Study Of Channel Strategy Of Samsung Mobile Phone

The competition is very fierce in Chinese mobile phone market and it pushes the development and innovation of distribution channel strategy. The distribution channel has become the one of major factors to win the competition. Many local and foreign companies devote to win the game in this area.This paper studies the development phases of distribution and marketing in cell phone market and mainly talks about the issues about Samsung's market channel setup and maintenance. At the same time, some recommendations are raised to figure out the channel strategy for Samsung mobile phone in the future.The paper describes the channel theory, especially the channel structure and function. Then we describe the GSM and CDMA cell phone market situation in terms of brand penetration, price trend and product segment. The five different channel models are coming out: agent model, self-build model, FD, direct model and operator customized model. We use a lot of market data to analyze Samsung's channel strategy and market situation. Five forces model and SWOT method are applied to find the strengths and weaknesses of Samsung in the different phases.According to the 3G technology innovation and the influence of giant chain stores and operators, we analyze the market trend and distribution channel in the cell phone market in the future. We refer to channel strategy in foreign and local companies and recommend Samsung to set up a mixed model to replace previous single agent model. The mixed model is composed by FD, direct and agent models.