| Marketing channel is a concrete channel or path by which goods and servicesshift from producers to consumers. Marketing channels,leading technology andproduct innovation are the three core elements helping enterprises keep marketcompetition advantages. In the communication market, Apple’s product innovationability and leading technology level are in absolute advantage, but its channel layoutin the Chinese market relatively lag behind. Therefore,this paper mainly studies thestatus and the optimization of Apple mobile marketing channel in China, analyzesdetailly from its located competition environment to channel participation, especiallyananlyzes profoundly the existing problems of the Apple mobile marketing channel,and puts forward a series of optimization scheme.Based on the reality existing problems of Apple mobile marketing channeland the related theories, we think the design of channel optimization should follow theprinciple of efficient, stable, balance coordinate and complementary advantages, andensuring effective market cover, expanding the market share, reducing the cost ofchannel control, keeping the strong appeal of brand, thu establishing channelcompetitive advantage. For the optimization of the marketing channel, this paperconsiders that the main from the following several aspects:(1) optimizing the existingmarketing channels,(2) optimizing the scale of channels,(3) optimizing the controlsystemof channels,(4) optimizing the cooperation pattern of channels,(5) optimizingthe management and incentive pattern of channels. At the same time, based on thecharacteristics of the target market orientation, on the one hand, we should look forcommon interests points with operators, on the other hand, we shoule adjust thestructure of the sales team and standardize the management of falsifying goods. Inaddition, establish and perfect the information system, logistics system, strengthencontroling the optimization of process, pay attention to avoid the risks caused bylegal morality. |
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