沈阳 S 公司作为辽宁地区手机产品的省级代理商，拥有专业化程度高，很难被其他
的分销模式所代替的自身优势，但是自从电信运营商全面推进渠道扁平化建设以后以及
电商时代的开启，电信运营商也开始自建电信渠道，甚至都可能关闭部分自有营业厅，
沈阳 S 公司的代理地位更是岌岌可危。如何提高沈阳 S 公司在手机市场的竞争力，使之
在竞争市场中能够立于不败之地，是沈阳 S 公司亟待解决的主要难题。本文首先结合所
学的环境 PEST 分析法、SWOT 分析矩阵分析论述了沈阳 S 公司建立市场营销策略的必
要性。然后采用市场营销组合 4P 理论和 BCG 矩阵法对沈阳 S 公司做出了各种建设性的
营销策略改进研究
本研究在为沈阳 S 公司提供营销策略指导方案的同时，希望对其他手机代理商制定
营销策略也具有一定的理论指导和现实借鉴意义
关键词：营销策略；代理商；分销渠道Abstract
The 21st century, with the rapid development of communication technology with each
passing day, China&39;s telecommunications industry has also made progress by leaps and
bounds. In the domestic mobile phone industry, is basically follows the chain operation on
this channel as manufacturers, agents, retailers, consumers . Mobile agents in mobile phone
industry channel is critical in the position, they are in the development of mobile phone
industry plays an important role. But in recent years, the domestic mobile phone distribution
market competition intensifying, and mobile phone sales channels also gradually complicated.
In the current channel flat trend of the development of the market environment, the traditional
pyramid mobile channel pattern, already cannot satisfy the need of the consumer market,
mobile phone sales channels flattening and diversification of the trend of the Times.
Shenyang S Company as a provincial agents of the mobile phone products in Liaoning
province, has a high degree of specialization, it is difficult to be replaced by the other
distribution patterns of their own advantages, but since telecoms operators promoting channel
flat construction and electricity in the era of open, telecom operators are also beginning to
build telecom channel, even may shut down part of its own business hall, Shenyang S
Company agent status is in jeopardy. How to improve the competitiveness of the S Company
in the mobile market in Shenyang, make it can be in an impregnable position in the
competitive market, is the Shenyang S company main problem to be solved in Shenyang. This
paper combined with the learning environment of a PEST analysis, SWOT analysis matrix
discusses the Shenyang S company to establish the necessity of the marketing strategy. Then
using marketing mix 4ps theory and BCG matrix method to the Shenyang S Company
marketing to make the study of all kinds of marketing strategy of constructive improvement.
This study provides the Shenyang S Company marketing strategy guidelines at the same
time; hope for other mobile agents to formulate marketing strategy also has a certain
theoretical guidance and practical significance.
Key words:Marketing strategy; Agent;Channel of distribution目录
第 1 章绪论....... 1
1.1 研究背景和研究意义.. 1
1.1.1 研究背景 1
1.1.2 研究意义 2
1.2 国内外研究现状.......... 2
1.2.1 国外研究现状.... 2
1.2.2 国内研究现状.... 3
1.3 研究内容和研究方法.. 4
1.3.1 研究内容 4
1.3.2 研究方法 4
第 2 章理论基础........... 6
2.1 市场营销内涵.. 6
2.2 市场营销组合 4P 理论........... 6
2.3 SWOT 分析矩阵.......... 6
2.4 BCG 矩阵法........7
第 3 章沈阳 S 公司营销环境分析....... 9
3.1 沈阳 S 公司概况.......... 9
3.2 沈阳 S 公司宏观环境分析...... 9
3.2.1 政治-法律环境分析(P).. 9
3.2.2 经济环境分析(E)......... 10
3.2.3 社会-人文环境分析(S) 10
3.2.4 技术环境分析(T)..........11
3.3 沈阳 S 公司微观环境分析.....11
3.3.1 供应商...11
3.3.2 营销中介.......... 123.3.3 内部营销环境.. 12
3.3.4 顾客...... 13
3.3.5 竞争者.. 13
第 4 章沈阳 S 公司的 SWOT 分析 ... 15
4.1 沈阳 S 公司的优势分析........ 15
4.2 沈阳 S 公司的劣势分析........ 16
4.3 沈阳 S 公司的机会分析........ 17
4.4 沈阳 S 公司的威胁分析.......
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