本文選題：手機分銷 + 網(wǎng)絡背景��； 參考：《北京郵電大學》2013年碩士論文

【摘要】：網(wǎng)絡背景下,手機行業(yè)銷售渠道主要發(fā)生了以下變化：一是傳統(tǒng)手機分銷商間的渠道沖突發(fā)生新的變化；二是新型渠道形式——網(wǎng)絡渠道的出現(xiàn)；三是手機分銷產(chǎn)業(yè)鏈的變革引起了渠道主體地位的變化——電信運營商在手機分銷產(chǎn)業(yè)鏈中的主導作用越來越強。這些變化使我國手機行業(yè)渠道扁平化和多元化的趨勢越來越明顯。作為傳統(tǒng)手機分銷行業(yè)的重要中間環(huán)節(jié)——全國代理商,所面臨的渠道成員關系更加復雜,渠道沖突類型更加多樣,由此帶來的損失也越來越大。因此,如何緩解渠道成員之間的沖突,提高渠道協(xié)同能力成為網(wǎng)絡背景下國代商需要面對和急需解決的重要問題。 本論文首先運用文獻研究方法,對國內(nèi)外關于渠道沖突的相關研究進行總結(jié),并找到本文研發(fā)思路。接著通過運用具體的相關博弈模型分別對網(wǎng)絡背景下國代商間渠道沖突的新變化,以國代商為代表的傳統(tǒng)渠道與網(wǎng)絡渠道間的渠道沖突和國代商與電信運營商間的渠道沖突三個方面展開分析,深層次地探討了網(wǎng)絡背景下國代商面臨的渠道沖突的根源及沖突過程。最后結(jié)合博弈分析結(jié)果,從渠道協(xié)同的角度給國代商提出了渠道沖突管理對策和建議。
[Abstract]:Under the network background, the following changes have taken place in the sales channels of the mobile phone industry: first, the new changes have taken place in the channel conflicts among the traditional mobile phone distributors, the second is the emergence of the new channel form-the network channel;Third, the transformation of the mobile phone distribution industry chain has caused the change of the main position of the channel-the dominant role of the telecom operators in the mobile phone distribution industry chain is becoming stronger and stronger.These changes make our mobile phone industry channel flat and diversified trend more and more obvious.As an important intermediate link in the traditional mobile phone distribution industry, the national agent faces more complicated channel member relations, more diverse channel conflicts, and the resulting losses are becoming greater and greater.Therefore, how to alleviate the conflicts among channel members and improve channel coordination ability has become an important problem that national representatives need to face and need to solve urgently under the network background.Firstly, this paper summarizes the relevant research on channel conflict at home and abroad by using literature research method, and finds out the research and development ideas of this paper.Then through the use of specific relevant game models, respectively under the network background of the new changes in the channel conflict between the state and business,This paper analyzes the channel conflict between the traditional channel and the network channel, and the channel conflict between the state representative business and the telecom operator.In this paper, the origin and process of channel conflicts faced by state representatives under the background of network are discussed.Finally, combined with the result of game analysis, this paper puts forward the countermeasures and suggestions of channel conflict management from the angle of channel coordination.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F224.32;F724.1;F426.63

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本文編號：1766251