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The author:(作者)aaa
published in(发表于) 2014/12/11 9:22:28
Forgotten third-party mobile phone after-sales， will go away

Forgotten third-party mobile phone after-sales, will go away-third-party mobile phone sale, cell phone sales-IT information
Forgotten third-party mobile phone after-sales, will go away

When all kinds of mobile phone launches and limit buy flooded the news pages, became the center of gravity, a traditional area of the mobile phone industry seems to have been forgotten by the people, this is the phone after sales. For nearly two years, the domestic mobile phone market can be said to be fame, many brands sales of hundreds of millions of millions, directly promote the manufacturing, sales, such as industrial development. But only the phone after sales has always been tepid, develops slowly, it compelled people to be questioned.

Will not solve the problem, it is necessary to value chain, from mobile phone after-sales dependency analysis and directions of development, several points are:

Mobile after sales relations with industrial chain

From Division of angle view, and manufacturing and sales industry by at of status different, phone sale Hou in whole industry chain of most ends, a Taiwan phone from processing forming, to factory sales, again to logistics distribution, eventually got user hand in, its value in after Qian several industry of press and carved up Hou, actually has left, whole sale Hou industry exists of meaning, also just is using has phone of last point characteristics--can maintenance. After all, cell phones are different from those fast moving consumer goods, thousands of prices make consumers reluctant to abandon the old for the new. But in terms of total value, cell phone after sales position in the mobile industry as a whole, just as few people eat at the same table people eat meat, soup.

Cell phone sale, between user and brand marketers with game theory

In fact, except for a small number of Internet brands, most cell phones brands in repairs this link, is licensed to some third parties to operate. In essence, the so-called brand official mobile service and mobile phone brand, is actually a mere employer-employee relationship, which leads to inconsistent in part on the interests and values of the two.

The reason is that mobile phone sales point sources of interest are the mobile phone buyers. So agencies are always after mobile phone sales value from cell phone buyers to squeeze as much as possible, but when it exceeds a limit, it will result in negative emotions to the brand mobile phones users, and once such negative emotions through social tools spread, it will surely affect the sales of the brand, this brand merchants want to see. Brand marketers will come up with some policy to impose restrictions on phone after sales agencies.

This contradiction between the three, and symbiotic relationship between logic, simply is this: users want the most affordable service, mobile after sales agencies are looking to maximize profits, while incremental brand producers we must ensure that the user, and cannot be sold without the money to be made. This non-cooperation game of the three, like the prisoner's dilemma, continue to adjust and balance with each other and eventually reach a Nash equilibrium, in which case, no one can act alone and increase revenue. But this balance for mobile phones for sale, not so-called optimal solution, also because of the yoke, limits their profits increase.

Multiple brands or multiple models? Horizontal-vertical development are blocked

As a third party for sale, the most basic and common development path is nothing but two-the brand and model. At first glance, the ideal is an aftermarket with numerous brands of authorized and each brand has a different variety, grade number of models. But in reality the situation is much more complex. If multi-brand cell phones compared to the horizontal development, diversification of models of mobile phones compared to vertical development, whether it be one of those two, is filled with uncertainty. Since neither selected a brand, or the right to obtain an aircraft maintenance, it was impossible to predict the level of profits.

In many cases, a high sales and brand variety, third-party aftermarket profits assessed was not high. Because the more sales higher, brand of the large user base, more third-party aftermarket authorized by, standing in the brand business point of view, is of course would like to see more competition. According to the principle of diminishing marginal utility, is allocated to each point marginal revenue in fact becomes less. While a general sales, small models of the brand, its after sale profits are often surprisingly high. Because fewer models, third-party aftermarket warehouse turnover will be higher cost control easier, and will naturally be higher profits than the models.

Precisely because of these two reasons, the Pareto law caused by the level differences between rich and poor, on the phone after sales there are not many in this industry, because our chances are relatively equal, the more even distribution of wealth.

Which will always come to, third-party mobile phone sales or will go away

Based on the above points, I boldly predicted: in the near future, this form of existence after the third-party mobile phone sales will gradually disappear, the links will eventually return to the hands of brand manufacturers at the same time, government agencies will be involved in one, acting as a supervisory role. I call this theoretical phone sale mode--separate tests.

Simple for is: first by national Ministry introduced corresponding phone sale Hou specification and the judge standard, once user of phone appeared obviously quality problem, first step is not is to brand sale Hou points, but will phone sent to independent of Ministry subordinates phone detection institutions, user in paid must detection costs Hou, by detection institutions issued detection report, the report clear description phone fault causes and recommends maintenance way, user again will the report got brand maintenance to for maintenance, brand maintenance points must strictly according to the report for maintenance, Corresponding accessories price must also be transparent.

Of course, after-sales service points also has dismissed reports of rights, if this is the case, users can choose to dismiss the reports get testing agency review if the review does is wrong, then make your changes, and then delivered to users. If we review the situation with the same, after sales point must be carried out in accordance with the maintenance, and testing organizations will cover the mobile phone brand aftermarket corresponding fractions, and once the score exceeds a certain percentage, then to be punished accordingly.

The benefits of doing so is that government agencies are independent of third parties, does not benefit directly from the users and manufacturers of a party so can either be relatively fair, but also to a certain extent avoid cell phone manufacturers as both player and referee. Meanwhile, testing organizations through the acquisition of all brands of bad product data to monitor and manage the quality of the mobile phone industry as a whole. Monitoring, as well as the corresponding penalties issued, forcing mobile phone brands have to reform their own after-sales service.

The best solution is to replace third-party authorized service point, because once the after-sale formed after such a game, cell phone manufacturers the opportunity cost of hiring third-party authorization will be substantially improved, so third-party aftermarket thoroughly become chicken ribs, lost the meaning of existence. Meanwhile, for brands to improve their product quality but also had a positive effect, reliable quality, good after-sales service of mobile phone brands, consumer loyalty will be higher and are more willing to make promotion, sales of mobile phones will naturally be better, thus forming a kind of virtuous circle between brands and consumers.

The principle of cost-effectiveness

Finally, I would like to say is, mobile phones are a commodity, and aftermarket is the product comes with an attached property in that both are free from costs. Mobile phone manufacturers with the core of the conflict between users, this is it. If anything is to stable development, mutualism, it must find the best balance. Otherwise, it will unravel into lose-lose the day.

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