沈阳S公司营销策略研究
发布时间：2019-02-28 16:11
【摘要】：二十一世纪以来,随着通讯技术日新月异的快速发展,我国通讯行业也取得了突飞猛进的进展。国内手机行业中,基本上是遵循着厂家—代理商—批发商—零售商—消费者这样的渠道链条在运作着。手机代理商在手机行业渠道中的地位十分关键,他们在手机行业的发展中扮演着重要的角色。但是近几年,国内手机分销市场竞争愈演愈烈,手机销售渠道也逐渐纷繁复杂。在目前渠道扁平化趋势发展的市场环境下,传统的金字塔型手机渠道模式,已经无法满足当今消费市场的需要,手机销售渠道扁平化和多元化大势所趋。沈阳S公司作为辽宁地区手机产品的省级代理商,拥有专业化程度高,很难被其他的分销模式所代替的自身优势,但是自从电信运营商全面推进渠道扁平化建设以后以及电商时代的开启,电信运营商也开始自建电信渠道,甚至都可能关闭部分自有营业厅,沈阳S公司的代理地位更是岌岌可危。如何提高沈阳S公司在手机市场的竞争力,使之在竞争市场中能够立于不败之地,是沈阳S公司亟待解决的主要难题。本文首先结合所学的环境PEST分析法、SWOT分析矩阵分析论述了沈阳S公司建立市场营销策略的必要性。然后采用市场营销组合4P理论和BCG矩阵法对沈阳S公司做出了各种建设性的营销策略改进研究。本研究在为沈阳S公司提供营销策略指导方案的同时,希望对其他手机代理商制定营销策略也具有一定的理论指导和现实借鉴意义。
[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.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F721
本文编号：2431954
[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.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F721
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