A Study On Marketing Channels Of Multinational Corporations NOKIA

From the angle of Marketing, Channels will give you an impression of dynamics, which is the characteristic of Channels. However, basic on the more profound understanding, transportation of commodity and service will be realized only through exchange, which is the core characteristic. Therefore, we can define Marketing Channels as the construction of exchange relationship for customer values through the process of obtainment, consumption and disposal on commodity and service. It hints that exchange relationship is a way which serves and be established for market demand.We know that sustainable and competitive market values are on the basic of construction of channels relationship. So the practice of Marketing Channels will be improved as the change of the circumstances. As the father of Modern Marketing Channels Theory—Louis W. Stern pointed out that the theory and practice of Marketing Channels will change essentially and a new method which support the long-run and two-win channels relationship will emerge soon.As we know, the characteristic of mobile phone which once considered as luxury commodity has changed essentially, and emerged on the stage of fast-consumed commodity. At the same time, the emergence of the prevailing retail-end made the management of Marketing Channels relationship become more...