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论文编号：	9926
作者编号：	2220160639
上传时间：	2018/5/30 20:43:46
中文题目：	新零售下C公司移动通讯终端产品的渠道转型战略
英文题目：	The strategic transformation of the channel change of C company''''''''s mobile communication terminal under the new retail
指导老师：	李凯
中文关键字：	渠道转型 多元化 五力模型 PEST理论 竞争导向
英文关键字：	Mobile Communication Terminal, Diversification, Five-Force Model Theory, PEST Theory, Competition-Oriented
中文摘要：	移动通讯终端产品经过近30年的发展，已经普及到了每个家庭及所有人，移动终端互联设备在整个技术发展过程中实现了由2G、3G到4G的转换，整个市场的需求一直是个增量的趋势，随着4G的技术普及和软件应用的成熟产品质量的稳定，消费者观念和购买方式发生了变化，对渠道选择和品牌理解都有了新的概念，在科技迅速发展的这个时代，随着人们信息获取方式的改变和便利，一个新的信息社会的全新到来，消费者改变了以往的传统零售店消费习惯，由于移动互联的成熟和4G移动通讯终端的普及、物流的发展、促成了消费者信息及货品获取的便利，渠道的单一化到多元化，也改变了传统渠道和零售格局的现状，传统的厂家到代理再到零售的模式都已不可延续，整个产业链中从业人员的经历中，思想都形成了惯性的思维模式。本论文根据产品信息获取方式变化、根据消费者的需求变化、在数字信息时代，渠道选择和购买决策上，探讨数字时代下的全渠道模式、渠道变革和传统企业转型的研究。 在新零售下的渠道选择和布局，本论文结合所学运用PEST一般环境和宏观环境的分析及产业战略分组、产业细分、内部资源分析和外部环境分析来设定战略目标，在通过SWOT优略势分析理论结合五力模型，构建公司的战略生成、定位公司选择何种战略。利用低成本、差异化、集中化和广泛化理论基础，分析企业的具体定位，以顾客导向和竞争导向理论、以C公司一个IBU为单位分析企业的核心能力，资源结构及战略资源从而生成竞争导向优势，制定具体化的战略步骤及细节。 针对C公司的发展，分析现有渠道和品牌完全竞争后渠道选择性布局，战略上的一些见解和具体的分析及讨论，希望可以给新零售时代下的传统渠道商及带来一些启迪
英文摘要：	After nearly 30 years of development, mobile communication terminal products have been popularized to every family and everybody. Mobile terminal interconnection equipment has realized the transition from 2G to 3G and 3G to 4G throughout the technological development process, and the demand of the entire market has been showing an incremental trend. With the popularization of 4G technology and the stability of the mature product quality in software applications, consumers alter their consumption ideas and purchase means, and have new ideas for channel selection and brand understanding. In this era of rapid development of science and technology, as the change and convenience of people's access to information and the arrival of a new information society, consumers have changed their consumption habits in traditional retail stores. The maturity of the mobile interconnection, the popularization of 4G mobile communication terminals and the development of logistics have facilitated the consumers' access to information and goods, promoted the transition from simplification to diversification in channel, and also changed the current situation of traditional channels and retail pattern. The traditional pattern from manufacturers to agents to retailers has been unsustainable, and the practitioners in the entire industry chain have formed an inertial thinking model. In this paper, based on the changes n product information acquisition methods, the changes in consumer demand, the background of digital information age, and channel selection and purchase decisions, the research on omni-channel pattern, channel change, and traditional enterprise transition were explored in the digital age. For channel selection and layout in the new retail era, the strategic objectives were set based on the analysis of PEST general environment and macro environment, industrial strategy grouping, industry subdivision, internal resource analysis and external environment analysis in this paper. By combining the SWOT Theory with the Five-Force Model, the company's strategies were built and the company's choices of strategies were targeted. The theoretical basis of low cost, differentiation, centralization and extensiveness was used to analyze the specific positioning of a company. According to customer-oriented theory and competition-oriented theory, an IBU of Company C was taken as a unit to analyze the company's core capabilities, resource structure, and strategic resources, so as to generate competition-oriented advantages and formulate concrete strategic steps and details. In view of the development of Company C, the channel selection and layout after the complete competition of existing channels and brands were analyzed, as well as some strategic insights and specific analysis and discussion to bring some enlightenment to the traditional channel dealers in the new retail era.
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