移動(dòng)聯(lián)通定制手機(jī)參與銷售 運(yùn)營商主導(dǎo)市場
中國移動(dòng)和中國聯(lián)通已經(jīng)通過定制手機(jī)參與銷售，并且各自成立了專門的公司參與渠道的競爭。以中國聯(lián)通為例，聯(lián)通華盛控制了三分之一以上的C網(wǎng)手機(jī)采購，聯(lián)通已經(jīng)成為中國最大的CDMA手機(jī)代理商。2006年，聯(lián)通預(yù)計(jì)采購300萬部C網(wǎng)手機(jī)，采購金額超過30億元人民幣。
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運(yùn)營商大規(guī)模定制手機(jī)，直接影響了產(chǎn)業(yè)鏈各環(huán)節(jié)的競爭狀態(tài)，諾基亞、摩托羅拉等大廠非常重視參與中國移動(dòng)的手機(jī)定制，而海信、中興、宇龍等國內(nèi)廠商，也通過參與聯(lián)通手機(jī)定制占有了穩(wěn)定的市場份額。
從發(fā)展趨勢看，未來中國移動(dòng)和中國聯(lián)通將更多的介入手機(jī)銷售領(lǐng)域，除了推廣新業(yè)務(wù)以外，更重要的是加強(qiáng)通信運(yùn)營商在整個(gè)產(chǎn)業(yè)鏈中的地位，加強(qiáng)和最終用戶的聯(lián)系，應(yīng)對未來新進(jìn)運(yùn)營商的沖擊。而伴隨著3G牌照的發(fā)放，新進(jìn)移動(dòng)運(yùn)營商面臨著迅速發(fā)展用戶的壓力，將采取類似中國聯(lián)通C網(wǎng)初期的策略，通過終端補(bǔ)貼甚至入網(wǎng)送手機(jī)等優(yōu)惠手段來發(fā)展用戶。中國的移動(dòng)運(yùn)營商在未來的幾年中將會(huì)更深入的介入手機(jī)銷售中，將成為手機(jī)銷售的重要力量。
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