【摘要】：二十一世紀(jì)以來(lái),隨著通訊技術(shù)日新月異的快速發(fā)展,我國(guó)通訊行業(yè)也取得了突飛猛進(jìn)的進(jìn)展。國(guó)內(nèi)手機(jī)行業(yè)中,基本上是遵循著廠家—代理商—批發(fā)商—零售商—消費(fèi)者這樣的渠道鏈條在運(yùn)作著。手機(jī)代理商在手機(jī)行業(yè)渠道中的地位十分關(guān)鍵,他們?cè)谑謾C(jī)行業(yè)的發(fā)展中扮演著重要的角色。但是近幾年,國(guó)內(nèi)手機(jī)分銷市場(chǎng)競(jìng)爭(zhēng)愈演愈烈,手機(jī)銷售渠道也逐漸紛繁復(fù)雜。在目前渠道扁平化趨勢(shì)發(fā)展的市場(chǎng)環(huán)境下,傳統(tǒng)的金字塔型手機(jī)渠道模式,已經(jīng)無(wú)法滿足當(dāng)今消費(fèi)市場(chǎng)的需要,手機(jī)銷售渠道扁平化和多元化大勢(shì)所趨。沈陽(yáng)S公司作為遼寧地區(qū)手機(jī)產(chǎn)品的省級(jí)代理商,擁有專業(yè)化程度高,很難被其他的分銷模式所代替的自身優(yōu)勢(shì),但是自從電信運(yùn)營(yíng)商全面推進(jìn)渠道扁平化建設(shè)以后以及電商時(shí)代的開啟,電信運(yùn)營(yíng)商也開始自建電信渠道,甚至都可能關(guān)閉部分自有營(yíng)業(yè)廳,沈陽(yáng)S公司的代理地位更是岌岌可危。如何提高沈陽(yáng)S公司在手機(jī)市場(chǎng)的競(jìng)爭(zhēng)力,使之在競(jìng)爭(zhēng)市場(chǎng)中能夠立于不敗之地,是沈陽(yáng)S公司亟待解決的主要難題。本文首先結(jié)合所學(xué)的環(huán)境PEST分析法、SWOT分析矩陣分析論述了沈陽(yáng)S公司建立市場(chǎng)營(yíng)銷策略的必要性。然后采用市場(chǎng)營(yíng)銷組合4P理論和BCG矩陣法對(duì)沈陽(yáng)S公司做出了各種建設(shè)性的營(yíng)銷策略改進(jìn)研究。本研究在為沈陽(yáng)S公司提供營(yíng)銷策略指導(dǎo)方案的同時(shí),希望對(duì)其他手機(jī)代理商制定營(yíng)銷策略也具有一定的理論指導(dǎo)和現(xiàn)實(shí)借鑒意義。
[Abstract]:Since 21 century, with the rapid development of communication technology, China's communications industry has also made rapid progress. Domestic mobile phone industry, basically follow the manufacturer-agent-wholesaler-retailer-consumer channel chain in operation. Mobile phone agents play an important role in the development of mobile phone industry. However, in recent years, the competition in the domestic mobile phone distribution market is becoming more and more intense, and the channels of mobile phone sales are becoming more and more complicated. In the current market environment of flat channel development, the traditional pyramid mobile phone channel model has been unable to meet the needs of today's consumer market, mobile phone sales channels flat and diversified general trend. Shenyang S Company, as a provincial agent of mobile phone products in Liaoning area, has a high degree of specialization and can hardly be replaced by other distribution models. However, since telecommunications operators have fully promoted the flat construction of channels and the opening of the era of e-commerce, telecommunications operators have also begun to build their own telecommunications channels, and even may close some of their own business rooms. Shenyang S Company's agency status is even more precarious. How to improve the competitiveness of Shenyang S Company in the mobile phone market and make it in an invincible position in the competitive market is the main problem that Shenyang S Company needs to solve. In this paper, the necessity of establishing marketing strategy of Shenyang S Company is discussed in combination with environmental PEST analysis and SWOT analysis matrix analysis. Then the 4p theory of marketing mix and BCG matrix method are used to improve the marketing strategy of Shenyang S Company. This research not only provides the marketing strategy guidance scheme for Shenyang S Company, but also has some theoretical guidance and practical reference significance for other mobile phone agents to formulate marketing strategy.
【學(xué)位授予單位】：沈陽(yáng)理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F721

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