The Research On Mobile Sales Channel Of Eastcom

Though the general environment of globe communication industry is flat, the market of Chinese mobile still keeps a high speed of development, becoming the biggest mobile communicating market with the highest growth pace and the most problems. Especially in 2003, the sales of homemade mobile break 50% market share in first quarter, but this achievement also indicates both the successfulness and the problems of homemade mobile. Eastcom is one of the most professional and the biggest mobile manufacturer in China. In recent years of fast development, Eastcom also shows some problems, especially the problems in the area of sales channel. As one of the employees of the company, I fairly realize that the progress of the company will be hindered if those problems are not analyzed or solved timely.In addition to the problem-driven method, the author employs the qualitative analysis, quantitative analysis, and analogy analysis to illuminate his viewpoints. On the basis of standard marketing theory, as well as through all kinds of scientific analyzing techniques, such as SWOT analysis, contrast analysis, profit and loss analysis and exemplification analysis, the author has fully and systematically studied the current situations, problems and solutions of Eastcom's sales channel.The dissertation takes the Eastcom as example to give detailed research on the flourish and downfall of Eastcom Ltd. at a changeable background of homemade mobile market.And at the same time, the attention also focuses on constructing sales channel of Eastcom, particularizing the core competence, corporate culture and the basic structure of the company. Through describing the fluctuation of company's development, the author displays some problems in production, cost control and the quality of people of the company. Moreover, by observing the performance of marketing, the author too brings forward the problems in channel model, channel management, channel input and terminal construction. In a word, through analyzing and researching the above problems, the author finds out the causes, and then integrates with both company's power and author's experiences and perspective to raise the practical solutions. The author especially expatiates the viewpoint and consideration on constructing, optimizing and managing channel modal, daily sales operation and terminal building. Meanwhile, the author provides scientific and systematic methods and ideas about further optimizing the sales channel for Eastcom. And also draw the conclusion: only through the proper channel pattern, solidifying core customers, and consolidating terminal, can Eastcom set up efficient and competent sales channels.The dissertation has a significant meaning for other companies to use for reference as well.