The Research On Cell Phone Distribution Channel Of TCL Company In Hunan Province

Marketing channels are the passages through which products are passed from producers to consumers. Product channel strategy is an integrated part of the whole marketing system. Its mission is to analyze the demands for product distribution to the top market at the first stage when the products go into the market, control selling expenses, collect information feedback about the products, design the way how products are distributed to consumers, decide the capital orientation and the producers, learn of the demands for distribution denseness and so forth. Therefore, which marketing channels to choose and how to put them into practice play an essential role in product selling. As a result, how to design unique marketing channels according to the product characteristics and how to make a better distribution of the products through the marketing channels have become increasingly important problems in product selling for an enterprise.It has been nearly seven years since 1999 when TCL put its first mobile phones -- Diamond into the market successfully. The models of selling channels for TCL mobile phones have been varied from the self-established model, to provincial-leveled exclusive agency model and then to the model in which the manufacturers distribute the products directly to the sale terminals. However the marketing channels changed, TCL mobile phones haven't yet been saved out from its selling declining, and as the foreign brand cell phone market in China has become matured leading to a more severe competition in this field. What is the way of marketing channel reform? What are the crucial factors to the reform of TCL cell phone marketing channels? This thesis will collect and analyze TCL cell phone selling data in 2003, 2004 and 2005, and it will construct the relationship between the key indexes of the various channels by regression analysis methods.Taking into account the current cell phone market and the characteristics of TCL cell phones, the author suggests in the last part of the thesis that a comprehensive marketing model should be the most suitable model for TCL cell phone selling, and elaborates on how to orientate the individual channel members, how to put the channels into practice, as well as some instructions about implementing the comprehensive marketing model.