XX企业的营销渠道研究

ZX通讯手机营销渠道分析

摘要

随着通讯技术的发展，3G的逐渐成熟，手机制造商之间的竞争越演越烈，企业的销售渠道对企业的成败起着关键性的作用。而且随着苏宁、国美等大型家电连锁店的加入，手机销售渠道也变得更加复杂了。ZX通讯手机起步于1998年，一直坚持走自主研发的道路，经过十余年的发展历程，已成为世界第六大的手机制造商。但是由于ZX通讯手机一直走的是运营商定制发展路线，这使得ZX通讯手机的营销渠道上存在着较大的问题，因此，有必要对其营销渠道进行研究。

本文将在有关营销渠道的理论研究的基础上，结合ZX通讯手机的营销渠道进行案例研究，本文会先研究ZX通讯手机以及其渠道的现状，再对其宏观环境以及行业竞争环境进行一个详细的分析之后，研究ZX通讯手机的营销渠道上存在的问题，然后再根据手机的渠道优化影响因素以及影响因素，提出优化ZX通讯手机的营销渠道对策。本文的研究结果对于ZX通讯手机的营销渠道优化有一定的帮助，而且也对于其他的手机制造商在构建起营销渠道或者渠道优化方面也可以起到一定的指导作用。

关键词：通讯行业，手机，营销渠道，渠道优化

ABSTRACT

With the development of the communication technology and the mature of the 3G, the competition among mobile producers is becoming increasingly severe. The marketing channels of the enterprise play an important role to decide its success or failure. Moreover, as the large appliances chains such as Suning and Gome started to sell mobiles, the marketing channels of mobiles have become more and more complex. ZX mobile phones founded in 1998. After their devote in this industry more than ten years, it has become the sixth largest mobile phone producer in the world. However, because ZX mobile phones have always taken the telecom operators as their main clients and ignore the other channels, it makes a lot of troubles to its mobile marketing channels. Therefore it is necessary to make a research to their marketing channels.

Based on the theory of marketing channels and combined the case study of ZX mobile phones, this paper will study the status of ZX mobile phone and its channel, then do research on its macro environment and industry competitive environment. And then we will study the problems of ZX marketing channels, and then give out the prioritization strategies of ZX marketing channels according to the factors which will affect the channel prioritization and the rules which must be obeyed. The results of this paper will do help to the ZX communications for their channel optimization schemes, but also give a guide to the other handset manufacturers who need to build marketing channel or optimize their channels.

Keywords: Telecommunication Industry，Mobiles；Marketing Channels；Channels Prioritization

目录

摘要 ......................................................................................................................................... I ABSTRACT............................................................................................................................. I I

第一章绪论 (1)

1.1选题的背景及意义 (1)

1.1.1研究背景 (1)

1.1.2研究意义 (2)

1.2文献综述 (2)

1.3研究的内容与方法 (3)

第二章ZX通讯手机及其渠道现状 (5)

2.1 中国手机行业现状分析 (5)

2.1.1中国手机市场的发展状况 (5)

2.1.2中国手机市场的发展空间 (5)

2.1.3中国手机市场发展趋势 (6)

2.2 ZX通讯简介与ZX手机的发展 (6)

2.2.1ZX通讯简介 (7)

2.2.2ZX手机的发展 (7)

2.3ZX通讯手机营销渠道现状 (9)

2.3.1渠道结构 (9)

2.3.2渠道成员 (10)

2.3.3ZX手机渠道政策 (11)

2.3.4客户管理 (12)

2.4本章小结 (12)

第三章ZX通讯手机营销环境分析 (13)

3.1 ZX通讯手机营销的宏观环境分析 (13)

3.1.1政治法律环境 (13)

3.1.2经济环境分析 (13)

3.1.3社会文化环境分析 (14)

3.1.4技术环境分析 (14)

3.2 ZX通讯手机行业竞争分析 (15)

3.2.1现有竞争对手 (15)