Research Of Mobile Distribution Channel In E-Commerce

Internet and mobile communication has been the most hotspots industry by the end of last century. Although Internet and mobile communication experienced economic bubble in different level, they are developing rapidly in 21 century. With the high-speed development of Internet, the appliance of E-Commerce which based on Internet and information technology has changed every industry and our daily life a lot. Meanwhile, mobile communication has maintained a high speed development since China Telecom Corporation built up TACS system in Guangzhou in 1987. By the end of 2005, mobile phone subscriber of China has reached 394 million. Mobile phone gradually becomes the fashion electronic consumption which can fulfill the need of people to communicate anywhere and anytime.The fast developed market of mobile communication gives the driven-power to the growth of mobile phone industry. As an important part of mobile industry chain, mobile distribution is growing dramatically. Before year 2000, country distribution is the main mobile distribution mode which is utilized by international corporations. However, the retail selling mode is changing and the Chinese local mobile companies become more competitive so that the distribution channel has continuously changed. Currently, country distribution, provincial agent and FD are coexistent in mobile retail market of China.In the highly competitive mobile distribution channels, PTAC is a nationwide distributor of Motorola, Nokia, Sony-Ericsson, Philips, Panasonic, Amoi and LG. It kept taking the leading position in the mobile phone distributing field that its occupation rate is over 20% at resent years.Confronting growing competition, each part in the chain of mobile industry is trying to obtain a more effective mode to gain advantages in the chain. As one of the most competitive mobile distributor, PTMC is trying to get a solution to catch up with the development of E-Commerce and continuously enhance the competition ability to adapt the transformation of market.This article tries to discuss the developing trend of mobile distribution industry in E-Commerce based on the character and the development of E-Commerce in China. It gives some methods to enhance the core competition ability of company by utilizing E-Commerce based on PTMC. It concludes that mobile distribution company should catch the opportunity created by the development of information technology to optimize the information management system of company, sufficiently adjust the inside and outside resources, build up the core competition ability, finally achieve the continuous and healthy development.