| Summary: | 碩士 === 國立臺灣科技大學 === 財務金融研究所 === 101 === In economic downturn, there are a lot of companies cut back theiroperation cost but still need to maintain a good relationship with managing customers and maintain a good branding image as well, gradually using channel selling model to be the way of achieving this target. A famous information technology company IBM, who is using an idea –smart managing customerand clevermanaging channel partner, they succeeded to decrease the cost of dealing with customer but strengthen the loyalty from customers and also maintain a high standard of revenue from a competitive market.
A leading high performance networking solution company Juniper Networks, achieve 2009 CRN channel champion award also as a championship in this year, were selected as a leading channel partner in a category of networking security solution, bringing a high profit business opportunityto its channel partners and customers. Therefore, in these trendy years of channel selling, grasp the best channel partner representing raising your company’s business result, selling through from channel partners to customer in order to satisfy the needsfrom customers but also increase the products market shares.
This casecompanyis the biggest networking solution company in worldwide, because of acquiring 105 companies from the past, they dominate the networking related solution in enterprise customers and facing rapidly development market of new industry and consumer market, they extend their past advantage, the company decided to co-work with channel partners selling model. Till to today, the company has above 90% revenue comes from the channel partners contribution worldwide, the company held global channel partner summit in the year of 2006 March 14th, they announced to change the strategy to channel partners, the tremendous revolution to channel system. The past channel certifications are Gold,Silver and Premier, the main change adds 4 major specialties of service certification-wireless networking, information security, networking IP telephony and original certification of router and switch, the company offered on line training and third partyservice training center in order to make its own brand successful.
In additional, the company started from-customer thinking-to organize the segmentation to customer: such as IBM and Oracle etc., the first is strategic alliance partner team; the second is enterprise team; the third is Commercial team; the fourth is SMB; the fifth is HomeandSOHO team, also established –business consulting provide the technology of networking integration to different kinds of industries. Channel partners are a communication and trading platform to product supplier and customer, they are also an intermedium to hardware supplier building up their owned brand. The company works through channel partners, changing from original manufacturing-a single way to service customer to extend its widely and versatile service to customer, it is called after –sales marketing, engaging, leverage and partnership with existing and new partners.
The company becomes a thoughtfulness service company, arising complete-channel partner capability-to achieve thoughtfulness market in Service. Along with the development in channel partner strategy, the company is also evolving the networking market into 4 stages: the stage 1 is using-Product-as the majority then the stage 2 is-technology support, the stage 3 is integration different kinds of technologies, the future of stage 4 will be the business solution.
The main purpose of this researchis aiming to discuss this case company channel selling strategy, will it take a positive way to business result, this study shows the outcome-the company integrated best selected channel partners and enhance its channel selling strategy, their customer service satisfaction rate rise to 21% from 2000to 2012, according to Illuminas Researchannounced channel partner survey showed, co-working with channel partner can bring 31% of revenue growth and growing 15% every year, this also increase the loyalty and market share to the company.
Key words: Information technology industry, Networking &Communication industry, Channel business.
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