手机渠道分销商的未来经营模式与创新策略研究

发布时间：2018-11-18 06:25

【摘要】：随着通信行业的快速发展和4G网络的运行,手机电商销售渠道的崛起,传统手机渠道分销商受到来自电商、厂家直供、运营商集采等多方面的挑战,同时手机分销模式的高进销差价时代一去不复返,手机渠道分销商必须及时转型,探索出符合自身发展的经营模式和创新策略。本文从分销渠道和营销理论开始,明确了分销渠道的概念、类型和构成,为后文分析手机分销渠道产业链结构和竞争态势分析打下基础；通过市场营销理论的回顾,重点针对目前手机分销企业急需的精准营销、饥饿营销理论进行了介绍。接下来,本文系统回顾了通信行业和手机渠道分销商的发展历史,通过回顾阐明了每一阶段通信行业的特点、手机分销模式、手机渠道商的渠道策略等,为下文探讨手机渠道分销商未来经营模式和策略做好准备。在此基础上,文章介绍了目前4G环境下手机市场发展的特点,运营商终端补贴的变化趋势以及行业格局和现状及未来预测,通过手机分销产业结构链的分析、手机分销商波特五力模型分析、SWOT模型分析,明确了手机渠道分销商自身优劣势及核心竞争力。通过对手机渠道分销商现有模式和策略的分析,结合手机渠道商自身资源和行业发展趋势,提出了深化改革传统分销业务、打造移动互联生态系统这两项改革策略。本文对手机渠道分销商的分析和建议旨在为我国手机渠道分销商的未来发展和转型提供参考意见。
[Abstract]:With the rapid development of the communication industry and the operation of 4G network, as well as the rise of the mobile phone e-commerce sales channels, the traditional mobile phone channel distributors have been challenged by various aspects, such as e-commerce, direct supply from manufacturers, operators, and so on. At the same time, the era of high price difference of mobile phone distribution mode is gone, the mobile channel distributor must transform in time, and explore the business model and innovative strategy that accord with their own development. Starting with the distribution channel and marketing theory, this paper clarifies the concept, type and composition of the distribution channel, which lays a foundation for the analysis of the industrial chain structure and the competitive situation of the mobile phone distribution channel. Based on the review of marketing theory, this paper introduces the theory of precision marketing and hunger marketing, which is urgently needed by mobile phone distribution enterprises. Then, this paper systematically reviews the development history of communication industry and mobile channel distributors, and clarifies the characteristics of each stage of the communication industry, mobile phone distribution mode, channel strategy of mobile channel vendors, etc. In order to explore the following mobile channel distributors in the future business model and strategy to prepare. On this basis, the paper introduces the characteristics of mobile phone market development under the current 4G environment, the changing trend of terminal subsidy of operators, the industry pattern, current situation and future prediction, and analyzes the industry structure chain of mobile phone distribution. The analysis of Porter's five Force Model and SWOT Model of Mobile phone Distributor makes clear the advantages and disadvantages and the core competitiveness of the channel distributor. Based on the analysis of the existing models and strategies of mobile channel distributors, combined with the resources of mobile phone channel distributors and the development trend of the industry, this paper puts forward two reform strategies: deepening the reform of traditional distribution business and creating the mobile interconnected ecosystem. The purpose of this paper is to provide reference for the future development and transformation of mobile channel distributors in China.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.63;F274

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