【作者】 田雪飞；

【导师】 罗利；

【作者基本信息】 四川大学 ， 管理科学与工程， 2007， 硕士

【摘要】 随着信息技术的发展与科技的进步，高科技产业正成为新形势下国际竞争的核心和经济发展的制高点。但在高科技产品分销渠道的建设上至今还没有一套完整的理论体系指导实践。本文根据国内外学者的研究结果，提炼出了高科技产品分销渠道建设的4个影响因素：产品因素、企业因素、中间商因素以及渠道控制因素。在此基础上，本文通过与高科技企业相关人员进行深度访谈，结合高科技产品自身的特点，分别在产品指标层加入了产品市场寿命长度指标项，在中间商选择指标层加入了对中间商技术人员素质要求、市场开拓能力指标项，在渠道控制选择指标层加入了信息化建设指标。使得所设计的分销渠道建设的影响因素指标体系更加适合高科技企业实际运作。随后，笔者通过问卷调查形式收集数据，用定量方法对高科技产品分销渠道建设因素指标体系进行了实证分析。首先运用因子分析验证了该体系的有效性及划分的科学性。然后，笔者应用主成分分析方法进行了改进，并对其有效性进行了验证。通过运用改进的主成分方法分析，结合高科技产品技术含量较高、市场生命周期较短的特性，本文分析得出了影响高科技产品分销渠道建设的最关键五个指标：中间商市场开拓能力、中间商服务(售后服务、销售服务)能力、中间商物流(运输与库存成本)控制能力、分销渠道成本控制力、分销渠道信息化建设程度。本文遵循从基础理论出发到实证分析的思路，采用了定性分析与定量分析相结合的方法，一方面通过对高科技产品分销渠道基本理论进行定性阐述，另一方面对采用调查问卷获取的具体数据进行定量分析。笔者使用改进了的主成分分析法对多指标的产品分销渠道建设问题进行描述及分析，得出影响我国高科技产品分销渠道建设的主要因素和指标，对我国高科技企业和分销渠道中的中间商具有一定的实践指导意义。更多还原

【Abstract】 Advancement of information science and technology has made the high-tech sector a driving force behind economic growth and global competition. However, there is not yet a complete theoretical system on the construction of distributing channels for High-tech products for applications.According to the research of domestic and foreign scholars, This Paper refines out 4 affective factors of distributing channels construction for High-tech products, which are product factor, corporate factor, intermediate factor and channel control factor. Based on the self characters of High-tech Products and deep conversations with High-tech company crews, therefore, we separately affiliate life length index of product market to product-index stratum; diathesis requirements and market exploiting abilities for intermediary crews to intermediary-selecting-index stratum; information aviation-constructing index to channel control selecting index stratum. So the new designing affective factor index system on constructing of distributing channels for High-tech products will be more applicable for High-tech corporations. It will be more useful for guiding the operation of High-tech corporations.Hence, we collect data by questionnaire, and then make a demonstration analysis for affective factors of distributing channels construction for High-tech products via fix quantify method. First we validate the effectiveness of this system and scientificalness for its partition, then we make an improvement for main-element analysis method and validated its effectiveness. According to the characteristic that High-tech products are high technocontent are short market lifecycle, this paper derives 5 key index affecting the distributing channels construction for High-tech products: market exploiting abilities for intermediary, intermediary service (after service, selling service) ability, intermediary logistics (transport& storage cost) controlling ability, distribution channels controlling ability, information-alization-constructing level on distribution channels.Applies with the idea of basic theory and demonstrating analysis, this paper makes a narure-determining expatiation for the basic theory of distributing channels for High-tech products, then on the other hand made a fix quantify analysis for the data collected via questionnaire. Using the improved main-element analysis method, we describe and analyze the multi-index of distributing channels construction for High-tech products, derives the main affective factors on the distributing channels construction for domestic High-tech products.In summary, this paper provides domestic High-tech companies and distributing channel intermediary with some theoretical and practical foundations.更多还原