Research On Channel Planning And Management Of Samsung Mobile In Sichuan

With China’s mobile communications industry, China has become the world’s largest mobile phone market. As a populous country, with the decline in handset prices and the rise of China-made mobile phone, Chinese mobile phone market demand from the eastern coastal development to central and western inland regions. As China’s inland areas of Sichuan and the eastern region is an important link between the level of consumption higher, Sichuan mobile phone market has become a major mobile phone business to enter the domestic market and defend.Samsung mobile phone as a representative of the foreign mobile phone brands mobile phone market share in China in recent years, sit tight in the second position, just behind Nokia and Nokia in recent years and the gap is gradually narrowing. But in the process to enter the Chinese domestic market, Samsung mobile phone access problems starting to show. Samsung mobile phone models using a non-direct supply channels of the main routes, supplemented by direct supply channel mode, but because of the geographical characteristics of domestic market in Sichuan and cultural characteristics with the eastern coastal areas are very different, the traditional channel model Samsung no longer fit, resulting in Sichuan Samsung lost market before2008, also was behind Nokia and Motorola, ranked third in recent years only by a slight advantage over Motorola, but market share is far behind Nokia.In this paper, the geographical characteristics of Sichuan and human characteristics of the regional market analysis of Samsung’s mobile phone market in Sichuan channel defects. Samsung mobile phones through the channels of the lack of analysis of the corresponding channel optimization strategy. This Samsung mobile phone in Sichuan on the actual marketing situation analysis, marketing channels have a strong theoretical and practical analysis of significance.