诺基亚渠道策略研究.doc

西安交通大学城市学院本科生毕业设计（论文） 摘要 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT II PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT I 摘要 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT - 1 - 摘 要 本论文通过对诺基亚品牌手机营销策略的研究，主要针对诺基亚出现的“渠道崩盘”事件展开讨论与分析，提出其存在问题和相关的解决策略，阐述了手机市场的发展现状(市场规模和结构、市场特点等)和未来趋势，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研究分析。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。 本文系统地提出了诺基亚品牌手机的营销策略，并主要通过对诺基亚“渠道崩盘”事件进行的深入研究分析。第一部分主要围绕手机行业及渠道概况展开阐述，第二部分就诺基亚手机市场环境进行全面分析，第三部分主要分析诺基亚现有的营销渠道以及存在的问题，第四部分针对诺基亚手机渠道的分析，提出一些解决问题的建议和策略，以供参考。 关键词：诺基亚，营销渠道，优化策略 ABSTRACK PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT - 1 - PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT III ABSTRACK In this paper, the marketing strategy of the Nokia brand mobile phone, Nokia channels crash event discussion and analysis put forward their problems and solution strategies on the development status of the mobile phone market (market size and structure,market characteristics, etc.) and future trends in the status of competition in the mobile phone market, the competitive landscape, consumer market demand, domestic and foreign mobile phone manufacturers marketing strategy research and analysis.Marketing channels as a carrier of the marketing campaign, bear significant marketing duties to complete the transfer of goods from the production areas to the areas of consumption, plays a vital role in the development of enterprises. This paper systematically presents the Nokia brand mobile phone marketing strategy, and mainly through the Nokia channel crash event in-depth research and analysis. The first part mainly around the mobile phone industry and channel profiles expand elaborated on the second part of Nokia comprehensive analysis of the market environment, and the third part analyzes the Nokia existing marketing channels, as well as problems, the fourth part of the channel for Nokia mobile phones, put forward some suggestions to solve the problem and strategies for reference. KEY WORDS: Nokia, Marketing