三星打印机营销渠道分析及渠道优化方法

摘要

中国有着巨大的打印机需求市场，市场规模不断增大，打印机产业链形成并且健康发展，作为国际化大公司，Samsung 公司进入打印机市场不久，凭借强大的综合实力，在多功能一体机上已经取得了很好的反应，但是目前整体市场份额较低，离整个公司的要求和期待还有很大的差距。渠道策略在企业市场营销中处于重要地位，渠道策略不应一成不变，而是适时调整的。随着我国打印机市场竞争日趋激烈，三星原有的总代理制的营销渠道模式已经不能跟上现在的快节奏了，这是阻止三星打印机市场份额扩大的一个重要原因。
本文通过研究三星总代理制的模式，并且对比打印机行业龙头老大HP的扁平化的营销渠道模式，分析出了三星现有的总代理制的弊端，总结出了扁平化的营销渠道的优势，提出了三个渠道优化方法：1.渠道扁平化；2.政府采购业务3.电视购物业务。
本文的分析结果有助于三星或者其他采用总代理制的企业了解到这些营销渠道的优化方法，结合自身企业特点，在当前的市场环境下制定出适合本企业发展的营销渠道模式。

关键词：三星打印机 ；总代理制 ；营销渠道 ；扁平化 
 
ABSTRACT

Chinese market, which is growing continuously,  has a huge demand of printer. The whole chain of printer has been established and developed healthily. The Samsung company, a global company that is very competitive, begins his printer business very shortly and has a good market response.  However, the market share is still low, which is far from the goal of the company. Market channel is a key factor of the market management and should be adapted to the market. A company could establishes its own market channel patten, which is adapted to its characters and the current market environment.  As the market compete increases dramatically, the old market patten of this company  has been proved to be out of date. This is the major factor that stop the increase of market share.
This paper studied the Samsung market patten and by comparing with the HP company which is the leader of the printer market, a conclusion has been made that the three disadvantages of the market channel, which are 1.Flat channel, 2. Government Procurement, 3.TV shopping 
The results of this paper could help the Samsung company or other companies know the improve method to this kind of market channel.

Keywords: samsung printer, general agent system, marketing channels, flatten

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