（参考）OPPO手机渠道策略研究.doc

摘要经过 10 多年的发展,中国的手机市场俨然成长为全球竞争最激烈的战场。国内外手机品牌你争我夺,尽显其能。国产手机在缺乏核心技术,没有品牌优势,没有规模优势的情况下,于 2003 年上半年夺得了中国手机市场的半壁江山。其中, 渠道的建设是其取得成功的重要因素之一。本论文对我国手机渠道发展阶段进行了阐述,对 OPPO 手机的渠道现状进行了分析,找到了 OPPO 手机渠道存在的问题。根据相关的渠道理论,结合 OPPO 手机的实际情况和公司的具体资源,从渠道结构、渠道成员的选择、渠道激励、渠道冲突的管理等方面,提出了适合 OPPO 手机发展的渠道策略。最后,从销售人员、终端建设等方面提出了改进 OPPO 手机销售渠道的具体建议。希望这些策略和建议的提出能为公司的进一步发展做出应有的贡献。关键词 OPPO 手机渠道策略渠道结构渠道冲突 Abstract Since the dozens of years ’ development, China mobile phone market has e the fiercest battlefield for domestic and foreign mobile phone brands, pete intensely to win the market. Although lack of core technology, brand advantage and scale advantages, domestic mobile phone won the 50% of China mobile market in first half of year 2003. Among which, construction of mobile phone sales channel makes a great effort to ess. Throu gh the analysis of current situation of China mobile phone OPPO ’s sales channel, this paper expounds the development stage of domestic mobile phone sales channel, and gets the problems existing in the OPPO mobile phone sales channel. According to correlative channel theory and connecting with actual conditions and specific resources of OPPO mobile phone, this paper put forward the suitable channel strategy for its development from aspects of channel structure, selection of channel members, motivation of channel and management of conflicts in channel. In the end,this paper provides specific suggestions for improving the OPPO mobile phone sales channel,from the aspects of sales members training, terminal construction and soon. The stategies and suggestion in this paper are wished todo something for further development of OPPO. Keywords : OPPO mobile Channel strategy Channel structure Channel c onfli ct 目录前言------------------------------------------------------------------------------------------- 1 一、分销渠道相关理论概述------------------------------------------------------------------- 3 1 .分销渠道的概念-----------------------------------------------------------------------------------------