整合营销传播理论创始人D.E舒尔茨曾说:进入20世纪90年代后,惟有“渠道”与“传播”能产生差异化的竞争优势。渠道的作用在我国手机市场显现的十分突出,大量的手机库存使得以消费者为中心的完全买方市场几乎成为了现实。对于厂商来说,谁占有市场,谁就占有先机,就能够获得持续发展的基础。渠道是产品进入市场的有效途径,是产品生产者与市场联系的桥梁,掌握和控制销售渠道就掌握、控制了市场。如今,手机在功能、外观、价格乃至广告等方面都趋于同质化,单凭产品的独立优势赢得竞争已经非常困 D.E Schultz, founder of Integrated Marketing Communication Theory, once said: Only the “channel” and “communication” can produce differentiated competitive advantages after the 1990s. The role of channels in China’s mobile phone market is very prominent, a large number of mobile phone inventory makes the consumer-centric buyer’s market has almost become a reality. For manufacturers, who occupy the market, who have the upper hand, we can get the foundation for sustainable development. Channels are an effective way for products to enter the market. They are bridges between product producers and the market. They grasp and control sales channels to master and control the market. Today, cell phones tend to be homogenized in terms of functionality, appearance, price and even advertising, winning the competition alone based on the product’s independence