联想集团分销渠道窜货治理机制演变研究

Study on Evolution of Cross Region Sale Management Mechanism of Distribution Channels of Lenovo Corporation

研究联想针对不同的渠道体系,采取合理的窜货治理机制,研究表明:传统分销时期,对窜货是严厉打击、严格制止以维护渠道的畅通;在大联想、集成分销阶段,在不影响整体渠道运行的前提下,容许部分分销商的窜货行为,并借此拓展市场销售空间。

With the intense market competition,problem of cross region sale needs attention.This paper focuses on Lenovo＇s reasonable management mechanism for different distribution channels.The study results show as follows：at traditional distribution stage,the corporation should take strict measures to shock dealers in order to maintain the channels circulating well;at the integration distribution stage,the corporation permits some cross region sale under the prediction that the whole channels move well so as to extend the market space.