摘要
IDC数据显示长期依赖线上渠道的智能手机2015年出货量增速出现下滑趋势,2016年销量遭遇滑铁卢,中国智能手机线上渠道触顶天花板,互联网手机模式受到挑战,各品牌生产商开始积极布局线下门店,开启了全渠道之路;分析了智能手机实施全渠道的原因,指出了其所面临的问题,探讨了智能手机实施全渠道的实践,总结了在全渠道时代来临之际,作为一种新战略所带来的启示。
IDC data indicate the slowing down of shipments growth of smart phones in 2015, which rely much on the online channel for sales for long. In 2016, sales volume of smart phone met its Waterloo, indicating the ceiling of online channel marketing. With the internet sale model being faced with challenges, manufacturers of different brands began to distribute offline stores so that a full channel marketing strategy began The paper analyzes the causes of full channels marketing, pointing out its problems and examining its application. Finally, the paper sums up the enlightenment of full channel marketing.
出处
《武汉商学院学报》
2017年第2期61-64,共4页
Journal of Wuhan Business University
关键词
智能手机
全渠道
启示
smart phone
full channels
enlightenment
