国产手机销售渠道策略研究_毕业论文.doc

毕业（设计）论文 题 目 国产手机销售渠道策略研究  国产手机销售渠道策略研究 Domestic handset sales channel research 总计 毕业设计（论文） 24 页 表 格 1 个 插 图 3 幅  PAGE IV 摘 要 本论文通过对国产的品牌手机营销策略进行研究，阐述了中国手机市场的市场发展现状(市场规模和结构、市场特点等)和发展趋势，对手机市场的竞争现状、竞争格局、消费者市场需求、国内外手机厂商的营销策略进行了详尽的分析。营销渠道作为营销活动的载体，承担着完成商品从生产领域向消费领域转移的重大营销职责，对企业的发展起着至关重要的作用。 本文系统地提出了国产的品牌手机的营销策略;并通过对中国手机市场的分析，指出国产手机企业在保证产品质量的前提下，必须在细分市场上以差异化产品为基础，以服务差异化为竞争底牌，贴近国内消费者的消费需求，准确把握客户完全满意的手机消费文化，才能在竞争中立于不败之地;同时指出战略联盟是提升国内手机企业营销能力的重要途径。最终对中国手机渠道的下一步发展趋势做了展望。 关键词：手机 销售渠道 渠道策略 渠道创新 Abstract In this paper, through the domestic mobile phone brand marketing strategy research, expounded on China’s mobile phone market, status of market development (market size and structure, market characteristics, etc.) and development trend of the mobile phone competition in the market situation, competition pattern, consumer demand domestic and foreign mobile phone manufacturers marketing strategy, a detailed analysis. As the carrier of sales conduct,the Marketing Channel plays the essential role to consummate the launching of merchandise from manufacturers into the market,which is pivotal and important for the overall development and operation of enterprises. This paper systematically put forward the domestic mobile phone brand marketing strategy; and through the analysis of China’s mobile phone market, pointing out that domestic mobile phone companies under the premise of ensuring the quality of products must be on the market segments in order to differentiate their products based on differences in service into competition cards close to consumer demand for domestic consumers, accurately grasp the customer fully satisfied with the mobile phone consumer culture in order to remain invincible in the competition; also pointed out that the strategic alliance is to enhance the capacity of domestic mobile phone enterprises an important way of marketing.Finally,it hereby concludes the outlook of the Chinahandset Mark