N公司的渠道变革设计与实施

发布时间：2018-10-24 08:38

【摘要】：手机营销渠道作为企业与消费者之间的桥梁,对通讯行业争夺消费者资源,获取经营利润,甚至对行业的布局与发展起着至关重要的作用。市场竞争环境在变,消费习惯、消费水平、消费特征在变,手机厂商的营销渠道也随着这些因素的变化而调整,营销渠道的发展与演变是手机行业发展的风向标,同时行业发展推动着手机营销渠道的发展。本文在对中国通讯终端市场从无到有,逐渐发展繁荣的回顾基础上,分析了整个营销渠道的发展和演变,重点放在了N公司从市场份额15%增长到40%的过程当中,渠道改革所发挥的作用,尤其突出了至今通讯业界都还在热议和模仿的渠道模式—-直控分销模式的原理和规则,以及最核心的内容——如何在发展高效渠道的同时保持对渠道的控制力。本文从营销渠道的相关理论入手,首先分析了N公司渠道变革的背景,然后分别从渠道设计和渠道管理两个方便分析了N公司渠道的变革,并且分析了N公司渠道变革实施的结果与启示。通过本文,可以对中国通讯市场的发展有一定的了解,并看到各种营销渠道模式的出现,他们的利弊,及竞争对手应对的措施等,对消费品类的营销和渠道建设能有一定的借鉴。
[Abstract]:As a bridge between enterprises and consumers, mobile phone marketing channel plays a vital role in the communication industry to compete for consumer resources, obtain operating profits, and even play a vital role in the layout and development of the industry. The market competition environment is changing, consumption habits, consumption level, consumption characteristics are changing, and the marketing channels of mobile phone manufacturers are also adjusted with the changes of these factors. The development and evolution of marketing channels is the vane for the development of the mobile phone industry. At the same time, industry development promotes the development of mobile phone marketing channels. Based on the review of the development and prosperity of China's communication terminal market from scratch, this paper analyzes the development and evolution of the entire marketing channel, focusing on the process of increasing N company's market share from 15% to 40%. In particular, the role played by channel reform has highlighted the principles and rules of the channel model, the direct-controlled distribution model, which is still being discussed and imitated by the telecommunications industry. And the core content-how to develop efficient channels while maintaining control over the channel. This paper starts with the relevant theory of marketing channel, first analyzes the background of N company channel reform, and then analyzes the channel reform of N company from channel design and channel management. And analyzed the N company channel reform implementation result and the enlightenment. Through this article, we can have a certain understanding of the development of China's communications market, and see the emergence of various marketing channels, their advantages and disadvantages, and the measures to be taken by competitors. The marketing and channel construction of consumer goods can be used for reference.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.63

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