摘要：苹果公司虽在中国市场具有领先的技术、强大的创新能力但是分销渠道方面相对不足。本文重点探讨了苹果手机在中国市场的分销渠道。首先在引言概述了论文的研究背景和目的以及意义，然后综述了国内外对此领域的研究。接着简单陈述了中国市场苹果手机目前的分销渠道，运用swot分析方法，阐述了在中国市场苹果手机分销渠道的优势、劣势和机遇以及挑战，接下来剖析总结出渠道现状的问题和简述其产生的起因。紧接着对存在的问题进行了进一步的改善和设计得出了新的渠道方案。对苹果手机在中国市场的进一步发展提出了见解。在此研究的基础上，通过分析苹果手机在中国产生成功的原因对国内手机厂商提出一定的借鉴意义。进而促进我国国内手机厂商的对其分销渠道的创新。

关键词:苹果手机；分销渠道；渠道优化

An Analysis of Apple 's Mobile Distribution Channel in China

Abstract：Although Apple has a leading technology in the Chinese market, a strong innovation capacity, but the distribution channel is relatively inadequate. This article focuses on Apple's mobile phone distribution channels in the Chinese market. First of all, the paper summarizes the research background and purpose and significance of the paper, and then summarizes the research in this field at home and abroad. Then, the paper briefly describes the current distribution channels of Apple's mobile phone market in China, and then analyzes the advantages, disadvantages and opportunities and challenges of the distribution channels of Apple's mobile phones in the Chinese market, and then analyzes and summarizes the current situation of the channel The cause of the occurrence. Then the further improvement of the existing problems and the design of a new channel program. The Apple mobile phone in the Chinese market for further development of the views. And then on the basis of this study, through the analysis of Apple's success in China, the reasons for the domestic mobile phone manufacturers to make some reference. And thus promote China's domestic mobile phone manufacturers of its distribution channels of innovation.

Keywords: apple phone; distribution channel; channel optimizatio

目 录

摘要 I

0引言 1

1苹果手机在中国分销渠道现状分析 2

1.1苹果公司及其发展简介 2

1.2苹果手机在中国市场的分销渠道分析 3

1.3中国手机市场的渠道发展历程和发展趋势 4

1.3.1中国手机市场的渠道发展 4

1.3.2未来中国手机市场的渠道发展趋势 6

2苹果手机在中国分销渠道存在的问题 8

2.1苹果手机在中国市场分销渠道SWOT分析 8

2.2苹果手机在中国分销渠道现状存在的问题 11

2.2.1渠道间冲突很激烈和关系比较复杂 11

2.2.2渠道结构不符合中国国情 12

2.2.3线下分销渠道占主要地位，线上渠道比较落后。 12

2.2.4渠道激励措施不合理 12

3苹果手机在中国市场分销渠道改善及设计 12

3.1苹果手机在中国分销渠道设计原则及设计目标