我国手机分销渠道变革浅析
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摘要
我国手机经过近20年的发展已经取得了举世瞩目的成绩。伴随着手机制造业的飞速发展,手机分销渠道也在发生着变革:一方面原有的渠道商不断分化,旧代理商逐渐被手机专业连锁超市、大型家电连锁超市等新型渠道商取代;另一方面手机渠道商业运作模式不断创新,直供模式、FD(省级直供平台)模式和订制模式逐渐成为主流。
手机渠道模式的变革对相关理论研究提出了挑战。虽然西方关于渠道变革的著述颇多,但是其分析模型却很难直接应用于我国特殊经济环境。因此作者在西方传统渠道理论的基础之上结合我国现有研究成果,总结出一个适用于研究我国手机分销渠道变革的分析模型。
文章首先对国内外渠道变革理论进行了综述,在前人的研究成果上提出了本文的分析模型,然后通过对我国手机行业及业内四家手机生产商的分析加以验证。作者希望将该模型应用于我国手机渠道的营销实践中,帮助我国手机厂商分析渠道演变的规律,应对渠道模式的变化,并制定更切实可行的渠道策略。
Having been developed for 20 years, the mobile phone industry of our country has got the whole world's attention. While the mobile phone manufacturing is experiencing a fast growth, a great change has taken place in channel:on one hand, original channel companies divide continuously, new companies flow out such as the professional mobile phone supermarket and the large appliance chain supermarket, which gradually become leading roles instead of original business agents; on the other hand, business operation mode of the industry puts forth new ideas continuously, market quota of the layer class agency system and the layer class retail system wither increasingly, while the direct supplying mode and the FD(Fulfillment Distributor)mode, order to make mode become main stream.
The channel reform has made a great challenge to the relevant theories. Although the theories of the channel reform are quite mature and applicable in western countries,they meet a great difficulty in applying to Chinese unique situation. So the author tried to summary the research achievement both outside and inside the country to develop a modified model which can be used on the reform of the Chinese mobile distribution channels.
This research reviews channel relationship theories first, then puts forward this article’s analysis model, at last, take it in to verify by the analysis of the China Mobile Phone industry and four typical Manufacturers. The author wish the model could be used in the field of mobile phone marketing channels practice, and hope it could help the mobile phone manufactures to analysis the evolution of channels, against the channels reform and build more practical channel strategies.
手机渠道模式的变革对相关理论研究提出了挑战。虽然西方关于渠道变革的著述颇多,但是其分析模型却很难直接应用于我国特殊经济环境。因此作者在西方传统渠道理论的基础之上结合我国现有研究成果,总结出一个适用于研究我国手机分销渠道变革的分析模型。
文章首先对国内外渠道变革理论进行了综述,在前人的研究成果上提出了本文的分析模型,然后通过对我国手机行业及业内四家手机生产商的分析加以验证。作者希望将该模型应用于我国手机渠道的营销实践中,帮助我国手机厂商分析渠道演变的规律,应对渠道模式的变化,并制定更切实可行的渠道策略。
Having been developed for 20 years, the mobile phone industry of our country has got the whole world's attention. While the mobile phone manufacturing is experiencing a fast growth, a great change has taken place in channel:on one hand, original channel companies divide continuously, new companies flow out such as the professional mobile phone supermarket and the large appliance chain supermarket, which gradually become leading roles instead of original business agents; on the other hand, business operation mode of the industry puts forth new ideas continuously, market quota of the layer class agency system and the layer class retail system wither increasingly, while the direct supplying mode and the FD(Fulfillment Distributor)mode, order to make mode become main stream.
The channel reform has made a great challenge to the relevant theories. Although the theories of the channel reform are quite mature and applicable in western countries,they meet a great difficulty in applying to Chinese unique situation. So the author tried to summary the research achievement both outside and inside the country to develop a modified model which can be used on the reform of the Chinese mobile distribution channels.
This research reviews channel relationship theories first, then puts forward this article’s analysis model, at last, take it in to verify by the analysis of the China Mobile Phone industry and four typical Manufacturers. The author wish the model could be used in the field of mobile phone marketing channels practice, and hope it could help the mobile phone manufactures to analysis the evolution of channels, against the channels reform and build more practical channel strategies.
引文
[1] Louis W. Stern. Distribution Channels as Political Economies:A Framework for Comparative Analyses,[J]Journal of Marketing,Summer 1980,pg.52
[2] Bruce Mallen. Marketing Channels and Economic Development:A Literature Overview. [J]International Journal of Physical Distribution and Logistics Management,Bradford:1996. Vol. 26,pg. 42
[3] Louis P. Bucklin,Ramaswamy,Venkatram,Majumdar,Sumit K. Analyzing Channel Structures of Business Markets via the Structure-Output Paradigm. [J]International Journal of Research in Marketing,Amsterdam:Feb 1996. Vol. 13,pg.73-88
[4] Erin Anderson,George S. Day and V. Kasturi Rangan. Strategies Channel Design,[J]Sloan Management Review,Summer 1997,pg. 59-69
[5] Louis P. Bucklin, Englewood Cliffs, Competition and Evolution in the Distributive Trades, Journal of Retailing, Prentice Hall, 1972, P369
[6] Louis W. Stern,Adel L.El-Ansary,Anne T. Coughlan. [M]Marketing Channels, Prentice Hall Inc,2002
[7] Routes to Market Association,A Review of Current and Future Issues facing Channel Managers , [J]The channel management journal from VIA International,2000,pg. 8-11.
