所在案例库：中国管理案例共享中心
案例链接：http://www.cmcc-dlut.cn/Cases/Detail/1959
案例名称：研华科技中国公司渠道协同发展之惑
译 名：Dilemmas during Channel Collaborative Development in Advantech China Company
案例作者：黄劲松，唐静
作者单位：北京航空航天大学
中文摘要：研华科技中国公司是一家销售自动化和控制产品、智能和数字体系的B2B企业，近年来它的在线销售发展迅速。尽管如此，在线销售部门的业绩仍然远远未达到公司总部的要求。这一问题使研华中国公司总经理徐志面临着很大的挑战，一方面公司需要保持线下经销体系的稳定，防范在线销售对线下经销体系产生较强冲击；另一方面公司又必须扩大在线销售规模，使在线销售成为公司新的增长点。总部、渠道经销商和在线销售部分别给出了不同的改进方案，如何选择考验着他的智慧……
英文摘要：Advantech China is a B2B business company that sales automation and control products, intelligent digital system. In recent years, the performance of its online sales department is far less than the requirements of the company's headquarters, although it develops rapidly. This issue makes CEO Mr. Xu facing great challenges. On one hand, companies need to maintain a stable distribution system, and prevent online sales exert strong effects on offline sales system, but on the other hand, the company must expand its online business, and making it become a new growth point. This time, headquarters, the online sales department and dealers proposed different improvement programs respectively, how to choose is a test of Mr. Xu’s wisdom…
中文关键词：在线销售渠道；经销商；渠道管理；渠道冲突；渠道协调与控制；2015百优案例
英文关键词：Online channel, offline dealer, channel management, channel conflict, channel coordinate and control
案例入库时间：2015-08
