Research On Distribution Channel Transformation Of Mobile Company

Mobile company belongs to service industry. When competition within industry becomes fierce and makes market growth rate goes sluggish, mobile company begins to solve some problems, which left by early development history .One of the problem faces mobile company is how to manger its distribution system. The special feature of mobile company distribution system lies in that, on one hand function of the system is sale; on the other hand the system provides service to customers. If manage the system badly, it will not only affect market share, also has impacts on service quality and brand image, thus eventually changes customer perception of company and consume behaviors.Working as distribution system consultation project manager, author takes part in and leads the team through out the project. By using distribution channel theory and service marketing theory to analyze some problem which the client faces, project team successful redesigns client' distribution system to enhance it marketing ability and service quality.Taking a branch company of Sichuan mobile company distribution system consultant project as example, this paper is written according to author' distribution system consultation experience, and the article describes process and investigation method of the project, gives ideas of how to design mobile company distribution system while This paper hopes to gives some suggestion of how to build mobile company distribution system which can fulfill both sale and service function.This article demonstrates necessity of changing distribution system; gives brief introduction of basic knowledge used in the research; make a retrospective review about marketing channel and service marketing basic conception, then analyze the project management from consultation' point of view, introduce procedure and investigation method of the project, after careful investigation and in depth analysis, internal market channel management system and external merchant behavior was brought to light and diagnosis is made according to investigation results. Finally, according to diagnosis results, plan of system transformation is made to change the distribution system., the plan has to consider how to design system function and system module, has to think how to not only stimulate merchant also manage them, has to consider how to enhancesystem marketing ability and service quality.Through research, conclusions are drawn that distribution system of mobile company is compounded of marketing channel and service channel. When design the system, attention must be given to enhance both marketing function and service function of the system, only by doing so can change the distribution into a new one which can perform both marketing and service competently.