【摘要】：隨著科技的不斷進(jìn)步，作為電子消費(fèi)品的手機(jī)已經(jīng)越來(lái)越深的融入到了我們的日常生活。當(dāng)前，國(guó)內(nèi)手機(jī)市場(chǎng)競(jìng)爭(zhēng)非常的激烈，營(yíng)銷(xiāo)渠道作為手機(jī)銷(xiāo)售的主要渠道，直接影響這一產(chǎn)品為企業(yè)所帶來(lái)的直接效益，也在一定程度上影響了企業(yè)的品牌效應(yīng)和整體服務(wù)評(píng)價(jià)。在這種情況下，國(guó)內(nèi)外的手機(jī)企業(yè)都不約而同的把營(yíng)銷(xiāo)渠道作為市場(chǎng)競(jìng)爭(zhēng)取勝的關(guān)鍵所在。 本文以LX手機(jī)營(yíng)銷(xiāo)渠道存在的問(wèn)題為研究對(duì)象，以營(yíng)銷(xiāo)渠道理論為指導(dǎo)，以筆者與LX手機(jī)多年的合作實(shí)際案例及調(diào)查研究為基礎(chǔ)，對(duì)LX手機(jī)現(xiàn)有的渠道模式進(jìn)行定性分析，找出LX手機(jī)現(xiàn)有營(yíng)銷(xiāo)渠道模式與營(yíng)銷(xiāo)渠道設(shè)置之間的主要矛盾，通過(guò)對(duì)LX手機(jī)主要渠道成員及渠道管理人員進(jìn)行問(wèn)卷調(diào)研，聚焦影響LX手機(jī)營(yíng)銷(xiāo)渠道滿(mǎn)意度的主要因素及產(chǎn)生原因，得出LX手機(jī)營(yíng)銷(xiāo)渠道當(dāng)前存在的主要問(wèn)題。針對(duì)LX手機(jī)營(yíng)銷(xiāo)渠道現(xiàn)狀及存在問(wèn)題，，創(chuàng)新的提出“混合式渠道下的獨(dú)立化運(yùn)營(yíng)”模式，并根據(jù)LX營(yíng)銷(xiāo)渠道的實(shí)際運(yùn)作情況，對(duì)渠道成員的選擇、渠道成員的激勵(lì)、渠道成員的評(píng)估、渠道成員的考核等進(jìn)行闡述，從而建立起LX手機(jī)營(yíng)銷(xiāo)渠道的管理體系及保障措施。 本文通過(guò)對(duì)LX手機(jī)的營(yíng)銷(xiāo)渠道進(jìn)行案例分析、調(diào)研分析、環(huán)境分析，得出的結(jié)論是，隨著互聯(lián)網(wǎng)技術(shù)的成熟、家電連鎖賣(mài)場(chǎng)的強(qiáng)勢(shì)，運(yùn)營(yíng)商對(duì)手機(jī)渠道的加強(qiáng)，為了能夠使LX手機(jī)在激烈的市場(chǎng)競(jìng)爭(zhēng)中獲取更大的市場(chǎng)份額、更多的產(chǎn)品利潤(rùn)，LX手機(jī)必須要對(duì)現(xiàn)有的營(yíng)銷(xiāo)渠道模式進(jìn)行重新設(shè)計(jì)、完善渠道管理體系，只有這樣才能達(dá)到提升渠道運(yùn)作效率、有效控制渠道成本的目的。通過(guò)對(duì)LX手機(jī)營(yíng)銷(xiāo)渠道模式的重新架構(gòu)，極大地促進(jìn)LX手機(jī)渠道管理水平的提高及市場(chǎng)競(jìng)爭(zhēng)力的增強(qiáng)。
[Abstract]:With the development of science and technology, mobile phones, as electronic consumer goods, have been more and more deeply integrated into our daily life. At present, the competition in the domestic mobile phone market is very fierce. As the main channel of mobile phone sales, the marketing channel has a direct impact on the direct benefits brought by this product to the enterprises. To some extent, it also affects the brand effect and overall service evaluation of enterprises. In this case, domestic and foreign mobile phone enterprises are the same as marketing channels as the key to win the market competition. This paper takes the problems existing in the marketing channel of LX mobile phone as the research object, takes the marketing channel theory as the guidance, and based on the actual case of cooperation between the author and the LX mobile phone for many years and the investigation and research, carries on the qualitative analysis to the existing channel pattern of the LX mobile phone. To find out the main contradiction between the existing marketing channel mode and the marketing channel setting of LX mobile phone, through the questionnaire investigation to the main channel members and channel managers of LX mobile phone, Focus on the main factors that affect the satisfaction of LX mobile phone marketing channel and the reasons, and get the main problems of LX mobile phone marketing channel. Aiming at the current situation and existing problems of LX mobile phone marketing channel, this paper puts forward the mode of "independent operation under mixed channel" innovatively, and according to the actual operation situation of LX marketing channel, it makes the choice of channel member and the incentive of channel member. The evaluation of the channel members and the assessment of the channel members are expounded, so as to establish the management system and safeguard measures of the LX mobile phone marketing channel. Through case study, investigation and analysis, environment analysis of LX mobile phone marketing channel, this paper draws the conclusion that with the maturity of Internet technology, the strength of household appliance chain stores, and the enhancement of mobile phone channel by operators, In order to make LX mobile phone gain more market share in the fierce market competition, more products profit must be redesigned to the existing marketing channel model, and the channel management system should be perfected. Only in this way can we improve the efficiency of channel operation and effectively control channel cost. Through the re-construction of the marketing channel mode of LX mobile phone, the management level of LX mobile phone channel and the enhancement of market competitiveness are greatly promoted.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F426.63

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