The Reform Of Mobile Phone Distribution Channels In The Context Of 3G Era

China's mobile terminal marketing channel has been established and developed since Guangdong province rolled out China's first mobile communication network at 1987, and shows different channel mode at different stage. Mobile terminal marketing channel is different from traditional communication service channel and IT products marketing channel, it has its own features and developing modes. Meanwhile the old channel research results are not applicable for the new market environment with the context of the coming 3G era. So it's necessary to study how to build and develop the proper marking channel system to raise the core competitiveness of enterprises and achieve sustainable developments at new competing conditions according the real characters of mobile terminal marketing channel. The paper attempts to use the newest marketing channels theory with the facts of mobile terminal marketing channel for China's mobile terminal marketing channel, analyze the different factors which impact the evolution of marketing channel, give advices to the evolution of mobile terminal with the coming 3G era and discuss the strategies and ideas of enhancing competitive advantages of mobile terminal marketing channel.At first the paper collects and systematically introduces the newest marketing channel theories and channel evolution theories, then applies them to the study of marketing channel, reviews and analyses the stages of the evolutions of China's mobile terminal marketing channel, deeply researches the motivations influencing the different stages of mobile terminal marketing channel evolution via channel evolution mechanism model and sums up the factors behind the channel changes, discusses the applicability and effectiveness of applying the model to explain the motivations of China's mobile terminal marketing channel evolution. The model is applicable to study changes in China's mobile terminal marketing channel phenomena, it has a positive significance for discovering disciplines and features of channel evolutions and grasping the future channel developments, the model is also applicable to make competitive strategies according to different situations. Finally, the paper gives the mobile terminal evolution strategy and recommendations with the coming 3G era based on the research results.The paper not only has theoretical analysis and demonstrations but also has empirical research of mobile terminal business. The conclusion has a certain universal significance and high value; it has an important reference value for building proper mobile channel system under new conditions and improving core competitiveness of mobile terminal enterprise. The conclusion also has a certain practical significance for similar industries and enterprises in the development of marketing channels.