索尼手机山东二三级市场渠道策略研究

发布时间：2018-04-14 14:30

本文选题：索尼 + 手机市场　；参考：《山东理工大学》2014年硕士论文

【摘要】：随着科技的发展和普及,到21世纪的13个年头,世界上手机的使用者将要到达30亿,全世界70%的人口都使用手机,在欧洲发达国家几乎全国的所有人都拥有手机,而作为经济发展最快的中国,手机的普及率和手机市场的发展也随着经济和人民生活快速提高,手机使用率也突破了70%,用户数量达到了9亿。2012年,世界手机产量为12.5亿,中国市场占据了世界总量的40%,是世界手机产业最活跃的地区。近几年来,手机市场总的格局是,原有的一线城市市场已经接近饱和,但中小城市的手机市场还存在很大开发空间,特别是国家对整个产业进行宏观调控,鼓励和支持二三线城市电子通信产业的基础设施建设,扩展电信经营范围,以及城镇居民收入水平提高,生活质量迅速改善,中小城市手机市场需求量大增。所以各大手机厂商纷纷将市场开拓目标选伸向以二三线城市为代表的中小城市市场,以期在之后的竞争中占得先机。索尼爱立信公司2001年成立,其总部在英国伦敦,在手机市场上索尼爱立信与诺基亚、三星等品牌始终占据优势,索尼爱立信的影音功能也一直为客户所津津乐道。然而到了2007年,大量智能手机的上市使其受到了前所未有的冲击,索尼爱立信的经营陷入了困境,后来索尼买断爱立信在索尼爱立信公司的五成股份,并正式更名为索尼移动,之前的索尼爱立信商标也随之更改为"SONY"标识。如今索尼在全球主打大中华区,在2013年9月调整完架构,中国大陆、香港、台湾三地一体,由大中华区总裁统管。下设销售、市场、生产、产品等多个重要部门,销售部门主要是三个渠道职能划分：销售运营部、公开市场部、运营商部门。山东团队隶属于销售运营部。基于此,本文以索尼手机在山东二三级市场营销渠道策略为着眼点,着重研究了索尼手机在山东二三级市场上的渠道现状,在应用SWOT分析方法进行系统分析,并与国内外其他手机厂商在山东二三级上的渠道策略进行比较的基础上,提出了索尼手机山东二三级市场的渠道策略。本文的主要结论是：渠道策略制定的合理和准确性,对索尼手机在山东市场的发展具有决定性作用。
[Abstract]:With the development and popularization of science and technology, in the 13 years of the 21st century, the number of mobile phone users in the world will reach 3 billion, 70% of the world's population use mobile phones, almost everyone in developed countries in Europe has mobile phones.As the fastest growing economy in China, the penetration rate of mobile phones and the development of the mobile phone market have also increased rapidly with the economy and people's lives, and the use rate of mobile phones has also exceeded 70%, with the number of subscribers reaching 900 million. In 2012, the world production of mobile phones was 1.25 billion.The Chinese market accounts for 40 percent of the world's total and is the most active area in the world's mobile phone industry.In recent years, the overall pattern of the mobile phone market is that the original first-tier city market has been nearly saturated, but there is still a lot of room for development in the mobile phone market of small and medium-sized cities, especially the macro-control of the entire industry by the state.We will encourage and support the infrastructure construction of the electronic communication industry in the second and third tier cities, expand the scope of telecommunications business, raise the income level of urban residents, improve the quality of life rapidly, and increase the demand for mobile phones in small and medium-sized cities.Therefore, the major mobile phone manufacturers have chosen the market development target to the small and medium-sized city market represented by the second and third tier cities, in order to occupy the first opportunity in the competition after that.Sony Ericsson, founded in 2001, has its headquarters in London, UK, Sony Ericsson, Nokia, Samsung and other brands have been dominant in the mobile phone market, Sony Ericsson's audio and video features have been a favorite of customers.However, in 2007, the launch of a large number of smartphones hit it as never before, and Sony Ericsson's business was in trouble, and Sony later bought 50 percent of Ericsson's stake in Sony Ericsson and officially changed its name to Sony Mobile.Prior to Sony Ericsson trademark also changed to the "SONY" logo.Sony now dominates Greater China worldwide and completed the restructuring in September 2013, with mainland China, Hong Kong and Taiwan under the leadership of the president of Greater China.Sales, marketing, production, products and other important departments, sales department is mainly divided into three channel functions: sales operations department, open market department, operator department.Shandong team is attached to the sales operations department.Based on this, this paper focuses on the marketing channel strategy of Sony mobile phone in the second and third levels of Shandong market, and emphatically studies the current situation of the channel of Sony mobile phone in the second and third level market of Shandong Province, and makes a systematic analysis by using the SWOT analysis method.On the basis of comparing the channel strategies of other domestic and foreign mobile phone manufacturers on the second and third levels of Shandong Province, this paper puts forward the channel strategy of the second and third level market of Sony's mobile phone in Shandong Province.The main conclusion of this paper is that the rationality and accuracy of channel strategy is decisive to the development of Sony mobile phone in Shandong market.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.63

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