本文關鍵詞：L公司高端手機營銷策略研究　出處：《北京交通大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 移動終端 電信運營商 全國性代理商 營銷策略

【摘要】：L公司是中國某電信運營商集團公司旗下負責定制通信終端及業(yè)務的采購、銷售與服務的全資子公司,主營終端為移動通信類產(chǎn)品,該公司成立于2005年7月。由于具有特殊的電信運營商背景,L公司一方面要服務于母公司,輔助母公司的戰(zhàn)略發(fā)展；另一方面專注于移動通信產(chǎn)品的營銷服務,是蘋果、三星、諾基亞、摩托羅拉、華為、中興、酷派等諸多手機制造商的合作伙伴,在國內(nèi)手機分銷領域中占有特殊的地位,是WCDMA終端分銷領域最重要的分銷商之一。 由于移動終端產(chǎn)品和其他產(chǎn)品的差異,造成了目前手機市場的分銷渠道復雜而獨特的情況：渠道模式多樣化,格局趨于復雜；種類繁多的品牌和型號,創(chuàng)新的速度快,生命周期逐漸縮短,市場形勢變化快,需要對市場作出快速反應。 從具體內(nèi)容來看,本文介紹了手機營銷的相關概念,利用波特五力模型和SWOT分析模型對于L公司面臨的內(nèi)外環(huán)境以及機遇挑戰(zhàn)進行了詳細的分析,隨后在選定具體產(chǎn)品和列舉大量數(shù)據(jù)的基礎上對L公司產(chǎn)品上市前期和上市后的策略進行研究,并用銷售數(shù)據(jù)印證營銷策略的正確與否,從而總結(jié)出在產(chǎn)品選擇、銷售目標規(guī)劃、生命周期規(guī)劃、渠道規(guī)劃以及促銷活動等方面需要注意和改進的問題。 綜上所述,本文運用比較分析、理論研究與實踐相結(jié)合等方法,列舉大量數(shù)據(jù)進行該公司銷售策略的分析,將結(jié)果與預期相比較,總結(jié)出高端手機銷售中存在的問題,從而給管理者以決策上的支持。同時,對其他同類手機分銷企業(yè)提供策略上的參考。
[Abstract]:Company L is a wholly owned subsidiary of a telecom operator group company in China responsible for the purchase, sale and service of custom-made communication terminals and services. The main terminals are mobile communications products. The company was founded in July 2005. Due to its special telecom operator background, the company needs to serve the parent company on the one hand and assist the strategic development of the parent company; On the other hand, focusing on mobile communications products marketing services, is Apple, Samsung, Nokia, Motorola, Huawei, ZTE, Cool Pai and many other mobile phone manufacturers partners. It is one of the most important distributors in the field of WCDMA terminal distribution. Because of the difference between mobile terminal products and other products, the distribution channel of mobile phone market is complex and unique: the channel mode is diversified, the pattern tends to be complex; A wide variety of brands and models, the speed of innovation, life cycle gradually shortened, market situation changes quickly, need to make a rapid response to the market. From the specific content, this paper introduces the relevant concepts of mobile phone marketing, using Porter five Force Model and SWOT analysis model to analyze the internal and external environment and opportunities and challenges faced by L Company in detail. Then on the basis of selecting specific products and enumerating a large number of data, this paper studies the pre-market and post-market strategies of L Company's products, and proves the correctness of marketing strategies with sales data. The problems need attention and improvement in product selection, sales target planning, life cycle planning, channel planning and promotion activities are summarized. To sum up, this paper uses the methods of comparative analysis, theoretical research and practice, enumerates a large number of data to analyze the company's sales strategy, and compares the results with expectations. The problems in high-end mobile phone sales are summarized in order to give decision support to managers. At the same time, it provides a strategic reference for other similar mobile phone distribution enterprises.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.63

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