The Comparative Study On The Model Of The Distribution Channel In The Domestic Mobile Phone Market

Chinese domestic mobile phone manufacturers staged a classic "channel war",thusthe market share they possess rose from zero to 50% within four years.This paper aimsto probe into and analyze the main reason why domestic mobile phone grew up underall kinds of adverse conditions when downplayed by outsiders through reviewing itsdeveloping process in recent years.This paper first riviews and introduces the developing process of mobile inchina,relative policies constituted by national information industry department,andtechnology of mobile production,then analyzes the competition power of mobileindustry with porter "five powers model". Because of high profit-gaining capacity ofmobile industry, it attracts a group of manufacturers swarming into this field. Thecomparative analysis of domestic mobile phone manufacturers and foreign gaints interms of management, human resource, technology, capital, network and brand showthat domestic mobile phone manufacturers have little advantage. So the grow-up of thewhole domestic mobile phone manufacturer can owe to its channels.In order to better describe the role of channel playing in the grow up of domesticmanufacturers, the paper reviews the developing process of domestic mobile phonemanufacturers, and summarizes the applied strategy of "first countryside, then the city"and the two adopted channel models: deep marketing channel management and directmarketing model through comparative analysis, then summarize the pros and cons ofevery model after the comparetion of these two models and general agent modeladopted by foreign counterparts in terms of efficiency, cost, control power. Furthermore,this paper analyzes the problem of original channel model and the reform trend ofchannel model of domastic manufacturers. Last, observing from the height the industry chain of mobile phone line, we findthe advantages having helped domestic manaturers success is fading out.with the inburstof home electronic appliance retailers, telecommunication operators and channeloperators of PC ,The mobile phone market becomes more and more uncertain.so acompetition era of sales terminal is coming and it is necessary to exploit overseasmobile phone market with international marketing channel for many domestic mobilephone manufacturers to survive and develop in fierce competition.