Briefly On Reform Of Distribution Channels In Chinese Mobile Phone Market

Having been developed for 20 years, the mobile phone industry of our country has got the whole world's attention. While the mobile phone manufacturing is experiencing a fast growth, a great change has taken place in channel:on one hand, original channel companies divide continuously, new companies flow out such as the professional mobile phone supermarket and the large appliance chain supermarket, which gradually become leading roles instead of original business agents; on the other hand, business operation mode of the industry puts forth new ideas continuously, market quota of the layer class agency system and the layer class retail system wither increasingly, while the direct supplying mode and the FD(Fulfillment Distributor)mode, order to make mode become main stream.The channel reform has made a great challenge to the relevant theories. Although the theories of the channel reform are quite mature and applicable in western countries,they meet a great difficulty in applying to Chinese unique situation. So the author tried to summary the research achievement both outside and inside the country to develop a modified model which can be used on the reform of the Chinese mobile distribution channels.This research reviews channel relationship theories first, then puts forward this article's analysis model, at last, take it in to verify by the analysis of the China Mobile Phone industry and four typical Manufacturers. The author wish the model could be used in the field of mobile phone marketing channels practice, and hope it could help the mobile phone manufactures to analysis the evolution of channels, against the channels reform and build more practical channel strategies.