迪比特手机分销渠道研究.pdfVIP

要 中国的手机市场长期以来被摩托罗拉、诺基亚等国际手机巨头所垄断。但是 从2001 年开始，随着国内手机企业陆续进入手机市场，到 2002 年，国产手机通 过渠道变革实现了整体的市场突围，市场占有率突破了30%，2003 年上半年市场 占有率又一举突破 50% 。而与此相对应，国外品牌手机的市场占 率却在急速下 降。但是峰回路转，从04 年起，国产手机市场份额不断下滑，到目前的不足30% 。 在这场渠道变革中以上海迪比特公司的渠道策略最具代表性，公司2001 年开始从 事手机业务，到2005 年8 月，在近4 年的时间内，其分销渠道经历了全国总代理、 自建分销渠道、区域买断、省级直供模式。纵观中国手机行业分销渠道的发展历 程，我们可以发现，上海迪比特公司的渠道变革过程其实是中国手机行业渠道发 展的一个缩影。 本文运用相关渠道理论，结合手机行业特性，以迪比特手机渠道为重点，详 细描述了2001 －2005 年间迪比特的渠道变革过程，并通过对事实和细节的分析， 深刻揭露导致迪比特手机衰败的渠道因素，并在文章的结尾 针对性地提出就解 决问题的办法。 本文通过采用比较研究的方法，将国内外手机市场中不同企业的分销模式加 以研究，考察国内手机市场分销渠道的演化过程，简单描述了诺基亚、摩托罗拉、 联想的渠道变革，从中总结出成功变革的核心所在，从侧面反映出迪比特手机分 销渠道的问题，最后在此基础上对迪比特手机分销渠道变革提出建议。 关键词：上海迪比特 渠道变革 省级直控分销商 渠道扁平化 保价 1 Abstract China mobile market had been monopolized by several multinational companies, (such as Nokia and Motorola) for so many years. But since 2001 ，Domestic mobile companies had developed rapidly through Channel transformation. They broke out from the net weaved by Nokia and Motorola and their market share came to30% in 2002.Whatever, The market share had been got to 50%, then more than 50% in the first half year of 2003. Comparing with the situation of home market, the share of foreign brand decreased sharply. But unfortunately, from 2004 to now, the market share of domestic mobile companies decreased dramatically, and less than30% at present. During this channel transformation event, Shanghai DBTEL was the typical one of the home companies, it began to operate the mobile business in 2001, By the time of August 2005, its distribution channel pattern had experienced national general agent, self-building distribution channel, FD (Fulfillment Distributor), and so on. The course of DBTEL channel transformation is just like the epitome of channel development of China mobile I