基于SCP范式的中国智能手机产业分析

Analysis of China's smartphone industry based on SCP paradigm

近年来,中国智能手机市场发展迅猛,国产品牌华为、OPPO、VIVO纷纷崛起,而由于消费者刚性换机需求减弱等因素,2017年中国智能手机出货量出现首次下滑,面临真空红利的挑战。随着人工智能、新零售和5G时代的到来,智能手机产业又将迎来新一轮竞争和赢利局面。本文利用哈佛学派的SCP范式分析中国智能手机产业的市场结构、市场行为、市场绩效,发现市场集中度偏高且趋势加强,价格集中且均价提高,产品主体和品牌差异化明显,而渠道、促销、服务差异性低,进入壁垒显著,国产品牌行业利润率偏低。根据时代发展趋势进行前景预测并提出针对性建议。

In recent years,China's smartphone market has developed rapidly,and domestic brands have risen in succession.However,due to the weakening demand for rigid switching and other factors,China's smartphone shipments for the first time declined in 2017,facing the challenge of a vacuum dividend.With the advent of artificial intelligence,new retail and 5G era,smartphone industry will usher in a new round of competition and profitability.This article uses"structure-conduct-performance"paradigm of Harvard School to analyze the market structure,market conduct and market performance of China's smartphone industry.These phenomena are discovered that market concentration is high and its trend is strengthen,price is concentrated and average price increases,product subject and brand differentiation are obvious,while channel,promotion and service differentiation are low,entry barriers are marked,domestic brands have lower industry profit margins and so on.According to the development trend of the times,this article forecasts the prospects and puts forward some suggestions.