国产软件分销渠道模式效率分析

Analysis on the Efficiency of Marketing Channel Pattern for Domestic Software

本文通过对现实软件企业的分销模式效率状况的分析,提出提高分销渠道效率的六条途径。渠道效率是渠道产出的服务效用。渠道的效率高低在于渠道模式的选择。渠道模式的选择与目标市场特点、分销成本、管理方式、市场覆盖率要求、对中间商的激励程度等因素密切相关。

This paper analyzes the efficiency of marketing channels in actual domestic software enterprises and presents six approaches to improve the efficiency. Efficiency of marketing channels is defined as the service utility that marketing channels generate. High or low efficiency depends on the choice of marketing channel pattern, which is closely related to target market features, distribution cost, management method, market coverage requirement, extent to encourage middleman, etc.