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运营商渠道的合约机能够有效降低购机成本与使用成本但形式呆板,直销渠道的终端不用比较价格但往往供应紧张,社会渠道购机灵活但缺少控制。对厂商而言,应根据自己的需要选择不同的终端销售渠道。据统计,2013年全国手机总销量约4亿台,其中80%为智能机,其余为功能机。若从销售主体维度划分,手机市场终端零售渠道可分为运营商渠道、直销渠道与社会渠道;而从销售形式维度划分,可分为实体渠道与电商渠道。各类型的渠道均具有不同的优劣势,对厂商而言,应根据自己的需要选择不同的终端销售渠道。
Operators channel contract machine can effectively reduce the cost of purchase and use of the cost, but the form of dull, direct sales channels of the terminal do not have to compare prices but often tight supply, social channels to purchase flexible but lack of control. For manufacturers, should be based on their own needs to choose a different terminal sales channels. According to statistics, in 2013 the total sales volume of mobile phones was about 400 million units, of which 80% were smart phones and the rest were functional computers. If divided from the main dimensions of sales, the terminal retail channels in the mobile phone market can be divided into operator channels, direct sales channels and social channels; and the sales form can be divided into physical channels and e-commerce channels. Various types of channels have different strengths and weaknesses, manufacturers, should be based on their own needs to choose a different terminal sales channels.