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分类号分类号分类号分类号学号学号学号学号学学学学校代校代校代校代码码码码10487104871048710487密密密密级级级级硕士学位论文硕士学位论文硕士学位论文硕士学位论文和讯公司应用供应链思想的营销变革和讯公司应用供应链思想的营销变革和讯公司应用供应链思想的营销变革和讯公司应用供应链思想的营销变革学位申请人学位申请人学位申请人学位申请人姚雪松姚雪松姚雪松姚雪松学科专业学科专业学科专业学科专业：：：：工商管理工商管理工商管理工商管理指导教师指导教师指导教师指导教师：：：：林林林林勇勇勇勇副教授副教授副教授副教授答辩日期答辩日期答辩日期答辩日期：：：：2008.42008.42008.42008.4AAAAThesisThesisThesisThesisSubmittedSubmittedSubmittedSubmittedininininthethethetheRequirementsRequirementsRequirementsRequirementsforforforforthethethetheDegreeDegreeDegreeDegreeofofofofMBAMBAMBAMBAAAAASSSStudytudytudytudyOOOOnnnnMMMMarketingarketingarketingarketingReformReformReformReformByByByBySSSSupplyupplyupplyupplyCCCChainhainhainhainOOOOptimizationptimizationptimizationptimizationIIIInnnnHesonHesonHesonHesonCCCCompanyompanyompanyompanyCandidateCandidateCandidateCandidate：YaoYaoYaoYaoXuesongXuesongXuesongXuesongMajorMajorMajorMajor：BusinessBusinessBusinessBusinessAdministrationAdministrationAdministrationAdministrationSupervisorSupervisorSupervisorSupervisor：Assoc.Assoc.Assoc.Assoc.Prof.Prof.Prof.Prof.LiLiLiLinnnnYongYongYongYongHuazhongHuazhongHuazhongHuazhongUniversityUniversityUniversityUniversityofofofofScienceScienceScienceScienceandandandandTechnologyTechnologyTechnologyTechnologyWuhan,Wuhan,Wuhan,Wuhan,HubeiHubeiHubeiHubei430074,430074,430074,430074,P.P.P.P.R.R.R.R.ChinaChinaChinaChinaAprilAprilAprilApril2008200820082008独创性声明独创性声明独创性声明独创性声明本人声明所呈交的学位论文是我个人在导师指导下进行的研究工作及取得的研究成果。尽我所知，除文中已经标明引用的内容外，本论文不包含任何其它个人或集体已经发表或撰写过的研究成果。对本文的研究做出贡献的个人和集体，均已在文中以明确方式标明。本人完全意识到，本声明的法律结果由本人承担。学位论文作者签名：日期：年月日学位论文版权使用授权书学位论文版权使用授权书学位论文版权使用授权书学位论文版权使用授权书本学位论文作者完全了解学校有关保留、使用学位论文的规定，即：学校有权保留并向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。本人授权华中科技大学可以将本学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存和汇编本学位论文。保密□，在_____年解密后适用本授权书。不保密□。（请在以上方框内打“√”）学位论文作者签名：指导教师签名：日期：年月日日期：年月日本论文属于华华华华中中中中科科科科技技技技大大大大学学学学硕硕硕硕士士士士学学学学位位位位论论论论文文文文I摘摘摘摘要要要要中国手机市场竞争日益严重，各手机企业为了生存和发展，从以前强调“竞争”逐渐向强调“竞争合作”转变。这使得企业必须关注销售渠道成员同供应链上游各节点企业的相互协调、强调对消费者需求的响应，以此来提高整个供应链的竞争能力和盈利能力。本课题应用供应链管理的思想，尝试通过对具体案例的分析，探讨电子消费品行业中手机营销的改革。本文采用理论联系实际的方法，阐述了供应链管理和营销管理在各个发展阶段的情况和特点，分析了供应链管理与现代市场营销的联系及其手机行业应用的前景；在和讯公司营销变革的具体案例中，首先对公司的现状加以分析，选择具有代表性的指标对供应链的绩效进行评估；对和讯公司营销管理中遇到实际问题加以提炼、分类并用供应链的相关理论加以解释。提出了基于供应链优化的营销变革的具体解决方案，结合点评估的方和权值分析法对主客观的因素加以分析，并以此为依据对备选方案进行选择。为基于供应链优化思想的营销变革在我国电子消费品行业的具体应用作了一些实践性的探索。关键词：供应链管理营销变革手机供应链优化华华华华中中中中科科科科技技技技大大大大学学学学硕硕硕硕士士士士学学学学位位位位论论论论文文文文IIAbstAbstAbstAbstrrrractactactactInChinesecellphoneindustry,thecompetitionisbecomingmoreandmoreserious.Ifanycellphonebusinessenterprisewantstoexistanddevelopinthismarket,itmustfocuson‘competitionandcooperation’ratherthan‘competition’.Asaresult,wemustpaymoreattentiontothemembers’cooperationandemphasizetheresponsetoconsumer’sdemands,toimprovethecompetitivenessandprofitsofwholesupplychainmembers.ByapplyingthetheoryofSCM,thisthesistriestoexplorethemarketingevolutioninmobilephoneindustry.Combiningtheorywithpractice,itdiscussesthecharacteristicsofsalesandsupplychainmanagementindifferentstages.ItanalysestheconnectionbetweenthemandthebrightfutureofSCMinmobilephoneindustry.ThisthesisanalysestheexistingconditionsofMcompanyandselectsrepresentativeindicatortoassessthesupplychainperformance.Itlocatesandclassifiesthekeyproblems.ThenitanalysesthoseproblemswithSCMtheoryandbringsforwardnewplansforthecompanywithsolutions.Andthenitusesscientificmethodstoanalysisthesubjectiveandobjectiveconditions.Atlast,byanalysisthedata,itchoosestheappropriateplanforMcompany.Keywords:Keywords:Keywords:Keywords:SupplyChainManagementMarketingReformCellPhoneSupplyChainOptimization华华华华中中中中科科科科技技技技大大大大学学学学硕硕硕硕士士士士学学学学位位位位论论论论文文文文I目目目目录录录录摘要····················································································IABSTRACT············································································II目录····················································································I1绪论··················································································11.1研究的背景·······································································11.2研究的目的与意义······························································21.3国内外研究概况·································································32供应链管理及营销管理的相关理论···········································62.1供应链管理的理论······························································62.2营销管理理论及其发展························································72.3供应链管理与营销变革的联系及应用····································103和讯公司供应链管理现状与问题分析·······································143.1和讯公司简介··································································143.2和讯公司供应链内部环境···················································163.3和讯公司供应链的问题分析················································254和讯公司应用供应链管理的营销优化方案·································304.1备选方案········································································30华华华华中中中中科科科科技技技技大大大大学学学学硕硕硕硕士士士士学学学学位位位位论论论论文文文文II4.2备选方案的评估和选择······················································334.3方案的实施·····································································355结束语··········