OPPO手机渠道策略研究.docVIP

PAGE 摘 要 经过10多年的发展，中国的手机市场俨然成长为全球竞争最激烈的战场。国内外手机品牌你争我夺，尽显其能。国产手机在缺乏核心技术，没有品牌优势，没有规模优势的情况下，于2003年上半年夺得了中国手机市场的半壁江山。其中，渠道的建设是其取得成功的重要因素之一。 本论文对我国手机渠道发展阶段进行了阐述，对OPPO手机的渠道现状进行了分析，找到了OPPO手机渠道存在的问题。根据相关的渠道理论，结合OPPO手机的实际情况和公司的具体资源，从渠道结构、渠道成员的选择、渠道激励、渠道冲突的管理等方面，提出了适合OPPO手机发展的渠道策略。最后，从销售人员、终端建设等方面提出了改进OPPO手机销售渠道的具体建议。希望这些策略和建议的提出能为公司的进一步发展做出应有的贡献。 关键词 OPPO手机 渠道策略 渠道结构 渠道冲突 Abstract Since the dozens of years’ development, China mobile phone market has become the fiercest battlefield for domestic and foreign mobile phone brands, who compete intensely to win the market. Although lack of core technology, brand advantage and scale advantages, domestic mobile phone won the 50% of China mobile market in first half of year 2003. Among which, construction of mobile phone sales channel makes a great effort to success. Through the analysis of current situation of China mobile phone OPPO’s sales channel, this paper expounds the development stage of domestic mobile phone sales channel, and gets the problems existing in the OPPO mobile phone sales channel. According to correlative channel theory and connecting with actual conditions and specific resources of OPPO mobile phone, this paper put forward the suitable channel strategy for its development from aspects of channel structure, selection of channel members, motivation of channel and management of conflicts in channel. In the end,this paper provides specific suggestions for improving the OPPO mobile phone sales channel,from the aspects of sales members training, terminal construction and so on. The stategies and suggestion in this paper are wished to do something for further development of OPPO. Keywords：OPPO mobile Channel strategy Channel structure Channel conflict 目 录 TOC \o 1-2 \h \z \u 前 言 1 一、分销渠道相关理论概述 3 1．分销渠道的概念 3 2．分销渠道的职能和作用 3 3．分销渠道的结构 4 二、我国手机销售渠道的现状分析 6 1．我国手机销售渠道发展的主要历程 6 2．我国手机销售渠道的基本类型 9 三、OPPO手机渠道现状及存在的问题 12 1．OPPO手机公司概况 12 2．OPPO手机渠道现状及问题分析 13 四、OPPO手机渠道结构和成员选