Chinese Mobile Phone Marketing Channels Research

Spring is the season when universe spry and everything on earth flouring. In 2005, the nationaleconomy was flouring. Being the first backbone industry, information industry has a broad way. Recentyears, in the information industry, mobile phone industry develops surprisingly. With the fast developmentof information technique, each department of mobile phone of design, production, market and salespresents a trend of high specialization. Hence, the department of design, production (or label), distributionchannel and sales of primary mobile phone enterprise were impacted by gradually growing designing andagent companies. The mobile phone enterprise must change their operation mode, and unite otherenterprise to resist the impact of market competition. On the other hand, the function of mobile phone getmore senior and the technique get more complicated, which requires mobile phone enterprise adjustingproduct pattern and subdivision market so as to meet needs of different regions and different consumercolonies.Being the last process of mobile phone industry chain reaching final user, mobile phone marketingchannel plays an important role in enlarging and occupying market share, implementing enterprise'sproduct policy, reclaiming capital, processing market administration, collecting and transferring marketinformation and so on. This article illustrate in chapter two about the mobile phone market range, userrange and structure. Chapter three studies the development history of mobile phone distribution channeland present mobile phone's distribution channel range, structure and competition status. Chapter four doesanalysis and enumeration of present embarrassment that mobile phone enterprises face and the reasonsthat cause the embarrassment. I summarizes marketing knowledge I had learnt, firstly, introducedistribution channel design theory and raises simplifying channel management system by integratingpresent distribution channel's condition;secondly, does introduction of how to establish a strongdeveloping terminal;thirdly, bring forward the policy of price protect through the process to price protectaccording to bill-limiting and time-limiting to solve the problem that mobile phone enterprises face at large;lastly, raise the opinion of strengthening development of core technique to solve the bottleneck of coretechnique depending on foreign company. By the end of this article, it prospects the trend of distributionchannel development and mobile phone development in future three years, does sum-up and givessuggestion. It suggests constructing distribution channel should consider the problem of master terminal,emphasizing on terminal construction and adopting the distribution channel mode following the policy of"Adjusting measures to local conditions".This article integrates distribution channel design theory, market subdivision theory and productlifecycle theory together and completely merges these theories into each process of marketing andpractical work, which provides the theoretic reference for enterprising to solve their embarrassment. Thereality proves that settlement based on system could also solve the complicated problem systematically.This article introducing product lifecycle theory into channel management and adopting differentstrategies for different stages of product lifecycle, integrating the theories of market subdivision andchannel design together and merge into marketing distribution channel management of mobile phone,which solves problems comprehensively.