Study On China National Postal And Telecommunications Appliances Corporate Mobilephone Rtail Chain-sale Pattern

Chain-sale has been playing a dominant role in retail sector and is a main form of circulation in most developed contries, many big domestic retail enterprises have also adopted the chain-sale pattern. As a result, there is a trend that this pattern would be adopted in the mobilephone retail either. The scattered, out-of-order, small scale, and combined retail pattern of mobilephone products would be upgraded to the unified, streamlized, more competitive, large-scale chain-sale pattern. Although China Postel Mobile Communication and Equipment Company has a share in mobilephone retail market , but some aspects in the company need to be addressed and comformed in one platform as soon as possible.Based on a comphrehensive discussion of domestic and foreign retail theory, the competition theory and marketing theory, through the qualitative analyticmethod, the fundamental research, real diagnosis research method,etc, this article analyzies the situation, questions in China Postel Mobile Communication and Equipment Company, and proposes a new retail pattern which fits the company, namely the chain-sale pattern. By analysing the mobileproducts market and other retailers, it draws a conclusion that adopting the chain-sale pattern would be a strategic decision for China Postel Mobile Communication and Equipment Company. After clarifing this chain-sale pattern strategy, this article points out how the China Postel Mobile Communication and Equipment Company build up its chain-sale pattern and the steps which should be followed..