Marketing Channel Adjustment Of Hunan CellStar Company

The marketing channel is the decisive exterior resources of the business senterprise, its movement efficiency affects the market position of the company directly, the good marketing channel is important link that the business enterprise felling knows that the market pulse adjusts the business enterprise behavior and decision. It is very important and necessary to analyze the marketing channel for handsets delivered from handsets manufacturers to retail shops.CellStar company enterprise unceasing development as well as domestic international complex degree increase, only then utilize the modern project management the method to be able scientifically to follow the new situation the request. Facing the company business volume unceasing increase and the project itself complex degree enlarge, how did the effective place complete each case also to become the company on time the question which urgently awaited in the current project to strengthen.In the foundation of theoretical research of the marketing channel at home and abroad of this field, first of all, the use of PEST analysis, Porter's Five Forces Analysis SWOT analysis as well as an analysis of CellStar Corporation are facing internal and external environment, market structure and competition in mobile phone technology products The level of development, described the characteristics of the mobile phone industry and trade channel development. And then from the channel strategy, channel structure, choice of broker, channel management, an analysis of CellStar's existing marketing channels, combined with the upper reaches of policy makers on the company's sales channels for marketing analysis and evaluation to identify the main issues. According to the final results of the assessment and analysis of the factors that affect the distribution channels based on the use of the weight factor analysis of CellStar's marketing channels for the re-design of the structure, members of the Select channels of choice given the principle of selection criteria and selection Methods to establish a new channel for members, and given the structure of distribution channels to optimize the design.