Sichuan Dx's Mobile Phone Sales Channels Management Research

In recent years, domestic mobile phone distributor shows the diversity and depth ofthe trend, but there are also cell phone manufacturer, general distributors and dealers fortheir core business, channel conflict problems will continue; Such problems as baddistribution channels management, low efficiency, high costs, poor controllability;traditional distribution channels can not meet the needs of individual consumers andother issues. Sichuan DX Company (mobile agent) used to use the traditional system ofdistribution sales channels in the market of Sichuan. Those are: First it sells itsproducts to several large distributors and these large distributors wholesale the cellphones to the regional level. The latter will wholesale to local wholesalers (or retailers),approved by wholesalers to retailers, mobile phone retailers sale to consumers. Theweaknesses of this distribution sales channel system are the circulation distance is toolong and it is difficult for mobile agents and retailers consumers to communicate witheach other. In addition, the cell phone industry has typical characteristics of the industry,which is also the host of management problems; Beginning in 2002, the agents has hada hard time, because the whole industrial chain sales channels needed sellingcirculation to flatten, and the traditional distributor market share began to decline. Atpresent, some enterprises are changing their selling channels to the flattened structure:marketing channels is becoming shorter and shorter, sales outlets are becoming moreand more. Some agents are trying to become from the multi-layered wholesale segmentto the wholesale level, that it the agent-→wholesalers-→retailers. Some agents setup distribution centers in the major cities to provide a direct service to retailers. Intoday's increasingly competitive market, sales channels have become an importantfactor to gain competitive advantages for the enterprise and to improve sales capabilities,because of this, more and more enterprises regard a sales channel as the intangible assetand will improve and maintain this as a major channel to do. However, it is not easy toanswer how to improve the channels and solve the channels problems and how tomaintain. Based on the description of the industry environment and the analysis of theto the original circulation problems of Sichuan DX in Sichuan, focusing on how to improve the main marketing channels under the new market environment, this paperelaborates the following important aspects:1 Two-factor-based distribution model, thedistribution model to match the organizational structure and planning 2 ConflictManagement (mainly changing commodity prices and conflict analysis andcountermeasures) 3. Members of channels encouragement (mainly dealers in themanagement and motivation). Thereby from these aspects, this paper can explore thechannels network-based,enterprises strive to control channels, and encourage channelmembers. Through internal research and analysis of the actual market situation,according to two-factor model, I think about to set up the sales channels system that avariety of distribution models coexist in different areas, Sichuan DX companies,retailers and consumers can shorten the emotional distance. At the same time increasethe carefully training to the Core distributors, and retailers. Through sending companyresources to the regional offices, and timely give strong support to the core distributorsand retailers from the products display, site marketing and promotion to theReplenishment, Sichuan DX handle the interests of the company and downstreamdistributors; and supply a series of sales and product-related training; enhancemarketing activities in the terminal market, directly build a bridge between Sichuan DXcompanies and terminal channels; thus DX Sichuan company has increased the directcontrol to the main distributors and the retail terminal, strive to raise rates, the stockmarket products; Core distributors, and retailers to increase the carefully nurtured Thedecentralization of resources to the corporate market through regional offices, displayproducts, site marketing and promotion. Attach importance to retailers and consumers.distributors and establish a "win-win" to the distributors and retailers, so that consumerscan be satisfied with the business ideasIn the light of the channel management issues, in ChapterⅣ, this article will focuson the expression of these key aspects, such as the channel structure planning, conflictanalysis and conflict management (mainly price analysis, Disordered Sales Analysis andCountermeasures).And will give general comments on other channels responses andresearch areas. Meanwhile the paper combines some problems and the reasons of thechannel theory and the enterprise channel management, it puts forward severalmeasures and specific solutions. I hope this paper will give some related or similarenterprises inspirations and thought. And the results of this study will provide a little bit more scientific,systematic idea and methods for the further optimization of themobile sales channel. Moreover, I believe other cell phone agents can draw on theexperience of them.