联想集团分销渠道窜货治理机制演变研究

摘要

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 waditional 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.