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每个芬兰人都有诺基亚情结
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Topic: 每个芬兰人都有诺基亚情结 (Read 322 times)
BTC-zhanjiang
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每个芬兰人都有诺基亚情结
April 11, 2015, 03:15:49 AM
#1
如果要写一部芬兰现代史,绝对少不了诺基亚这一章。如同圣诞老人一般,诺基亚已成为芬兰不朽的神话。
身处芬兰,每个芬兰人都可以告诉你,142年前,一家位于芬兰西南部诺基亚河畔的木材纸浆工厂,怎么样从做卫生纸、橡胶、电缆起家,后来跨入电视机,最后成为全球手机的超级巨人。
如果你想了解诺基亚,那么你应该来到赫尔辛基滨海区,一家夕阳下的咖啡馆,诺基亚的过去与原本可能拥有的未来在这里交织。这家咖啡馆就坐落在诺基亚的旧电缆厂,曾有一个这样的画面在此处定格:哈里·基尔扬德正在展示一部外观粗短、呈半月形的7700原型机。这款手机是诺基亚首次试水触摸屏设备的成果之一。如今,触摸屏设备成了手机市场上的王者。
在古芬兰文中,诺基亚原指栖息在诺基亚河畔的小型黑貂。诺基亚的生命史,也是芬兰国家竞争力变迁的缩影。诺基亚发展历程的三大策略转折点,和芬兰经济从生产要素导向,演变为投资导向,最后进步到创新导向,若合符节。
一直以来,对于诺基亚神话背后的渠道体系,业界一直是口碑载道。
诺基亚渠道形式是多元化组合,从大的结构上主要分为两大类别,一类是运营商渠道,一类是开放渠道。开放渠道又包含国包商、省级代理、直供零售三个渠道。
的确,在一连串华丽数字成功的背后,除了诺基亚自身丰富的产品线外,最主要依靠的还是其渠道体系,尤其是FD渠道模式。
关于FD模式,这里可以作一个解说。FD模式是诺基亚在省级代理上的一个设置,是代理制与直供模式相折中的产物。这个模式下诺基亚与省级直控分销商签订销售协议,其中包括销售数量、市场份额以及市场推广和售后服务等指标。它与传统的省级代理商最大区别在于,它只承担搭建省一级资金和物流平台的责任,不承担其他分销商需要承担的压货、销售、市场推广等职能。
相比诺基亚其它渠道,FD省代最高承担着诺基亚在中国超过60%的手机销量。包括到后来,三星、HTC也一度想引用其FD渠道模式来开拓市场。
然而,时代一直在前行。近几年智能手机的出现,尤其是苹果的出现,让诺基亚渐渐隐退于公众视野。
关于诺基亚是否真的会消失,芬兰首相给了这样一个回应:“一个新的诺基亚也在以通信公司的形态出现。”
首相的意思,或许我们可以这样理解,诺基亚远未倒下,它甩开了手机厂商的标签转向幕后,并在酝酿新的回归。
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