral part of a company, it has gradually become a valuable business resource. It is said that "who gets the channel gets the world". Once a company has a sales channel extending in all directions, it owns the market dominance. However, China's notebook channel management is not optimistic, many NB companies are facing embarrassing situations:channel structure is unreasonable, internal conflict occurs frequently, management cost increases gradually, sales organization is bloated and inefficient. All the situations above severely restrain the development of enterprise, and weaken its competitiveness. With the development of market economy and the rapid spread of IT, channel model has transformed from the traditional multi-layer structure to flat, and the main focus of channel management has changed from result to progress. In particular, the complexity of region, the homogeneity of products and the specificity of market, make it more difficult for the channel management of domestic manufacturers. All the changes challenge the current management. And "how to manage its channels more efficiency" becomes the top concern of NB firms under this new circumstance.Firstly, to elaborate the content of sales channel, we do some theoretical study and give the reviews and summarizes related to its concept, structure and function of. In the third chapter, we forecast the development trend of notebook computer industry in China by analyzing its sales channel and market status. In the fourth chapter, combines with theory and business practice, we give a detailed discussion on the distribution channels of note computer, which lays the theoretical basis for the case study, from the following aspects:related factors of channel, selection of channel model, and choice of channel members, excitation and evaluation of members, conflict management of channel, etc. In the analysis section, we sum up the domestic notebook computer sales channel management experience by introducing the unique distribution channels and channel management of Lenovo laptops.To sum up, this paper points out that with the continued intense competition in IT market, we must continue to develop business sales. Channel construction is never enough, and it is not dogmatic. In the course of channel development, enterprise should not be restrained by the old conventions. And the channel construction and management has its certain laws, the evolution of the distribution channels will definitely go towards a flat, networked and flexible direction.