[8] Philip Kotler,[M] Marketing Management,The Millennium Edition,Prentice Hall Press,2006
[9] 范新河,营销渠道模式的社会选择研究[博士学位论文],复旦大学管理学院,2002
[10] 邓江,现代市场经济条件下营销渠道系统创新探讨,北京商学院学报,1997
[11] 金焕民,渠道变革的途径,销售与市场,2001 年第二期
[12] 林三卓,通路创新:企业竞争的新课题,销售与市场,2001 年第二期
[13] 杨慧,21 世纪营销渠道结构理论的重大变革,江西社会科学,2002 年第 10期
[14] 杨慧,流通渠道的变革研究,博士学位论文,江西财经大学,2003 年 5 月
[15] 吕一林,营销渠道决策与管理,中国人民大学出版社,2005 年 5 月
[16] 迈克尔·迪屈奇著,王铁生等译,交易成本经济学——关于公司的新的经济意义,经济科学出版社,1999 年,第 20-21 页
[17] 庄贵军,权力、冲突与合作:西方的渠道行为理论,北京商学院学报,2000年 1 月
[18] 胡汝银,竞争与垄断,社会主义微观经济分析,上海三联书店,1988,第98 页
[19] 赛迪市场研究公司,中国手机市场研究报告,2006
[20] 赛诺咨询,Sino Nov. Report,2007 年 11 月
[21] 吴杰清,对国产手机快速成长的思考,移动通信,2004 年第 2 期
[22] 易观咨询,中国手机渠道的演进,2003 年 9 月
[23] 丁伟,波导商海十年,中国企业家,2002 年第 11 期
[24] 水木清华,中国手机渠道趋势研究报告,2005 年
[25] ZOL 调研中心,手机市场五大厂商渠道调查分析,2006 年 2 月
[26] 数据根据中华人民共和国信息产业部网站 1 月 25 日新闻《2007 年中国手机用户市场分析评述》整理
[2] Bruce Mallen. Marketing Channels and Economic Development:A Literature Overview. [J]International Journal of Physical Distribution and Logistics Management,Bradford:1996. Vol. 26,pg. 42
[3] Louis P. Bucklin,Ramaswamy,Venkatram,Majumdar,Sumit K. Analyzing Channel Structures of Business Markets via the Structure-Output Paradigm. [J]International Journal of Research in Marketing,Amsterdam:Feb 1996. Vol. 13,pg.73-88
[4] Erin Anderson,George S. Day and V. Kasturi Rangan. Strategies Channel Design,[J]Sloan Management Review,Summer 1997,pg. 59-69
[5] Louis P. Bucklin, Englewood Cliffs, Competition and Evolution in the Distributive Trades, Journal of Retailing, Prentice Hall, 1972, P369
[6] Louis W. Stern,Adel L.El-Ansary,Anne T. Coughlan. [M]Marketing Channels, Prentice Hall Inc,2002
[7] Routes to Market Association,A Review of Current and Future Issues facing Channel Managers , [J]The channel management journal from VIA International,2000,pg. 8-11.
[8] Philip Kotler,[M] Marketing Management,The Millennium Edition,Prentice Hall Press,2006
[9] 范新河,营销渠道模式的社会选择研究[博士学位论文],复旦大学管理学院,2002
[10] 邓江,现代市场经济条件下营销渠道系统创新探讨,北京商学院学报,1997
[11] 金焕民,渠道变革的途径,销售与市场,2001 年第二期
[12] 林三卓,通路创新:企业竞争的新课题,销售与市场,2001 年第二期
[13] 杨慧,21 世纪营销渠道结构理论的重大变革,江西社会科学,2002 年第 10期
[14] 杨慧,流通渠道的变革研究,博士学位论文,江西财经大学,2003 年 5 月
[15] 吕一林,营销渠道决策与管理,中国人民大学出版社,2005 年 5 月
[16] 迈克尔·迪屈奇著,王铁生等译,交易成本经济学——关于公司的新的经济意义,经济科学出版社,1999 年,第 20-21 页
[17] 庄贵军,权力、冲突与合作:西方的渠道行为理论,北京商学院学报,2000年 1 月
[18] 胡汝银,竞争与垄断,社会主义微观经济分析,上海三联书店,1988,第98 页
[19] 赛迪市场研究公司,中国手机市场研究报告,2006
[20] 赛诺咨询,Sino Nov. Report,2007 年 11 月
[21] 吴杰清,对国产手机快速成长的思考,移动通信,2004 年第 2 期
[22] 易观咨询,中国手机渠道的演进,2003 年 9 月
[23] 丁伟,波导商海十年,中国企业家,2002 年第 11 期
[24] 水木清华,中国手机渠道趋势研究报告,2005 年
[25] ZOL 调研中心,手机市场五大厂商渠道调查分析,2006 年 2 月
[26] 数据根据中华人民共和国信息产业部网站 1 月 25 日新闻《2007 年中国手机用户市场分析评述》整理