营销渠道与企业的竞争优势——国产手机制造商的营销渠道分析

上海交通大学硕士学位论文营销渠道与企业的竞争优势——国产手机制造商的营销渠道分析姓名：江山申请学位级别：硕士专业：工商管理（MBA）指导教师：孟宪忠20030608——30%MARKETINGCHANNELANDCOMPETITIVESTRENGTHOFENTERPRISETHEANALYSISOFMARKETINGCHANNELOFNATIVEMOBILEPHONEMANUFACTURERSAbstructMarketingchannelisaverysignificantfactorwhichcannotbedisregardbyanyofenterpriseinthemarketcompetition,especiallyformanufacturers.Asaplatformforproductsaleandreturnofcashflow,channelissocriticalforenterprisesenteringintomarketandimplementingdifferentcompetitivestrategiesthatitisusuallyconsideredakeytosuccess.Inanotherword,channelisaterminalcourseforenterprisestocarryouttheircompetitivestrategies.Soitisobviousofmarketingchannelsignificanceandchannelisconnectednearlytoenterprisescompetitivestrength.Howtomakeenterprisesexecutetheircompetitivestrengththroughmarketingchannel?Theauthordecidetodosomeresearchonthisproblemunderthebackgroundofmobilephoneindustryandfocusonnativemobilephonemanufacturers.Mobilephoneindustryisveryattractiveindustryrecentyears.Itissameashouseholdelectricalappliancesindustryseveralyearsago.Mobilephoneindustryisalsohaveexperienceofthecourse.Duringthisperiod,atfirst,mobilephoneofforeignfundbrandmonopolizedthemarket.Byandby,thenativemobilephonesbegantoappearinthemarketandtheyincreasedintheirmarketshare.Nowthemarketshareofnativemobilephonehasreached30%ofthewholemarketandwecanmakeaconclusionthatnativemobilephoneshaveobtainedthefirstsuccessinthismarketbattle.Why?Inthebeginningofthisarticletheauthorgivesadirectanswerforthat.Thatischannel.Comparetoforeignmanufacturers,nativemanufacturersarebetteratmarketingchannel.Andbecausetheearlymarketofmobilephoneprovidedsomeopportunitiesfornativemanufacturers.Theycouldgrowupsoquicklyandsecuredsomemarketshareofthismarket.Duringthebeginningofmarket,marketingchannelisoneofimportantstrengthsofnativemanufacturers.Infact,itisnotperfect.Itisimpossiblefornativemanufacturerstomaintainthisstrengthforever.However,asthenativecourseofforeignmanufacturersisgoingon.Thegapinthemarketingchannelisminimizedgreatly.Ontheotherhand,therearestillmanyproblemsinthemarketingchannelofnativemanufacturers.Sothisarticlejustfocusesonthenativemanufacturersperformanceinthemarketingchannel,thereasontofirstsuccess,theanalysisofstrengthandweakness,etc.Baseontheseanalysisandeconomicrule,theauthormeasuresthechannelofnativemanufacturersanddigssomeshortcomingsonthis.Atlast,theauthorprovideshisconstructivesuggestions.MBAMBAPhilip.kotler[1]Bert.Rosenbloom[2][3]Philip.kotlerBert.Rosenbloom[4]Philip.kotler[5]2-1(1)(2)(3)4MBAnn2-1(1)(2)