OPPO手机的营销渠道研究.docx

摘要 营销渠道的差异化竞争正逐步成为我国手机厂商关注的重点。近 几年，国产手机在缺乏品牌优势以及核心技术的背景下，依靠在营销 模式方面的创新迅速崛起，抢占了大量市场份额。 OPPO 手机作为近年来迅速崛起的国产手机代表，它在 2008 年正式推出音乐手机产品后， 便凭借着强劲的音质迅速赢得音乐发烧友的青睐，仅经过一年多的发 展便迅速进入国内手机市场份额前十位，发展势头强劲。本课题主要 从营销渠道方面来解析 OPPO 手机的成功经验， 包括渠道模式、渠道特点及发展状况等，试图找到在 OPPO 手机迅猛发展过程中发挥着重要作用的渠道因素， 同时针对当前 OPPO 手机营销渠道中存在的问题， 提出有针对性的改进型意见与建议， 以期对 OPPO 手机业务后续发展以及国内其他手机品牌的渠道建设提供一定的参考及借鉴作用。 关键词： OPPO 手机；营销渠道；渠道模式 Abstract Differentiation of marketing channel competition is gradually becoming Chinas mobile phone manufacturer focused on.In recent years, domestic handset under the background of the lack of brand advantage and core technology, rely on the rapid rise of innovation in marketing model, grab a large amount of market share.OPPO mobile phone as a representative of the rapid rise in recent years the domestic mobile phone, it officially launched in 2008 after the music mobile phone products, and win the favor of the music enthusiasts with strong quality quickly, only after more than a year of development quickly into the domestic mobile phone market share of the top ten, development momentum.This topic mainly from the aspects of marketing channel to resolve the successful experience of OPPO mobile phones, including channel mode, the channel characteristics and development status, etc., trying to find the OPPO mobile phones play an important role in the process of rapid development of the channel factors, at the same time, in view of the current problems existing in the OPPO mobile marketing channel, targeted modified opinions and Suggestions, in order to OPPO mobile phone business, and other domestic mobile phone brand further development of channel construction to provide certain reference and reference. Keywords: OPPO mobile phones; Marketing channels; Channel mode 目录 引 言 1 一、OPPO 公司及营销渠道的简介 1 （一） OPPO 公司的简介 1 （二） OPPO 手机营销渠道的简介 2 OPPO 手机的营销渠道模式 2 OPPO 手机的渠道特点及发展状况 3 二、 OPPO 手机的渠道问题分析 4 （一） OPPO 手机渠道模式过于单一化 4 （二） OPPO 手机与竞争者之间的差距 4 忽视了 OPPO 手机的品牌形象 4 OPPO 手机的渠道拉