TCL手机分销渠道的设计与开发实践研究

F405200210TCL()1.2.3.4.5.6.7.8.9.EmpiricalStudyonDesignandDevelopmentOfDistributionChannelofTCLMobileDistribution;ModeloftheChannel;TerminalTCLTCLTCL(1)TCLSWOTTCL(2)(3)TCLTCLTitle:EmpiricalStudyonDesignandDevelopmentofDistributionChannelofTCLMobileMajor:BusinessAdministrationName:XuFuminSignature:Supervisor:LvChunxiaoSignature:AbstractDistributionisanimportantpartofmarketing;competitionisnotonlyadvancedtechnologybutalsostrongabilityofdistribution.ThispaperstudiesonthemarketcircumstanceofTCLmobile,discussthestepsandmethodsofanalyzing,designingandevaluatingthedistributionchannel,andsummarizestheexperienceofdevelopingtheTCLmobiledistributionmodelanddistributionterminal.(1)Itanalyzesthedomesticmarketcircumstanceofmobileandtheadvantageanddisadvantageofmobilesofforeignbrands,anddiscoversthatthethreemainforeignmobilecorporationshaveproblemsintheirthedistributionchannels.Also,itmakescomparisonofthedistributionmodelandmanagementandcontrolmethodsamongseveraldomesticmobilecorporations.Atlast,itanalyzesthedistributionchannelofTCL,summarizesandevaluatesthedistributionchannelmodelofTCLmobile.(2)Intheviewoffunctionandstructureofdistributionchannel,itdiscussesthefactorsandobjectivesofchanneldesign,andputsforwardtheclient-orientdesignmethod.Also,itbuildstotalcostmodelofdesigningthedistributionchannel.Atlast,itputsforwardthemethodsofsettingoptimalchannel,selectingchannelmembersandevaluatingandcorrectingthedistributionchannelbygulfanalysis.(3)ItstudiesanddesidnstheinnovativemodelofbuildingthechannelofTCLmobileintheviewofdealersanddiscussesthetrendofthedevelopmentofdistributionchannel.TCLtakesthedistributionchannelnetworkasthemajormarketengine,andsummarizesthedevelopingprocessofsecondaryandthirdclassmarketfromthedistributionchanneltoterminalandthemanagerialregulationandtheoutlineofsalesterminal.KeyWordsDistribution;ModeloftheChannel;TerminalTypeofThesisAppliedResearch11.1.........................................................................................(2)1.2....................................................................................(4)1.3....................................................................................(4)22.1....................................................................................(6)2.2........................................................................(8)2.3.........................................................................................(9)33.1TCL.................................................................(16)3.1.1......................................................(16)3.1.2......................................................(18)3.1.3.......................................................................(19)3.2..........................................................(20)3.3.................................................(23)3.4.....................................................(26)3.5TCLSWOT................................................................(29)44.1..........................................................................(35)4.2..................................................................................(40)4.3..........................................................................(42)4.3.1...............................................................................(43)4.3.2.......................................................................(44)4.3.3.......................................................................(47)4.3.4.......................................................................(55)4.4......................................................................(58)5TCL5.1TCL.........................................................(61)5.2TCL.................................................................(62)5.3TCL.........................................................(65)5.4TCL.........................................................(70)5.5TCL.................................................................(71)5.6TCL................................................(73)5.7TCL....................................(90)6...................................................................................................................(95).......................................................................................................(96)121WTO1.11987700199410019941-10500100015002000250030001994199519961997199819991-1199419977100019981135200019991500300019991001999111-11-11999GSM199911NEC3433976421484%2020701980-19851986-19891990-19951996-2000MADEINCHINA”FDI1999200%TCL19989DWET199939252020003TCL20002042002000TCL105.93TCLTCLTCLTCL1.2TCLTCLTCLTCLTCLTCL20001.3TCL1-21-2TCL22.1DistributionChannel122-1AMA342-1,562.2(1)5%50%2-12-173050%510%3050%5060%1015%2030%3050%3050%510%(2)(3)2082.32.3.12-22-2a.101112131415(1)(2)(3)b.(1)(2)(3)(4)2.3.22-32-3804PS2-42-4a.2-52-5(1)16(2)17b.181920(1)2-6933.1TCL3.1.1a.(1)2002WTO200112112002530010.7%(2)62002ISP(3)200111b.(1)200220027%(2)20022002OEMODMc.9.8%1/3d.(1)2002(2)2002GPRSCDMA20022.5GGPRSCD