【作者】 付冰；

【导师】 蔡小于；

【作者基本信息】 四川大学 ， 工商管理， 2003， 硕士

【摘要】 我国的手机市场经过这么几年的超常规发展，目前已经成为全球最大的手机消费市场。而随着2002年初中国联通CDMA网络的运行，C网手机进入市场，使原本就已竞争非常激烈的手机行业竞争更加白热化。作为手机行业中重要组成部分的经销商(代理商)，他们对国内手机行业的健康发展起着非常积极的作用。在目前竞争日益激烈、行业利润越来越低、渠道扁平化趋势发展的市场状况下，手机经销商尤其是刚进入市场不久的C网手机经销商的生存和发展情况如何就更加引人关注了。在这种背景下，研究和分析作为手机经销商核心竞争能力的销售模式也就很有价值了。 本文以三星CDMA手机国内经销商YT公司为对象进行研究，全文共分为四个部分。第一部分从理论上对如何进行销售模式的科学选择、目前四种主要的销售模式的分析研究以及销售模式的发展创新情况进行了分析；第二部分对国内外手机销售模式应用情况的发展和现状进行了分析，特别对国外移动虚拟网络运营商的销售模式做了介绍和研究，也对国内C网手机目前采用的销售模式的背景情况做了分析；第三部分结合YT公司的背景介绍，对其组织结构、代理的产品、销售模式、管理制度、与联通的合作关系等方面进行了分析，并综合这些方面对YT公司进行了SWOT的分析，从而归纳出了YT公司对销售模式的一些要求；第四部分从前面的分析中，提出了YT公司应选择MVNO(移动虚拟网络运营商)的销售模式作为自己的发展方向，并就该销售模式具体实施中的问题(如与中国联通的合作关系处理)和流程进行了详细的分析。 本论文的意义在于作者对手机行业经销商销售模式的发展提出了自己的观点:在手机市场逐渐转型的时期，建立移动虚拟网络运营商的销售模式，确定自己长期的业务经营和赢利模式。这不但为YT公司C网手机销售模式的发展提出可行的建议，也为处于市场转型期间其他手机经销商提供了有益的借鉴。更多还原

【Abstract】 Now the Chinese mobile phone market has developed to be the biggest mobile phone market in the world after recent years transnormal growth. With the operation of China Unicorn’s CDMA network in 2002, that the CDMA mobile phones come into the market makes the dog-eat-dog mobile phone industry more white-hot. As the important component of mobile phone industry, the mobile phone dealer act very positive effect for the healthy development of domestic mobile phone industry. At the background of more aboil competition, more low industry profit and more short distribution channel, the existence & development situation of mobile phone dealers especially the CDMA mobile phone dealers becomes more noticeable. In this kind of situation, it’s very valuable to research & analyze the sales mode which is the mobile phone dealer’s core competitive ability.The research object of this thesis is YT Company who is the national dealer of Samsung CDMA mobile phone. The thesis includes four parts. The first part includes the academic analysis of how to scientific choose the sales mode, the analysis of four major sales mode and the development & innovation of sales mode. The second part includes the analysis of foreign & domestic mobile phone sales mode’s development and status quo, especially the introduction of foreign mobile virtual network operator (MVNO) and the analysis of domestic CDMA sales mode’s market background. With the introduction of YT company’s background , the third part analyzes the YT company’s organization, product, sales mode,management system and cooperation relationship with China Unicom, and concludes the YT company’s request for sales mode on the basis of SWOT analysis of YT company. The forth part bring forward that YT company should choose Menno’s sales mode as its developing direction, and analyze some problems (such as the cooperation relationship with China Unicom) in the course of operating MVNO and the detailed procedure of how to develop Menno’s sales mode.The meaning of this thesis is that the author bring forward the viewpoint for the development of mobile phone dealer’s sales mode: setting up the mobile virtual network operator’s sales mode in the period of remodeling mobile phone market, forming long-term business and profit mode. This provides not only the actual suggestion for the development of YT Company’s CDMA mobile phone sales mode, but also useful reference for other domestic mobile phone dealers.更多还原