Waveguide Mobile Phone Distribution Channels Research

China handset market had been monopolized by several multinational companies (Nokia and Motorola) for long time. But since 2001, Domestic handset companies have developed rapidly. They broke out from the net weaved by Nokia and Motorola and their market share was beyond 30% in 2002. Even, The share had been got to 50%, then beyond 50% in the first half year of 2003. The reason of acquiring such achievement is the revolution of the channel launched by the domestic companies. Domestic companies started to build their own channels forced by the market situation in that time, and finally they dominated the channel. Bird is the typical one of them.This research will try to find what lead to the bird's success by analyzing its marketing channel strategy deeply. It will not only conclude the predominance of Bird's channel pattern, but also discuss its problems. Also this research will provide the adaptive scheme of Bird's channel structure base on the trend of domestic handset distribution and conclude the general rules of domestic handset distribution's evolution.It can be acted as the reference of the channel planning or channel strategy making.This research adopts transverse comparative analyzing method. It studies the evolution of domestic handset distribution and transversely compares contemporaneous companies in this industry. At last, it brings forward the new channel design by analyzing the Bird's channel pattern in detail under the area-roller-sales rule.