ZX通讯手机营销渠道分析摘要随着通讯技术的发展，3G的逐渐成熟，手机制造商之间的竞争越演越烈，企业的销售渠道对企业的成败起着关键性的作用。而且随着苏宁、国美等大型家电连锁店的加入手机销售渠道也变得更加复杂了。ZX通讯手机起步于1998年，一直坚持走自主研发的道路，经过十余年的发展历程，已成为世界第六大的手机制造商。但是由于ZX通讯手机一直走的是运营商定制发展路线，这使得ZX通讯手机的营销渠道上存在着较大的问题因此，有必要对其营销渠道进行研究。本文将在有关营销渠道的理论研究的基础上，结合ZX通讯手机的营销渠道进行案例研究，本文会先研究ZX通讯手机以及其渠道的现状，再对其宏观环境以及行业竞争环境进行一个详细的分析之后，研究ZX通讯手机的营销渠道上存在的问题，然后再根据手机的渠道优化影响因素以及影响因素，提出优化ZX通讯手机的营销渠道对策。本文的研究结果对于ZX通讯手机的营销渠道优化有一定的帮助，而且也对于其他的手机制造商在构建起营销渠道或者渠道优化方面也可以起到一定的指导作用。关键词：通讯行业，手机，营销渠道，渠道优化ABSTRACTWiththedevelopmentofthecommunicationtechnologyandthematureofthe3G,thecompetitionamongmobileproducersisbecomingincreasinglysevere.Themarketingchannelsoftheenterpriseplayanimportantroletodecideitssuccessorfailure.Moreover,asthelargeapplianceschainssuchasSuningandGomestartedtosellmobiles,themarketingchannelsofmobileshavebecomemoreandmorecomplex.ZXmobilephonesfoundedin1998.Aftertheirdevoteinthisindustrymorethantenyears,ithasbecomethesixthlargestmobilephoneproducerintheworld.However,becauseZXmobilephoneshavealwaystakenthetelecomoperatorsastheirmainclientsandignoretheotherchannels,itmakesalotoftroublestoitsmobilemarketingchannels.Thereforeitisnecessarytomakearesearchtotheirmarketingchannels.BasedonthetheoryofmarketingchannelsandcombinedthecasestudyofZXmobilephones,thispaperwillstudythestatusofZXmobilephoneanditschannel,thendoresearchonitsmacroenvironmentandindustrycompetitiveenvironment.AndthenwewillstudytheproblemsofZXmarketingchannels,andthengiveouttheprioritizationstrategiesofZXmarketingchannelsaccordingtothefactorswhichwillaffectthechannelprioritizationandtheruleswhichmustbeobeyed.TheresultsofthispaperwilldohelptotheZXcommunicationsfortheirchanneloptimizationschemes,butalsogiveaguidetotheotherhandsetmanufacturerswhoneedtobuildmarketingchanneloroptimizetheirchannels.Keywords:TelecommunicationIndustry，Mobiles；MarketingChannels；ChannelsPrioritization目录摘要...........................................................................................................................................IABSTRACT.............................................................................................................................II第一章绪论...............................................................................................................................11.1选题的背景及意义.......................................................................................................11.1.1研究背景.............................................................................................................11.1.2研究意义.............................................................................................................21.2文献综述.......................................................................................................................21.3研究的内容与方法.......................................................................................................3第二...
