The Marketing Channel History And Comparative Analysis Of N Mobile Phone

As the progress of modern science and technology and theimprovement of living standards, the mobile phone has gradually becomethe most popular electronics. China has become the one of the largestmarkets of the mobile phone by the rapid development over the years. Butas the consumer choice space is increasing and mobile phone updating fasterand faster, the competition during mobile phone manufacturer is intense dayby day; at the same time the marketing channels covering rate of mobilephone is more and more wide, so in order to get more consumers, mobilephone manufacturers improve their marketing channel. In such a fiercemarket competition and powerful technical innovation mobile phonemanufacturers want to maintain competitive advantage has been quitedifficult only by products, prices, promotions and other strategies, so moreand more mobile phone manufacturers realized that marketing channel is animportant role in mobile phone sales, and it raises to the strategic level.N mobile phone has been at the dominant position of Chinamobile phone market, and its success of marketing channels has played adecisive role for its success of market. The first chapter of this paper is onthe marketing channel theory and literature related to introduce. The secondchapter through to the introduction of the history development and currentsituation of N mobile phone marketing channel, looks for the reason andsignificance of N mobile phone marketing channel's development. The thirdchapter is mainly on the comparative analysis about marketing channel between N mobile phone and brand mobile phone in China, looking for theeffective integration of N mobile phone marketing channel's structure andfunction. The fourth chapter summarizes analysis above, forecasting China'smobile phone market development trend in the future, and to help Chinamobile phone manufacturer to analysis channel changes, as providing thebasis for the channel designing and selection of channel mode.