The Establishment And Maintenance Of Mobile Phone Marketing Channel

Marketing channel, which is one of the main parts of mobile phone (MP) industry, plays an important role in the development of the market. The development and promotion of MP marketing channel were studied in this dissertation. Establishment and maintenance of MP marketing channel issues were discussed. The development tendency of MP marketing channel was reviewed too.The relevant theories of marketing channel, especially the structure and function of marketing channel were presented in the dissertation. The development progress and status of MP channel in China were reviewed. The characteristics and pattern of marketing channel were analyzed, which revealed the regulations of marketing channel development at different stages. The major issues of marketing channel management including design, conflict management, performance evaluation and sales promotion were discussed, thus, solutions were put forward.Motorola and Bird, two representative products in domestic market, were used as examples to compare their channel pattern, member selection and design as well. It is concluded that the MP sector currently is now in a transition situation. The large scale chain store and sales operator are growing up, who are major components in the first and second market now, meanwhile, the conventional channel target on medium and small market which produce a diverse mobile marketing channel, then, an efficiency channel management is required. A scaled, centralized with operator involvement multi-channel will be a future channel development pattern.