The Marketing Channel Strategy Of China Mobile Communication Corporation

The paper concisely introduced the development history, corporate concept system, services portfolio and brand structure of Chinamobile Communication Corpration.The paper analyzed the outside development environments and competition situation., From the analysis of the company's current marketing channel system and existing weaknesses, the paper let us know the necessities of reenginerring marketing channel of Chinamobile. The paper mainly researched how the channel designning influenced by factors such as service characteristic, customer purchase behaviors, customer brand structure and corporation resourse. At last the paper gave several suggestions for Chinamobile to reenginer the marketing channel system. The paper suggest Chinamobile should build a "mixed marketing channel system" to satisfy the differential demands of target customers.