手机行业窜货管理现状及对策分析.doc

毕业设计（论文） 题目：手机行业窜货管理现状及对策分析  手机行业窜货管理现状及对策分析 摘要 二十世纪以来，随着移动通讯技术的快速发展，我国移动通信业取得飞速发展。但是行业的快速增长同时也为企业带来诸多难解的营销课题，营销渠道冲突的管理就是其中之一，而在渠道冲突管理中，“窜货”问题尤其令人侧目。 “窜货”即产品的跨区域销售，它是一种比较常见的渠道冲突现象，又被称倒货，冲货。它严重影响了企业的品牌无形资产和企业的正常经营，消费者因混乱的价格而对产品品牌失去信心，代理商也因此而丧失对企业的信心，生产企业在不知不觉中蒙受着巨大的损失。 本文首先系统的介绍了窜货的相关理论，然后根据我国手机行业的窜货现状，对手机窜货的原因进行分析，最后结合我国手机的实际情况针对性地提出治理窜货的对策。 关键词：手机行业；营销渠道；窜货 THE MANAGEMENT STATUS AND COUNTERMEASURE ANALYSIS OF OUT OF CONTROL IN GOOD MANAGEMENT OF MOBILE INDUSTRY ABSTRACT Since the twentieth century, the mobile communication industry got the most rapidly development than never ever, thanks to China’s stable economic growth and mobile communication technology’s rapid deve1opment. But with the high development, company meet more and more problem in marketing, such as the management in the marketing channels. And the problem in the out of control in good management is the most important in it. Out of control in good management is the sale in the wrong district, and it’s the common phenomena in the channel conflicts. It severely affects the company’s brand value and normal management, and can cause consumer and agent lose the confidence in the brand. So, if the company can’t solve it, it will suffer the big loss. This article the first systematic introduction fled the goods correlation theories, then flees the goods present situation according to our country handset profession, flees the goods reason to the handset to carry on the analysis, finally unifies our country handsets actual situation pointed to propose that the government flees the goods countermeasure. Key words: mobile phone industry; marketing channels; out of control in good management 目 录 1 绪论 1 1.1 问题的提出 1 1.2 文献综述 1 2 窜货的概述 3 2.1 窜货的概念 3 2.2 窜货的成因及一般类型 3 2.3 窜货对企业的影响 4 3 手机行业窜货现状 6 3.1 手机窜货的判断方法 6 3.2 手机行业窜货现象 6 4 手机行业窜货现象的原因 9 4.1 市场竞争激烈 9 4.2 渠道结构的缺陷 9 4.3 渠道激励政策的不当 10 4.4 渠道成员管理的不善 10 4.5 不同销售环节的利润差 10 5 解决窜货问题的措施 12 5.1 制定科学的销售计划，创造良好的销售环境 13 5.2 合理划分销售区域 13 5.3 建立合理的差价体系 14