【摘要】：二十一世紀以來,隨著通訊技術日新月異的快速發(fā)展,我國通訊行業(yè)也取得了突飛猛進的進展。國內手機行業(yè)中,基本上是遵循著廠家—代理商—批發(fā)商—零售商—消費者這樣的渠道鏈條在運作著。手機代理商在手機行業(yè)渠道中的地位十分關鍵,他們在手機行業(yè)的發(fā)展中扮演著重要的角色。但是近幾年,國內手機分銷市場競爭愈演愈烈,手機銷售渠道也逐漸紛繁復雜。在目前渠道扁平化趨勢發(fā)展的市場環(huán)境下,傳統的金字塔型手機渠道模式,已經無法滿足當今消費市場的需要,手機銷售渠道扁平化和多元化大勢所趨。沈陽S公司作為遼寧地區(qū)手機產品的省級代理商,擁有專業(yè)化程度高,很難被其他的分銷模式所代替的自身優(yōu)勢,但是自從電信運營商全面推進渠道扁平化建設以后以及電商時代的開啟,電信運營商也開始自建電信渠道,甚至都可能關閉部分自有營業(yè)廳,沈陽S公司的代理地位更是岌岌可危。如何提高沈陽S公司在手機市場的競爭力,使之在競爭市場中能夠立于不敗之地,是沈陽S公司亟待解決的主要難題。本文首先結合所學的環(huán)境PEST分析法、SWOT分析矩陣分析論述了沈陽S公司建立市場營銷策略的必要性。然后采用市場營銷組合4P理論和BCG矩陣法對沈陽S公司做出了各種建設性的營銷策略改進研究。本研究在為沈陽S公司提供營銷策略指導方案的同時,希望對其他手機代理商制定營銷策略也具有一定的理論指導和現實借鑒意義。
[Abstract]:Since 21 century, with the rapid development of communication technology, China's communications industry has also made rapid progress. Domestic mobile phone industry, basically follow the manufacturer-agent-wholesaler-retailer-consumer channel chain in operation. Mobile phone agents play an important role in the development of mobile phone industry. However, in recent years, the competition in the domestic mobile phone distribution market is becoming more and more intense, and the channels of mobile phone sales are becoming more and more complicated. In the current market environment of flat channel development, the traditional pyramid mobile phone channel model has been unable to meet the needs of today's consumer market, mobile phone sales channels flat and diversified general trend. Shenyang S Company, as a provincial agent of mobile phone products in Liaoning area, has a high degree of specialization and can hardly be replaced by other distribution models. However, since telecommunications operators have fully promoted the flat construction of channels and the opening of the era of e-commerce, telecommunications operators have also begun to build their own telecommunications channels, and even may close some of their own business rooms. Shenyang S Company's agency status is even more precarious. How to improve the competitiveness of Shenyang S Company in the mobile phone market and make it in an invincible position in the competitive market is the main problem that Shenyang S Company needs to solve. In this paper, the necessity of establishing marketing strategy of Shenyang S Company is discussed in combination with environmental PEST analysis and SWOT analysis matrix analysis. Then the 4p theory of marketing mix and BCG matrix method are used to improve the marketing strategy of Shenyang S Company. This research not only provides the marketing strategy guidance scheme for Shenyang S Company, but also has some theoretical guidance and practical reference significance for other mobile phone agents to formulate marketing strategy.
【學位授予單位】：沈陽理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F721

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本文編號：2431954