Chinese IT Industry Channel Management And Customer Relationship Management

On the basis of combining applications of the theories on marketing channels and customer relationship management, this thesis analyzed the features and shortcomings of current IT industry channel management in China and gave a method of marketing channel management with customer management as the basis. After outlining the framework of marketing channel theories and customer relationship management theories, the thesis systematically analyzed current situation of IT industrial channels in China and gave an comparison in marketing models of major IT manufacturers. It has proposed that conducting channel management based on the customer management, establishing marketing channels of manufacturers based on customer relationship management, and implementing effective management and evaluations are major points that would make manufacturers to move their view points through channel end further to customer end and to use marketing analysis to make marketing strategies from the customer end. Finally, this thesis introduced about the history of channel development in Lenovo, analyzed the current status in Lenovo as example, and gave suggestions on the future channel development for Lenovo.