凌科数码营销渠道策略研究

《凌科数码营销渠道策略研究》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、ABSTRACTAbstractTheindustrialchainofcellphoneiSinashake-outstageastheinfluenceoffmancialcrisis，whichcallbeseenfromthattheincreasinglyreducingprofItmakestheweakink-resistingdomesticcellphoneindustryintegratepassively,theextrusionofchannelsweakenstheestablishmentofbrandandafter-sales·

2、servicesystemofdomesticcellphoneenterprisesandconstraintsthedevelopmentofdomesticcellphoneindustry,theadjustmentofstatepolicyreducesthethresholdintothecellphoneindustrywhichleadsthedead—aLivecellphoneenvironmenttoamoreandmoreseveresituationandtheestablishmentofnewtechnicalstandardof

3、operatorsbringsinthechancesandchallengesfordomesdcceHphoneenterprises．ItisaseriousquestiontothinkaboutthatwhatpatternwouldtheChmesecellphonemarketbeandwherethecellphonemarketwouldbegoillg．Asarepresentativeenterpriseofcellphoneindustry,whatmeasureswillLcllktaketOencounterthoseproblem

4、sandhowwillLenkadjustthecompany’SmarketingchannelbyconformingtOthemarketchangeofcellphoneindustrySOastOwinitselfaplaceinthecellphoneindustry．ThispaperismainlystudyingonthedevelopmentandchangeofmarketingchannelsofcellphonesandtryingtOmakecellphoneenterprisesrealizetheimportanceofmark

5、etingchannelmanagementandimprovetheestablishmentofmarketingchannelmodeltoacompetitivestrategiclevel．Thewriteremphasizesonstudying，analyzinganddiscussingthechannelmarketingstrategyofLenkDigitalwhichistherepresentativeenterpriseofcellphoneindustrythatisspecializedSOastoenhancetheunder

6、standingofcellphoneindustry．Atthes目u'netimethewriterdoesasystematicanalysisonthemarketingchannelofLenkDigitalandsummarizestheSUCCESSexperienceofchannelmarketingstrategyofcellphoneindustry，andassuch缸rthermoreprovidesexperienceforCEllphoneenterprisesinactualoperations．KeyWords：LenkDig

7、ital；Cellphone；marketingchannel；presentsituation；strategyⅢ第1章导论1．1研究的背景和意义每个人都认为中国的手机市场在飞速发展，但至于它现在到底已经发展到多大，则几乎没有一致意见。研究亚洲电信市场的BDA公司预测指出，中国的手机市场销量将从2006年的1．379亿部，增长到2011年的2．55亿部。iSuppli的分析人员预测的2011年销量则更适度一些，为1．58亿部，高于今年的1．2亿部。而Gal'tner公司则在2007年7月的报道指出，中国手机市场销量将在2007年达到1．7亿部，2003--2

8、007年的年复合增长率为30％，而20