国产手机营销渠道创新研究—以华为手机为例.pdfVIP

本科论文 摘 要 21 世纪以后，手机逐渐走进我们的生活中，成为生活的必需品。起初，国外手机品 牌占据着中国大部分市场，但因为技术发展的契机，国产手机逐渐崛起，甚至能与某些 国外著名手机品牌—苹果和三星相媲美，国产手机之所以能取得这样的成绩，关键在于 选择正确的营销渠道模式。渠道不仅影响着国产手机生产商所获得利益，也影响着其品 牌形象和品牌定位，所以说，选择正确的营销渠道模式是国内外手机竞争市场的关键。 本文通过运用对比的手法，在大量事实数据基础之上，运用 PEST 分析法和波特五力分 析法对国产手机营销环境进行精细分析，结合华为手机营销渠道管理现状反映出国产手 机营销渠道方面的问题，最后总结出针对国产手机营销渠道相应的创新对策。 关键字：营销渠道，渠道模式，国产手机 本科论文 Abstract After the 21st century, mobile phones gradually come into our lives and become the necessities of life. At first, foreign mobile phone brands occupied most of Chinas market, but because of the opportunity of technological development, domestic mobile phones gradually rose, even comparable to some famous foreign mobile phone brands - Apple and Samsung. The key to the success of domestic mobile phones is to choose the right marketing channel model. Channel not only affects the benefits of domestic mobile phone manufacturers, but also affects their brand image and brand positioning. Therefore, choosing the right marketing channel mode is the key to the domestic and foreign mobile phone competitive market. Based on a large number of factual data, this paper uses PEST analysis and Porters five forces analysis to analyze the marketing environment of domestic mobile phones. Combined with the current situation of Huaweis mobile phone marketing channel management, this paper reflects the problems of domestic mobile phone marketing channels, and finally summarizes the corresponding innovation countermeasures for domestic mobile phone marketing channels. Keywords:Marketing,Channel mode, Home-made mobile phone 本科论文 目 录 前 言 1 1 绪论2 1.1 研究背景及意义2 1.2 国内外相关研究文献述评2 1.2.1 国内研究现状2 1.2.2 国外研究现状3 2 营销渠道相关理论综述4 2.1 营销渠道的定义4 2.2 营销