| In 2015,Chinese smartphone market is full of revolutions and challenges.Represented by Huawei,Xiaomi,domestic smartphone brands are rising rapidly.Brand awareness and market share of domestic smartphone brands are catching up and surpassing Apple,Samsung and other international famous smartphone brands.However,domestic smartphone brands have a certain gap with international ones in the aspects of product core competitiveness and brand consciousness.On the premise of the gap,what makes domestics smartphone manufacturers reverse the market situation and win the favor of Chinese consumers? One important point is that domestic smartphone manufacturers take the advantages of local marketing channel mode effectively.In this paper,the author introduces the definition and structure of marketing channel first,then systematically elaborates the special background and evolution history of Chinese smartphone industry,summarizes the development regularity and gives an exhaustive overview on the current smartphone marketing channel competition structure based on the analysis of three main marketing channel mode in China’s smartphone market—traditional marketing channel mode,telecommunication carries marketing channel mode and Internet marketing channel mode.Under the current market circumstance,the author believes that “all channel” model is the development direction of Chinese smartphone marketing channel mode based on history review and current marketing situation analysis.The author further brings forward the improvement methods about “all channel”,and hopes this research can bring inspiration to all related enterprises in Chinese smartphone marketing channel mode,helping them gain competitive advantages through successful marketing channel mode transformation.On the other hand,the author hopes the construction of marketing channel network system could become perfect and completeness as well. |
