Nokia (China) Investment CO.,LTD

The paper is composed in form of case, comprises two parts: case and case study.In the case, focus on the development of Nokia' distribution channel in China, the evolution of mobile telecommunication, the history of domestic mobile phone distribution models and the background of major competitors including foreign and local brands are briefly introduced, especially the challenging new distribution models from the booming local brands, furthermore it is the local brands that cause big pressure on foreign brands including Nokia in terms of short-time.Based on the case, the analysis part selects Channel Gap Model as the key tool with which we can find out the existing GAP in Nokia's current distribution model, furthermore we put forward the proposals that diminish or decrease the GAP: cutting the distribution layers, provincial distributor, directly supplying to super retail partner etc. Finally the brief prospect for domestic distribution model is forecasted.