某公司营销渠道管理中存在的问题与对策研究

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1、万方数据AbstractAtpresem，alongwiththeimportanceofinformationtechnologydevelopmentstrategy,ITsoftwareindustryhasshownatrendofrapiddevelopment，medicalsoftwareindustryasabranchofsoftwareindustryalsowithChina’Smedicalcausethecontinuousadvanceofinformationtechnologyhasgreatdevel

2、opment．Acompanyasatypicalrepresentativeofthenumeroussmallandmedium．sizedsoftwareenterprises．firstsetfootinthisfieldiSformedinthemedicalsoftwaremarket,a_tierseveralyearsofdevelopment,Acompany’Ssoftwareproductswonagoodreputationinthelocalmarket，butnotinothermarketsopensit

3、uationespeciallyinmedicalinformationsoftwareindustrycontinuedtoheatup，moreITenterprisestoenterthemarketshareacupofathicksoup，increasinglyfiercecompetitionintheindustry,softwarevendorsinordertosurviveanddevelopcontinuouslyexpandchannelsbreadthandscale，forthosewhofocusonm

4、edicalsoftwaredevelopmentofsmallandmediumenterprises，topromoteeffectivechannelmanagement，channelmanagementtothestrategicheight，toensurethestablemarketshare，andfastermarketresponsespeed，thisisthemagicconstantinenterprisecompetition．However,enterprisesinthechannelmanageme

5、nt，inordertocoverthetargetmarketisbetter,manyenterprisestendtoadoptmultichannelmarketingstrategy．Inthiscontext，managementandoptimizationofmultichannelmarketingmodelhasbecomeallimportantissueinthemanagementofenterprise．Therefore，thisarticlefromtheenterprisechannelmanagem

6、entbackground，analyzesthenecessityofsoftwareenterprisechannelmanagementandkeysignificance，thenfromthechannelmanagementandmarketingchanneltheoryangleanalysis，providesthetheorybasisforthefurtherdiscussionofthe．Finally,choosetheAcompanyasatypicalcase，abriefintroductiontoth

7、ecompanyandtheproductbusiness，andfocusesontheanalysisoftheoperatingenvironmentandchannelconstruction，thencometothemostbasicproblemofAcompanyproductsalesisnothighfocusonthemarketingchannelconstruction,andtheAcompanydirectchannelsexistingmultichannelstrategyandtheindirect

8、channelareanalyzed，theadvantagesanddisadvantagesofeachchannel．Thecompanyistoodependentonindirectchannel，channe