Distribution Channels In The Chinese Mobile Phone Market

This thesis is a marketing research report.It is a full-scale distribution channel research in the Chinese mobile phone market.Thepurpose of the thesis is to discuss current distribution channel position and prospectthe future. This thesis can be used by mobile phone manufacturers to analyze theirdistribution channel strategy.Moreover,it provides solid theory and practice supportfor operators and manufacturers to prepare for end-user distribution channelstrategy. This thesis involves many techniques as SWOT,in-depth interview etc.This thesis comes from overview of mobile phone distribution channels in China. Itdescribes the evolution and characteristics for all kinds of channels and furtherintroduces the main parts on the mobile phone market: operator, manufacturer anddistributor.Part two is the theory description of the channl research.Part three is the overview for the market.Part four details 7 kind of distribution channelsPart five is aimed to study distribution channels in different markets(GSM,CDMA &3G).Channel characteristics, manufactures' options and channel management are themain studying points.Part six is regional channel discrepancy.Due to the unique geographical trait,thecaptioned discrepancy exists.The reason and the correlative strategy for manufacturersare explored in the chapter.The last chapter is customer research.It studies their distribution channelpreference,out-lets preference,promotion sensitive and attitude towards after-salesservice.