LX手机营销渠道创新策略研究

发布时间：2018-07-15 14:20

【摘要】：随着科技的不断进步，作为电子消费品的手机已经越来越深的融入到了我们的日常生活。当前，国内手机市场竞争非常的激烈，营销渠道作为手机销售的主要渠道，直接影响这一产品为企业所带来的直接效益，也在一定程度上影响了企业的品牌效应和整体服务评价。在这种情况下，国内外的手机企业都不约而同的把营销渠道作为市场竞争取胜的关键所在。本文以LX手机营销渠道存在的问题为研究对象，以营销渠道理论为指导，以笔者与LX手机多年的合作实际案例及调查研究为基础，对LX手机现有的渠道模式进行定性分析，找出LX手机现有营销渠道模式与营销渠道设置之间的主要矛盾，通过对LX手机主要渠道成员及渠道管理人员进行问卷调研，聚焦影响LX手机营销渠道满意度的主要因素及产生原因，得出LX手机营销渠道当前存在的主要问题。针对LX手机营销渠道现状及存在问题，，创新的提出“混合式渠道下的独立化运营”模式，并根据LX营销渠道的实际运作情况，对渠道成员的选择、渠道成员的激励、渠道成员的评估、渠道成员的考核等进行阐述，从而建立起LX手机营销渠道的管理体系及保障措施。本文通过对LX手机的营销渠道进行案例分析、调研分析、环境分析，得出的结论是，随着互联网技术的成熟、家电连锁卖场的强势，运营商对手机渠道的加强，为了能够使LX手机在激烈的市场竞争中获取更大的市场份额、更多的产品利润，LX手机必须要对现有的营销渠道模式进行重新设计、完善渠道管理体系，只有这样才能达到提升渠道运作效率、有效控制渠道成本的目的。通过对LX手机营销渠道模式的重新架构，极大地促进LX手机渠道管理水平的提高及市场竞争力的增强。
[Abstract]:With the development of science and technology, mobile phones, as electronic consumer goods, have been more and more deeply integrated into our daily life. At present, the competition in the domestic mobile phone market is very fierce. As the main channel of mobile phone sales, the marketing channel has a direct impact on the direct benefits brought by this product to the enterprises. To some extent, it also affects the brand effect and overall service evaluation of enterprises. In this case, domestic and foreign mobile phone enterprises are the same as marketing channels as the key to win the market competition. This paper takes the problems existing in the marketing channel of LX mobile phone as the research object, takes the marketing channel theory as the guidance, and based on the actual case of cooperation between the author and the LX mobile phone for many years and the investigation and research, carries on the qualitative analysis to the existing channel pattern of the LX mobile phone. To find out the main contradiction between the existing marketing channel mode and the marketing channel setting of LX mobile phone, through the questionnaire investigation to the main channel members and channel managers of LX mobile phone, Focus on the main factors that affect the satisfaction of LX mobile phone marketing channel and the reasons, and get the main problems of LX mobile phone marketing channel. Aiming at the current situation and existing problems of LX mobile phone marketing channel, this paper puts forward the mode of "independent operation under mixed channel" innovatively, and according to the actual operation situation of LX marketing channel, it makes the choice of channel member and the incentive of channel member. The evaluation of the channel members and the assessment of the channel members are expounded, so as to establish the management system and safeguard measures of the LX mobile phone marketing channel. Through case study, investigation and analysis, environment analysis of LX mobile phone marketing channel, this paper draws the conclusion that with the maturity of Internet technology, the strength of household appliance chain stores, and the enhancement of mobile phone channel by operators, In order to make LX mobile phone gain more market share in the fierce market competition, more products profit must be redesigned to the existing marketing channel model, and the channel management system should be perfected. Only in this way can we improve the efficiency of channel operation and effectively control channel cost. Through the re-construction of the marketing channel mode of LX mobile phone, the management level of LX mobile phone channel and the enhancement of market competitiveness are greatly promoted.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.63

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