中国手机市场渠道格局及演变（Channel structure and evolution of Chinese mobile phone market）.docVIP

中国手机市场渠道格局及演变（Channel structure and evolution of Chinese mobile phone market） The potential of the domestic mobile phone market is becoming more and more obvious, and the market competition is more intense, and the new market pattern will be re formed. As the technological differences in the terminal battle become smaller, competition in the channels increases. After all, mobile phone war can be seen as a competition for channels, it can be said that competition for channels has become a key issue in the mobile phone market competition. I. Basic Features of channel structure 1, the first and second tier market channel flattening trend. Distribution is the need for profit as its operating space, distributors and lower dealers, all need to have their own profit margins. Channel is too long, the current profit margins can not support, so the level of channels gradually flattened trend. At the same time, distributors go deep into the most end of the channel market. By increasing market tension and reducing channel pressure, the whole supply chain can be straightened out fundamentally. The 2 and three or four lines still have spatial reservations. The agent management experience still has the advantage of deep penetration of hierarchical channel management experience into the low-end market. 3, the terminal market diversification. Mobile phone chain stores, large appliance chain stores, large integrated shopping malls and distributors at all levels. Professional chain stores into sales led. 03 years, mobile phone hypermarkets, professional chain stores and home appliance chain enterprises and other new forces involved in mobile channels, breaking the original distribution channel system. In the process of integration of channel system, the profit of mobile phone sales is decreasing day by day. Some of the relatively small size of the mobile phone retail store is out of the market, and the rise of mobile phone stores, chain stores and home appliance chain stores such as t