【正文】 畢業(yè)設計（論文） 題目 ：手機行業(yè)竄貨管理現狀及對策分析 手機行業(yè)竄貨管理現狀及對策分析 摘要 二十世紀以來，隨著移動通訊技術的快速發(fā)展，我國移動通信業(yè)取得飛速發(fā)展。但是行業(yè)的快速增長同時也為企業(yè)帶來諸多難解的營銷課題，營銷渠道沖突的管理就是其中之一，而在渠道沖突管理中，“竄貨”問題尤其令人側目。 “竄貨”即產品的跨區(qū)域銷售，它是一種比較常見的渠道沖突現象，又被稱倒貨，沖貨。它嚴重影響了企業(yè)的品牌無形資產和企業(yè)的正常經營，消費者因混亂的 價格而對產品品牌失去信心，代理商也因此而喪失對企業(yè)的信心，生產企業(yè)在不知不覺中蒙受著巨大的損失。 本文首先系統的介紹了竄貨的相關理論，然后根據我國手機行業(yè)的竄貨現狀，對手機竄貨的原因進行分析，最后結合我國手機的實際情況針對性地提出治理竄貨的對策。 關鍵詞： 手機行業(yè) ；營銷渠道；竄貨 THE MANAGEMENT STATUS AND COUNTERMEASURE ANALYSIS OF OUT OF CONTROL IN GOOD MANAGEMENT OF MOBILE INDUSTRY ABSTRACT Since the twentieth century, the mobile munication industry got the most rapidly development than never ever, thanks to China’s stable economic growth and mobile munication technology’s rapid deve1opment. But with the high development, pany meet more and more problem in marketing, such as the management in the marketing channels. And the problem in the out of control in good management is the most important in it. Out of control in good management is the sale in the wrong district, and it’s the mon phenomena in the channel conflicts. It severely affects the pany’s brand value and normal management, and can cause consumer and agent lose the confidence in the brand. So, if the pany can’t solve it, it will suffer the big loss. This article the first systematic introduction fled the goods correlation theories, then flees the goods present situation according to our country handset profession, flees the goods reason to the handset to carry on the analysis, finally unifies our country handset39。s actual situation pointed to propose that the government flees the goods countermeasure. Key words: mobile phone industry。 marketing channels。 out of control in good management 目 錄 1 緒論 .................................................................. 1 問題的提出 ........................................................ 1 文獻綜述 .......................................................... 1 2 竄貨的概述 ............................................................ 3 竄貨的概念 ........................................................ 3 竄貨的成因及一般類型 .............................................. 3 竄貨對企業(yè)的影響 .................................................. 4 3 手機行業(yè)竄貨現狀 ...................................................... 6 手機竄貨的判斷方法 ................................................ 6 手機行業(yè)竄貨現象 .................................................. 6 4 手機行業(yè)竄貨現象的原因 ................................................ 9 市場競爭激烈 ...................................................... 9 渠道結構的缺陷 .................................................... 9 渠道激勵政策的不當 ............................................... 10 渠道成員管理的不善 ............................................... 10 不同銷售環(huán)節(jié)的利潤差 ............................................. 10 5 解決竄貨問題的措施 ................................................... 12 制定科學的銷售計劃，創(chuàng)造良好的銷售環(huán)境 ........................... 13 合理劃分銷售區(qū)域 ................................................. 13 建立合理的差價體系 ............................................... 14 加強營銷隊伍的建設，提高業(yè)務人員素質 ............................. 14 深化對代理商的約束機制 ........................................... 14 6 結束語 ....................................