手机分销渠道分析

^论文编号:YX166 ^论文字数:16830,页数:36  附开题报告

摘  要

 从2004年家电卖场进军手机零售市场以来，手机渠道实行连锁经营、运营商采用业务捆绑销售、IT渠道介入手机销售，而这些现象越演越烈，再加电子商务在我国的发展，像西单电子商务卖场、谭文胜的北斗手机网、eBay易趣以及淘宝等网上销售的发展也成了一股不可忽视的势力，相形之下，传统的手机销售则是日渐式微。由于原来的代理制存在很多弊病，国外厂商及时进行变革自不必说，而国产手机其市场份额从当年的60%下降到40%，原有的渠道优势荡然不存。由此我们可以看到这场渠道变革的力量。那么国外手机厂商将采取什么样的分销策略呢？国产手机在渠道优势上为什么会荡然不存？手机渠道的未来又在哪里？本文拟对手机分销渠道进行详尽的分析。

『关键字』：手机  分销渠道 代理商  运营商  3G 

Abstract

 Since will march into the retail market of the cell-phone in the sales field of electrical home appliances in 2004, cell-phone channel implement chain operation, operator adopt business truss up sale , IT channel get involved cell-phone sell . And these phenomena are more and more fiery, in addition the development in our country of e-commerce, like E-commerce sales field of Xidan, The Big Dipper cell-phone network which Tan Wen won, eBay eachnet and the Taobao’s development selling on the net has become a share of forces that can't ignore too. By contrast, it is declining day by day that the traditional cell-phone is sold. Because the original agent makes a lot of disadvantages, the foreign manufacturer carries on and since needn't speak to improve in time, and home-made cell-phone market share its drop to 40% from 60% in those years, the already existing advantage of irrigation ditch is swung too rightly to deposit. What kind of distribution tactics will foreign cell-phone manufacturer adopt? Why is the channel advantage of the home-made cell-phone lost? Where is the future of the channel of the cell-phone? This text plans to carry on exhaustive analysis to the distribution channel of the cell-phone.
『Key word』: Cell-phone  Distribution channel  Agent  Operator  3G

目录
一. 手机分销渠道发展的沿革概述： 4
１. 手机起步时候的分销渠道 4
2.国产手机的渠道结构： 8
3.目前典型的国外手机厂商的渠道结构： 8
二. 对几种常用的手机分销渠道的对比分析： 10
1.区域多家总代理制 10
2.区域独家总代理制 11
3、直营制的分销体系 12
三. 影响手机分销发展的四点因素： 13
1.产品特性 13
2.市场结构  13
3.市场竞争情况 13
4.技术因素 14
四. 手机渠道变革的力量 14
1.手机市场状况发生了变化 14
2.运营商介入直接影响到手机渠道格局的变化 15
3.强势的卖场的崛起，直供模式冲击手机市场 18
4.FD颠覆传统营销模式，促使手机分销渠道裂变 19
5.随着3G牌照发放，促使手机渠道进行整合 21
6.渠道的“黑客”，电子商务的发展给手机分销渠道发展的影响 23
五. 案例：从国外手机与国内手机在渠道方面的竞争看渠道的变革 24
1.洋品牌手机分销模式：借力发力 25
2.国产手机分销模式：自建渠道 26
六. 未来手机分销渠道走向 28
1．渠道规模化 28
2.渠道业务的多元化 29
3.手机分销渠道扁平化 30
4.手机分销渠道品牌化 30
5.手机分销模式复杂化 31
七. 对我国分销渠道分析带来的启示 31
1.手机渠道的机遇和挑战 31
2. 几点建议 32
主要参考文献： 34
致   谢 35

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