本文選題：手機(jī)分銷 + 網(wǎng)絡(luò)背景�。� 參考：《北京郵電大學(xué)》2013年碩士論文

【摘要】：網(wǎng)絡(luò)背景下,手機(jī)行業(yè)銷售渠道主要發(fā)生了以下變化：一是傳統(tǒng)手機(jī)分銷商間的渠道沖突發(fā)生新的變化；二是新型渠道形式——網(wǎng)絡(luò)渠道的出現(xiàn)；三是手機(jī)分銷產(chǎn)業(yè)鏈的變革引起了渠道主體地位的變化——電信運(yùn)營(yíng)商在手機(jī)分銷產(chǎn)業(yè)鏈中的主導(dǎo)作用越來(lái)越強(qiáng)。這些變化使我國(guó)手機(jī)行業(yè)渠道扁平化和多元化的趨勢(shì)越來(lái)越明顯。作為傳統(tǒng)手機(jī)分銷行業(yè)的重要中間環(huán)節(jié)——全國(guó)代理商,所面臨的渠道成員關(guān)系更加復(fù)雜,渠道沖突類型更加多樣,由此帶來(lái)的損失也越來(lái)越大。因此,如何緩解渠道成員之間的沖突,提高渠道協(xié)同能力成為網(wǎng)絡(luò)背景下國(guó)代商需要面對(duì)和急需解決的重要問(wèn)題。 本論文首先運(yùn)用文獻(xiàn)研究方法,對(duì)國(guó)內(nèi)外關(guān)于渠道沖突的相關(guān)研究進(jìn)行總結(jié),并找到本文研發(fā)思路。接著通過(guò)運(yùn)用具體的相關(guān)博弈模型分別對(duì)網(wǎng)絡(luò)背景下國(guó)代商間渠道沖突的新變化,以國(guó)代商為代表的傳統(tǒng)渠道與網(wǎng)絡(luò)渠道間的渠道沖突和國(guó)代商與電信運(yùn)營(yíng)商間的渠道沖突三個(gè)方面展開(kāi)分析,深層次地探討了網(wǎng)絡(luò)背景下國(guó)代商面臨的渠道沖突的根源及沖突過(guò)程。最后結(jié)合博弈分析結(jié)果,從渠道協(xié)同的角度給國(guó)代商提出了渠道沖突管理對(duì)策和建議。
[Abstract]:Under the network background, the following changes have taken place in the sales channels of the mobile phone industry: first, the new changes have taken place in the channel conflicts among the traditional mobile phone distributors, the second is the emergence of the new channel form-the network channel;Third, the transformation of the mobile phone distribution industry chain has caused the change of the main position of the channel-the dominant role of the telecom operators in the mobile phone distribution industry chain is becoming stronger and stronger.These changes make our mobile phone industry channel flat and diversified trend more and more obvious.As an important intermediate link in the traditional mobile phone distribution industry, the national agent faces more complicated channel member relations, more diverse channel conflicts, and the resulting losses are becoming greater and greater.Therefore, how to alleviate the conflicts among channel members and improve channel coordination ability has become an important problem that national representatives need to face and need to solve urgently under the network background.Firstly, this paper summarizes the relevant research on channel conflict at home and abroad by using literature research method, and finds out the research and development ideas of this paper.Then through the use of specific relevant game models, respectively under the network background of the new changes in the channel conflict between the state and business,This paper analyzes the channel conflict between the traditional channel and the network channel, and the channel conflict between the state representative business and the telecom operator.In this paper, the origin and process of channel conflicts faced by state representatives under the background of network are discussed.Finally, combined with the result of game analysis, this paper puts forward the countermeasures and suggestions of channel conflict management from the angle of channel coordination.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F224.32;F724.1;F426.63

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本文編號(hào)：1766251