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ID:32025096
大小:4.03 MB
页数:41页
时间:2019-01-30
《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
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