Chinese Mobile Phone Market Distribution Channels And Management

The main purpose of this thesis is to study the distribution and management of China cellular phone market. This thesis is divided into three parts:The first part introduces the evolution and current situation of the distribution channel of the China cellular phone market. The cellular phone distribution channel is characterized as a linear pattern, starting from upstream manufacturers, through intermediary distributors and retailers, and finally reaching end users. In the process of analyzing the current situation, we introduced the characteristics of distribution channel of famous manufacturers and several major distributors. We also discussed the complicated relation between different layers of distribution channel and the main characteristics of the present distribution channel. We have summarized beneficial experience from the comparative analysis between IT distribution and cellular phone distribution, and found reasons why IT distributors are seeking business opportunities in cell-phone market. The second part mainly probes into the distribution channel management. Manufacturers are a starting point of the distribution channel, launching the establishment of the channel. So manufacturers pay more attention to the design and optimization of the channel structure and elements, of courses, as well as the choice of the distributors. The irregularity of cellular phone distribution indicates the importance of the channel management too. This part includes the production planning & the sales volume prediction, the price control, the local distribution & management, the sales terminals management and the after-sale service, etc. In the third part, the developmental trend of the cellular phone distribution channel is predicted based on the analysis of the China mobile phone market. The channel-flattening is the inevitable outcome of the channel competition. Simply choosing a single distributive way does not accomplish manufacturers' sales and marketing targets any longer. The re-organization and re-integration of different channel patterns enable to exploit shared resources, improve sales volume, expandmarket share and bring higher profit to enterprises. The non-linear distribution is a new type of channel structure that adapts to the INTERNET era along with the rise of e-commerce. The mobile communication market in China will face fiercer competition after China's entry to the WTO. When other operators appear except China Mobile and China Unicom, keen competition will impel operators and manufacturers cooperate with each other closer and closer. In the future mobile distributors will be converted into service providers of the operators. Now the distributors should work hard to prepare the future strategies.