基于fd模式三星公司手机在中国市场的渠道变革研究-工商管理专业论文.docxVIP

万方数据 万方数据 基于 FD 模式三星公司手机在中国市场的渠道变革研究 摘 要 手机在中国市场已经广泛普及，手机销售渠道模式也呈扁平化、多元化。三 星手机为打破瓶颈，开拓市场，渠道下沉，需再次进行渠道变革。诺基亚曾在中 国市场实施 FD 渠道模式，在三四级市场有较好效果。如三星能对 FD 渠道模式进 行完善，将能够借此打开三四级市场，实现渠道下沉。 本文通过文献研究、比较研究、实地调查等方法，对三星实施 FD 渠道模式的 条件进行了研究，并设计了适合于目前市场竞争环境的 FD 渠道模式，提出了具体 的对策措施。 本文通过分析发现三星目前具备 FD 渠道模式的实施条件，但也存在缺少合适 产品、窜货、价格管控等方面的问题。同时本文对三星 FD 渠道模式实施的各环节 进行设计，通过制定成本控制、品牌专营、平台服务等原则，设定覆盖范围、资 金规模及销售提升的设计目标，结合产品线选择、IT 系统支持、物流体系建设及 渠道客户选择等基础工作，并提出严格管控窜货，激励渠道客户，完善售后服务， 强化终端促销等一系列保障措施，同时给出了相关问题的解决对策及处理方向建 议，希望通过对三星 FD 渠道模式的探讨，为企业应用 FD 渠道模式进行渠道变革 提供一定的借鉴。 关键词： 三星 手机 FD 渠道模式 RESEARCH ON THE CHANNEL CHANGE OF SAMSUNG CORP’S MOBILE PHONE BUSINESS IN THE CHINESE MARKET BASED ON FD MODEL ABSTRACT Mobile phone in the Chinese market has been widely available, the mobile phone sales channel model also showed it’s flattening and diversification. Channel of Samsung mobile phone need to transform again to break the bottleneck, to expand the market, to sink the channel. NOKIA has benefited from three and four grade market by implemented FD channel model in the Chinese market. Samsung would be able to open and sink channel to the three and four grade market, if Samsung can improve the FD channel model. Designed the FD channel model suitable for the competition environment, and the Samsung implementation of FD channel model are studied by using the method of literature research, comparative study and on-the-spot investigation. Condition of FD channel model transform for Samsung was suitable, but factors are lacked like suitable products, price control, cross boundary selling control. Aspects of the implementation of Samsung FD channel mode are designed. Formulated principles as cost control, brand franchise monopoly, platform services. Set goals of coverage, scale of funds, sales promotion. Combined with fundamental works as product line selection, IT system support, logistics system construction, channel customer choice. Put forward supporting measures as strict control of cross boundary selling, encourage