【作者】 宋妍焱；

【导师】 赵占波； 窦文章；

【作者基本信息】 北京大学 ， 软件工程， 2008， 硕士

【摘要】 我国手机经过近20年的发展已经取得了举世瞩目的成绩。伴随着手机制造业的飞速发展,手机分销渠道也在发生着变革:一方面原有的渠道商不断分化,旧代理商逐渐被手机专业连锁超市、大型家电连锁超市等新型渠道商取代;另一方面手机渠道商业运作模式不断创新,直供模式、FD(省级直供平台)模式和订制模式逐渐成为主流。手机渠道模式的变革对相关理论研究提出了挑战。虽然西方关于渠道变革的著述颇多,但是其分析模型却很难直接应用于我国特殊经济环境。因此作者在西方传统渠道理论的基础之上结合我国现有研究成果,总结出一个适用于研究我国手机分销渠道变革的分析模型。文章首先对国内外渠道变革理论进行了综述,在前人的研究成果上提出了本文的分析模型,然后通过对我国手机行业及业内四家手机生产商的分析加以验证。作者希望将该模型应用于我国手机渠道的营销实践中,帮助我国手机厂商分析渠道演变的规律,应对渠道模式的变化,并制定更切实可行的渠道策略。更多还原

【Abstract】 Having been developed for 20 years, the mobile phone industry of our country has got the whole world’s attention. While the mobile phone manufacturing is experiencing a fast growth, a great change has taken place in channel:on one hand, original channel companies divide continuously, new companies flow out such as the professional mobile phone supermarket and the large appliance chain supermarket, which gradually become leading roles instead of original business agents; on the other hand, business operation mode of the industry puts forth new ideas continuously, market quota of the layer class agency system and the layer class retail system wither increasingly, while the direct supplying mode and the FD(Fulfillment Distributor)mode, order to make mode become main stream.The channel reform has made a great challenge to the relevant theories. Although the theories of the channel reform are quite mature and applicable in western countries,they meet a great difficulty in applying to Chinese unique situation. So the author tried to summary the research achievement both outside and inside the country to develop a modified model which can be used on the reform of the Chinese mobile distribution channels.This research reviews channel relationship theories first, then puts forward this article’s analysis model, at last, take it in to verify by the analysis of the China Mobile Phone industry and four typical Manufacturers. The author wish the model could be used in the field of mobile phone marketing channels practice, and hope it could help the mobile phone manufactures to analysis the evolution of channels, against the channels reform and build more practical channel strategies.更多还原