| As a marketing carrier, marketing channels commit to the transfer from production to consumption areas and play an important role in economic development. At present, due to the fierce market competition and quick technological change, it becomes very difficult for companies to maintain a competitive edge through products, prices, marketing strategies, more and more mobile phone manufacturers are gradually becoming aware of the importance of marketing channels, and promotes the marketing channel management to the competition strategy level. This article mainly studies the evolution and development of the mobile phone marketing channels, the structure of phone marketing channels, the pattern as well as the present situation and problems existed in Chinese cell phone marketing channels, proposing new pattern design to enrich the marketing channel theories and for references of Chinese mobile phone industry.This article applies the methods of literature research, qualitative research and comparative study. The innovation is it analyzes the present marketing channels, proposes solution to the problems existing in domestic marketing channels, and gives out requests in carrying out new models.In the first place, this article explains the backgrounds and significances of choosing the topic, and several major conceptions in mobile phone marketing channel. In chapter 2 it summarizes related literature. Then in chapter 3 it looks back the development of the cell phone industry in China, analyzes and compares different channel patterns, explaining some inherent laws in the channel evolution. In chapter 4 it designs new marketing channel models, explaining the design basis and principles, design ideas and affected factors. Chapter 5 is about the implementation of new design on cell phone marketing channels, including the marketing strategy of the new models, establishing new organization system and improving salesmen's quality. The last chapter is conclusion and prospects. |
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