【作者】 杨毅；

【导师】 张婧；

【作者基本信息】 华中科技大学 ， 工商管理， 2018， 硕士

【摘要】 中建材信息是华为企业业务的全球总代理,在目前ICT大环境下,华为的全国总代理有五家,本文主要通过对中建材的华为业务的分析,给予中建材业务上的规划。目前我国正处于经济转型阶段,国民经济飞速发展,随着移动网络的发展,市场正面临着新的变革,国有品牌的强势崛起和ICT市场发展的突飞猛进使得原有的商业模式也发生了改变,也引发了国内大的分销商的变革。当今,产品的竞争程度越来越激烈,整个ICT市场正在迎接一次产业升级的挑战和机遇。总代需要承担来自各个方面的压力,例如客户的需求越来越多样,利润越来越薄弱,产品同质化现象严重,销售渠道扁平化,厂商政策倾斜等等。本文拟通过分析我国ICT现状、发展趋势,ICT增值分销总代理商的现状,中建材信息业务特点及模型分析,把中建材信息当中存在的问题找出来并分析原因,在价值链理论的基础上,与企业中间层理论相结合,通过波特五力模型以及SWOT分析法,对中建材信息进行深入分析,分析了解到中建材信息目前所处的外部商业环境竞争非常激烈,上游供应商对于总经销商的把控非常严格,总经销商的利润率完全来源于资金的周转率,单一的品牌导致中建材信息具有非常高的风险,一旦华为业务出现了任何问题,中建材信息也会遭受灭顶之灾。建议公司在华为ICT渠道发展上细分ICT产品市场,将一三级渠道和四六级渠道并行来完善整个市场,在华为ICT业务发展上,要增加公司跟直接用户、招投标公司、设计院的黏性,建立以评委为中心的评委圈,在公司整体ICT业务发展上,建立总代和二代并行的多级渠道模式,建立以华为为主,其他国产品牌为辅的渠道模型。更多还原

【Abstract】 CNBM is the global agent for Huawei’s business,In the current ICT environment,Huawei has five agents in the country,This article mainly through the analysis of Huawei business of CNBM,Give the CNBM business planning.China’s economy is in a period of rapid development and transformation.The development of the Internet has brought about new changes in the market.The rapid development of the ICT market and the strong rise of state-owned brands have also changed the original business model and triggered changes in the domestic big distributors.Nowadays,the competition of products is more and more fierce,and the entire ICT market is facing the opportunity and challenge of an industrial upgrade.General Agent faces pressure from various aspects such as diversification of customer demand,homogenization of products,weakening of profits,increasingly flat channels,and tilt of manufacturer policies.This article intends to analyze the current situation and development trend of ICT in China,the current situation of the general agent of ICT value-added distribution,the business characteristics and model analysis of CNBM,and find out the problems and reasons of the construction materials information in China.Based on the value chain theory,combined with the middle layer theory of the enterprise,Analysis of CNBM by using Porter Five Force Model and SWOT Analysis,The analysis shows that the external business environment in which CNBM is currently located is very fierce.The upstream supplier is very strict in controlling the total dealer.The profit margin of the total dealer is completely derived from the turnover rate of funds.A single brand leads to CNBM with very high risks.If any problems arise in Huawei’s business,CNBM will also suffer.It is suggested that the company subdivide the ICT product market in the development of the Huawei ICT channel,and improve the entire market by combining a three-level channel with a four-to-six-level channel.In the development of Huawei ICT business,it is necessary to increase the viscosity of the company and direct users,bidding companies,and design institutes.Establish a judgement-centered judges ’circle.In the overall ICT business development of the company,establish a multi-level channel model with two generations and two generations in parallel,and establish a channel model with Huawei as the main player and other domestic brands as the supplement.更多还原