(3)4(1)(2)(3)(4)A:C:M:R:W:2-11.MCMRCMMCCWRAWRMBA2.3.4.5.2-2a:d:e:g:b:c:f:h:2-2Figure2-2DifferentFlowsinTheMarketingChannelbahcfgdeMBAMBA3-1Figure3-1TheChannelModelofTheSoleDistributorinEachArea++++22223-11.2.3.MBAAB,CAB,CMBA+++…+1.2.3.1.2.3.TCL90TCLTCLTCL2000TCL+++2040MBA1.2.3.1.2.K505[7]MBAMBAMBA4-1MBALGNEC4-14-2MBA2002100TCL1581.411115.46678.55530.53286.0825.76%18.17%11.05%8.64%4.66%29.26%22.28%5.70%3.17%9.65%-3.5%-4.11%5.35%5.47%-4.99%MBA4-2MBA*TCLTCL10020035-115%---20%20%5%5%---10%MBAVijayVishwanathJonathanMarkMBAMBATCLMBAMBAMBAMBAMBAMBAMBAMBAMBAMBA11008002100100035006000MBAMBA/TCL///0.853/90.710/130.342/250.484/180.9941.732/71.201/161.278/160.714/201.62751.09/1371.110/373.990/551.94024.075/312.215/68.832/68.86815.161/2029.882/1741.327/26163.3023.165/123.931/91.052/255.080115.335/1192.842/14346.958/7202.411573.090/3555.990/4220.740/13342.78928.160/1031.270/717.550/1723.2592.600/160.780/19-7.920/21-23.8972.760/160.8401/19-7.290/217.049MBAMBAMBAMBA0100020003000400050006000700020002001200220037-12000~2003MBAMBAMBAMBAMBA123…MBAMBAMBAPhilip.Kotler30%~40%[14]GeneR.Tyndall20%~30%[15]MBAMBAMBAMBAMBA[1]PhilipKotler,591[2]BertRosenbloom,8[3]6[4]67[5]PhilipKotler,594595[6]59[7][8]VijayVishwanathJonathanMark199712[9]BertRosenbloom,286[10]BertRosenbloom,286[11]PhilipKotler,610[12][13]390[14]PhilipKotler,648[15]GeneR.TyndallWeMustManageChangebeforeItManagesUs,MarketingNews(February5,1990)[16]BertRosenbloom,311[17]JamesL.Heskett,NicholasA.Galskowsky,andRobertM.Ivie,BusinessLogistics,(NewYork:RonaldPress,1973):250-251[18]BertRosenbloom,330营销渠道与企业的竞争优势——国产手机制造商的营销渠道分析作者：江山学位授予单位：上海交通大学相似文献(3条)1.学位论文张慕勇摩托罗拉手机营销渠道模式研究2005摩托罗拉公司是最早进入中国手机市场的世界知名通讯企业，并靠出色的管理以及优质的产品曾经一度占据国内市场90％以上的份额。随着国外手机企业的纷纷进入以及国产品牌的逐渐崛起，摩托罗拉原有的竞争优势不断受到威胁。营销渠道作为企业核心竞争力的重要来源，很大程度上制约企业整体竞争战略的实施效果。摩托罗拉营销渠道模式改革滞后就是致使其市场份额不断下滑的重要原因之一。因此，如何及时地根据公司内外环境的变化对营销渠道模式做出完善和优化是摩托罗拉当前急需解决的问题。　　本文通过总结摩托罗拉营销渠道模式的演进历史，客观评价各模式的优缺点，并重点对其营销渠道模式现状进行研究，比较其他手机制造商的营销渠道模式，找出当前渠道中存在的问题与矛盾，即：分销商层次过多、效率低下；直供终端严重影响渠道分销商积极性；在与运营商和连锁零售商之间的供货谈判承受巨大议价压力。再结合摩托罗拉的外部环境，特别是行业内五种竞争力量的强弱对比，对其营销渠道进行SWOT分析，确立公司营销渠道模式优化的方向与原则，为摩托罗拉的营销渠道模式进行再设计，即：与核心分销商结成战略联盟，共同参与直供；取消省级代理层次，鼓励大区代理商直接面向地极代理商，推动渠道进一步扁平化。文章最后对摩托罗拉渠道管理的实践进行了研究，重在对新模式的应用扬长避短，并结合未来手机营销渠道发展趋势，为摩托罗拉相应渠道策略给出建议。　　本文在研究的过程中运用了大量实证分析法、比较分析法，引用相关理论对摩托罗拉的渠道竞争进行深入的对策研究。文章的创新之处在于找出制约摩托罗拉提高分销效率的重要因素，并结合理论与实际确立了营销渠道模式再设计的依据，在此基础上给出了具体优化方案及实施建议。2.学位论文邵凯勇浅析移动电话在中国市场的营销渠道2002论文首先通过介绍移动电话的消费特点,中国的市场特点,以及移动电话营销渠道的结构等,使读者对移动通信行业的现状和发展以及移动电话的营销特点及问题有个基本的了解.在此基础上,文章从移动电话的营销渠道及其渠道成员入手,详细地分析了移动电话渠道的演变,以及各渠道成员在整个营销链中的地位与价值.