摘要本论文通过对诺基亚品牌手机营销策略的研究，主要针对诺基亚出现的“渠道崩盘”事件展开讨论与分析，提出其存在问题和相关的解决策略，阐述了手机市场的发展现状(市场规模和结构、市场特点等)和未来趋势，对手机市场的竞争现状、竞争格局、消费者市场需求、国内外手机厂商的营销策略进行了研究分析。营销渠道作为营销活动的载体，承担着完成商品从生产领域向消费领域转移的重大营销职责，对企业的发展起着至关重要的作用。本文系统地提出了诺基亚品牌手机的营销策略，并主要通过对诺基亚“渠道崩盘”事件进行的深入研究分析。第一部分主要围绕手机行业及渠道概况展开阐述，第二部分就诺基亚手机市场环境进行全面分析，第三部分主要分析诺基亚现有的营销渠道以及存在的问题，第四部分针对诺基亚手机渠道的分析，提出一些解决问题的建议和策略，以供参考。关键词：诺基亚，营销渠道，优化策略ABSTRACKInthispaper,themarketingstrategyoftheNokiabrandmobilephone,Nokiachannels"crash"eventdiscussionandanalysisputforwardtheirproblemsandsolutionstrategiesonthedevelopmentstatusofthemobilephonemarket(marketsizeandstructure,marketcharacteristics,etc.)andfuturetrendsinthestatusofcompetitioninthemobilephonemarket,thecompetitivelandscape,consumermarketdemand,domesticandforeignmobilephonemanufacturersmarketingstrategyresearchandanalysis.Marketingchannelsasacarrierofthemarketingcampaign,bearsignificantmarketingdutiestocompletethetransferofgoodsfromtheproductionareastotheareasofconsumption,playsavitalroleinthedevelopmentofenterprises.ThispapersystematicallypresentstheNokiabrandmobilephonemarketingstrategy,andmainlythroughtheNokia"channelcrash"eventin-depthresearchandanalysis.ThefirstpartmainlyaroundthemobilephoneindustryandchannelprofilesexpandelaboratedonthesecondpartofNokiacomprehensiveanalysisofthemarketenvironment,andthethirdpartanalyzestheNokiaexistingmarketingchannels,aswellasproblems,thefourthpartofthechannelforNokiamobilephones,putforwardsomesuggestionstosolvetheproblemandstrategiesforreference.KEYWORDS:Nokia,MarketingPlace,InnovativeStrategies目录前言................................................................11手机行业及渠道概况................................................31.1手机行业市场状况............................................31.1.1市场规模...............................................31.1.2品牌占有...............................................41.2手机行业分销渠道的演变......................................51.2.1中国电信自己包销.......................................51.2.2总代理风光一时.........................................61.2.3连锁店大卖场崛起.......................................61.3手机分销渠道模式比较分析....................................71.3.1自建模式...............................................81.3.2代理模式...............................................81.3.3直供模式...............................................91.3.4FD模式................................................91.3.5运营商定制模式........................................102诺基亚手机市场分析...............................................112.1诺基亚公司背景.............................................112.2诺基亚营销环境分析..........................................112.2.1宏观环境..............................................112.2.2微观环境..............................................142.3诺基亚手机竞争力分析.......................................162.3.1strengths（优势）.....................................172.3.2weaknesses（劣势）.....................
