The Analysis Of ChengDu TY Company's Sales Channel Of Mobile Phone

The channel model that Chengdu TY company utilizes: Agency System-Chengdu TY Co. (an agent of Mobile Phone) chooses a wholesaler or wholesalers systems to assist in the distribution of product, then the wholesalers sell the product to other dealers or retailers; the retailer is the direct point of selling which the consumers can purchase the product. Wholesales, dealers, and retails are all parts of the distribution system. The disadvantage of the distribution system is that the length of the sales channel is comparing longer which is difficult for Chengdu TY Co. to communicate with retailers and consumers.Agents of Mobile Phone have had a difficult time since 2002, because the whole Industry of China requires shortening the length of sales channel. Furthermore, many domestic manufacturers of Mobile Phone did not choose exclusive agents of different regions all over the country respectively, resulting the market share of the agents is decreasing. Some companies are recently shortening the length of sales channel: the length of sales channel is becoming shorter and shorter, and the number of Retail-ends is increasing. The sales channels control these companies more than ever to raise these retail-ends sales. Some agents begin to set Logistics Center in big cities, and supply their product and service to their dealers or retailers rapidly.The sales channel today is for stepping to the heavy competition arena in the free-market system operation model. It is in the sales channel that the process and dynamics of competition taking place that the success or failure of enterprises and individual initiatives are determined. Sales channels players do not have uniformdimension. Each channel member performs a specified role. Sales channel players "wear the jerseys" of agents, wholesales and retails that perform activities vital to successful distribution. Upon fruitful analysis of industrial circumstances, this thesis analyzes Chengdu TY Company's sales channel models used in the past time and the channel model of Chengdu TY Company's sales being used at present. It also suggests that Chengdu TY Co. should adopt a new sales channel model to meet the requirement of the changing marketing surroundings. The contents of this thesis describing are as follows: principle of channel design, selection of sales channel model, option of channel members, management of sales channel, motivation of channel members and performance measurement of sales channel.Chengdu TY Co. should adapt its sales channel to meet changing market surroundings' need, add value to the channel, solve channel conflict and help retailers offer a convenient location, special or unique assortments of goods, greater or better services to meet customers' need.I hope this thesis can benefit the reader after their reading.