译名：

Marketing Channel Management of DCN Network Company

案例作者：

葛继红、苏冉

作者单位：

南京农业大学经济管理学院MBA中心

背景单位名称：

NLQL公司

行业：

数据通信行业

规模：

大型

案例涉及领域：

市场部

案例语种：

中文

案例长度（页）：

16

案例类型：

决策型

中文关键词：

数据通信行业；渠道管理；存在问题；优化方案

英文关键词：

Data Communications Industry; Channel Management; Problems; Optimization Scheme

中文摘要：

DCN（神州数码网络有限公司）是“Data Center Network ”的缩写，即“数据中心网络”。DCN定位于“数据中心网络解决方案专家”，是神州数码控股旗下拥有自主网络品牌和知识产权的专业公司，是国内顶尖的网络设备制造商和网络互联解决方案提供商。本案例在充分研究DCN目前营销渠道现状基础上，提出其问题所在，并有针对性地在渠道结构设计、渠道成员选择、渠道管理和控制、渠道激励以及渠道培训等方面提出了优化方案。一方面可以供DCN以及广大渠道管理者参考，另一方面期望启发学员思索和探索如何优化企业营销渠道以提高企业的增值能力和销售能力。

英文摘要：

DCN is the abbreviation of “Data Center Network”. It is a network company, whose market position is to be an expert who devotes himself to solve the difficult problems in the field of data center network. DCN, owned by Digital China Limited Company, now is a professional company which owns independent network brand and intellectual property, a leading maker of networking equipment, and one of the firm’s principle troubleshooters in the field of data center network. This case studied present marketing channels of DCN and then put forward some existing problems which maybe the cause of weak in the competition. Finally, the optimization scheme is proposed in the respects of channel structure design, selection of channel members, channel management and control, channel motivation and channel training etc. On one hand, this case can be used for DCN and the channel management reference. On the other hand, this case can inspire students to think and explore how to optimize the marketing channel to improve their appreciation capacity and sales skills.

适用对象：

工商管理硕士（MBA）

编写方式：

采编

案例年代：

2014