辽宁华盛手机营销渠道研究

发布时间：2018-07-07 07:46

本文选题：辽宁华盛 + 智能手机　；参考：《大连理工大学》2015年硕士论文

【摘要】：随着科学技术与市场经济的不断发展与变化,手机营销渠道发生着变化。在营销渠道中,分销商、零售商及生产商等渠道成员均扮演了不同的角色；随着网络销售渠道及大型销售机构等的不断发展,在很大程度上对传统的营销渠道模式进行着冲击,为了能尽快适应市场需求的发展,对传统的营销渠道模式进行创新与改进是时代变化的需求,也是一种必然。随着消费者需求的不断提高,手机的营销渠道逐渐由以往的营销模式逐渐向多元化和网络化方向发展。本文从现阶段我国智能手机市场的背景分析入手,简介了辽宁华盛公司基本情况之后,对公司面临的宏观环境、市场环境和当前渠道管理的现状进行了分析,从中找出目前辽宁华盛智能手机营销渠道中存在的主要问题,如营销渠道较长、渠道成本居高不下、渠道冲突明显及管理混乱等；接着运用管理科学和系统工程理论提出了针对辽宁华盛手机营销渠道优化的原则及目标,同时提出了相应的优化方案。本篇文章的主要结论为：智能手机的营销渠道是公司价值链中极为重要的一环,因此必须对手机的营销渠道予以高度重视；辽宁华盛智能手机现阶段的营销渠道模式存在很多问题,这些问题产生的原因非常广泛,公司要根据所处的环境和公司的目标设计手机营销渠道优化方案：对于经销商的选择及调整,不能盲目的通过单一的促销评价体系进行对其进行评价,应将其建立在经销商的多层级评价结果之上。在评估过程中实行定性和定量方法相结合,保障评价结果的连续性、客观性和可操作性。
[Abstract]:With the development of science and technology and market economy, mobile phone marketing channels are changing. In the marketing channels, distributors, retailers and producers all play different roles. With the continuous development of network sales channels and large sales organizations, to a large extent, it impacts on the traditional marketing channel mode. In order to adapt to the development of market demand as soon as possible, it is necessary to innovate and improve the traditional marketing channel mode. With the increasing demand of consumers, the marketing channel of mobile phone is gradually developing from the previous marketing mode to the direction of diversification and networking. This paper begins with the background analysis of China's smartphone market at the present stage, introduces the basic situation of Liaoning Huasheng Company, and analyzes the macro environment, market environment and current situation of channel management in Liaoning Huasheng Company. Find out the main problems existing in the marketing channel of Liaoning Huasheng smart phone, such as long marketing channel, high channel cost, obvious channel conflict and management confusion. Then, by using management science and system engineering theory, the paper puts forward the principles and objectives of marketing channel optimization for Liaoning Huasheng mobile phone, and puts forward the corresponding optimization scheme. The main conclusions of this paper are as follows: the marketing channel of smart phone is an extremely important link in the company's value chain, so we must attach great importance to the marketing channel of mobile phone; There are many problems in the marketing channel model of Liaoning Huasheng smart phone at this stage. The reasons for these problems are very extensive. The company should design the mobile phone marketing channel optimization scheme according to the environment and the company's goal: for the dealer selection and adjustment, can not blindly through a single promotion evaluation system to evaluate it, It should be based on the multi-level evaluation of the dealer. In the process of evaluation, qualitative and quantitative methods are combined to ensure the continuity, objectivity and maneuverability of evaluation results.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.63;F274

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