A Study On Competitive Advantage Of Marketing Channel Of Domestic Mobile Phone Brand

Domestic mobile phone brand is facing many opportunities and threats in the more and more intense mobile phone market in China. The chance for domestic mobile phone brand to win out essentially relies on how to set up a sound marketing channels strategy aiming to make use of these opportunities with its favorable advantages and to avoid risk and overcome its disadvantages.The paper begins with an analysis and comments on external environment and its status in competition. The discussion of marketing channels and strategic management theory leads to a suggestion that overall competition strategy of domestic mobile phone brand. The suggested strategy is under detailed discussion. The paper summarizes marketing channels model through the comparative analysis of domestic brand and foreign brand in terms of marketing channels.Then summarize the pros and cons of every model. Furthermore, this paper analyzes the problem of original channel model and the reform trend of channel model of domestic mobile phone brand. with the inburst of home electronic appliance retailers, telecommunication operators, mobile phone market becomes more and more uncertain.So a competition era of sales terminal is coming and it is necessary to exploit overseas mobile phone market with international marketing channel for many domestic mobile phone brand to survive and develop in fierce competition.Last, a domestic mobile phone brand is selected as case. Through analyzing and retailing the strength and weaknesses of marketing channel of domestic mobile phone brand, a lot of problem is found. But, after the innovation to old marketing channel, the domestic mobile phone brand will make a great benefit.