【摘要】 手机行业正在像家电行业一样,越来越多的代理商和终端零售商在渠道中崛起,开始挑战厂商的主导地位。由此而带来的结果却是渠道成员与厂商之间矛盾重重、冲突不断,为了各自的利益而打破市场均衡。国产手机厂商如何选择正确的、符合自身特点的渠道模式,在激烈的行业竞争中突围而出,以成为今后发展的重点研究对象。本文通过对渠道成员行为的分析和研究,针对我国手机厂商目前面临的渠道困难提出了一些建设性的渠道策略。更多还原

【Abstract】 Like the TV sets industry in China, more and more cell phone agents and retailers have begun to challenge the manufacturer’s influential position in the distribution channels, which results in more contradictions and conflicts between the cell phone manufacturers and other channel members. How to make choices according to its characteristic and correctly in the process of selecting distribution channel models, has become the key problems to be discussed in the near future. The article tries to put forward some constructive suggestions for the Chinese cell phone manufacturers to solve the problems in their distribution channel strategies, through analyzing and studying the behavior of the channel members by the behavioral theory.更多还原