OPPO线下渠道运营策略分析—以江苏五市为例(论文17000字)
摘 要
随着时代的变化、现代科技的迅速发展，人们对于数据交换的需求日益提高，对手机产品有更多的功能需求。在手机市场竞争日益白热化的今天，手机市场呈现新的增长点。在中国手机市场，跨国手机生产企业纷纷推出自己创新的智能手机产品，吸引越来越多的消费者，也创造出了一个新的手机市场增长点。目前国内手机市场主要被三星、苹果等国外品牌占据，而国产手机处于快速发展阶段。2016年OPPO手机快速发展，抢占市场份额，成为手机行业中增长率最高的手机品牌，但面对市场上诸多品牌的竞争，OPPO手机的线下渠道运营策略还存很多的不足。
本文主要研究的是OPPO江苏苏南省公司在江苏五市的表现，利用公司内部数据分析,运用4P营销理论、SWOT分析等分析法对OPPO手机线下渠道运营策略进行了研究，归纳了OPPO手机在运营商渠道、3C商超渠道、专卖店渠道、乡镇个体渠道现状以及主要问题，最后在此基础上对OPPO手机在无锡、南通、常州、张家港、常熟的未来线下渠道运营策略提出一些建设性的意见，以便OPPO江苏苏南省公司能够得到启发，同时也为OPPO手机在其他城市线下渠道运营提供一些理论补充。
关键字：线下渠道运营；手机市场；OPPO手机
Analysis on Operation Strategy of OPPO Line —Take Jiangsu Five City as an Example
Abstract
With the change of era and quick development of modern science and technology, people hold increasing demand for data exchange, especially for the function of mobile phone products. Mobile phone market enjoys fiercer competition today, thus new growth points can be seen. In Chinese mobile phone market, transnational mobile phone manufacturers develop their innovative smartphone products one after another so as to attract more and more consumers, which plays as a new market growth point. Now the mobile phone market in China is mainly dominated by Samsung, iPhone and other foreign brands. Home-made mobile phone is under quick development stage. OPPO developed rapidly and seized the market share in 2016, becoming a phone brand enjoying the highest growth rate in mobile phone industry. However, facing competitions from other brands in the market, OPPO suffers many defects in offline channel operation strategy.
The paper mainly studies the performance of OPPO South Jiangsu Company in five cities in Jiangsu Province. Based on inner data analysis of the company, 4P marketing theory and SWOT analysis method are used to study the offline channel operation strategy of OPPO. Then the current status and main problem of the operator channels, 3C marketplace and supermarket channel, exclusive shop channel, village and town individual channel of OPPO phone are summarized. At last, the author puts forward some constructive suggestions to the offline channel operation strategy of OPPO in Wuxi, Nantong, Changzhou, Zhangjiagang and Changshu in the future, so as to enlighten the OPPO South Jiangsu Company and provide theoretical supplements to the offline operation channel of OPPO in other cities.
Keywords: offline channel operation; mobile phone market; OPPO phone
目 录
摘 要 I
Abstract II
第一章 绪论 1
1.1 研究背景以及意义 1
1.2 文献综述 2
1.3 研究内容 3
第二章 相关理论综述 5
2.1 渠道理论 5
2.2 4P营销分析 5
2.3 SWOT分析 7
2.4本章小结 8
第三章 OPPO线下渠道现状分析 10
3.1 OPPO手机概况 10
3.2 OPPO手机在江苏五市市场概况 11
3.3 OPPO手机市场SWOT分析 11
3.3.1 优势 11
3.3.2 劣势 12
3.3.3 机会 13
3.3.4 威胁 13
3.3.5 SWOT总结 13
3.4 OPPO手机线下渠道 14
3.4.1 运营商渠道 14
3.4.2 3C商超渠道 15
3.4.3 专卖店渠道 16
3.4.5 乡镇个体渠道 16
3.5 竞争对手分析 19
3.6 本章小结 20
第四章 OPPO手机线下渠道存在的问题以及策略分析 21
4.1 OPPO手机线下渠道存在的问题 21
4.1.1 运营商渠道存在问题 21
4.1.2 3C商超渠道存在问题 21
4.1.3 专卖店渠道存在问题 22
4.1.4 乡镇个体渠道存在问题 22
4.2 OPPO手机线下渠道策略优化分析 23
4.2.1 针对运营商渠道优化分析 23
4.2.2 针对3C商超渠道优化分析 24
4.2.3 针对专卖店渠道优化分析 24
4.2.4 针对乡镇个体渠道优化分析 24
4.3 本章小结 26
第五章 结论与展望 27
5.1 主要结论 27
5.2 未来展望 27
参考文献 28
致谢 30
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