Research On Distribution Channel Management Of Mobile Communication Terminal

In recent years, the development momentum of the global mobile communication is powerful, digitalization and globalization has become an irreversible trend. As a carrier of mobile communication, mobile communication terminal has changed from phone tools into a integrated information processing platform. Channels is the world. Channel is not only the lifeline of the development of the mobile communications industry, but also the necessary and sufficient conditions of the mobile communication terminal development. Distribution channel is a long-term and complicated interpersonal management, and it is the most difficult to imitate in the short term.Communications company A was founded on January 28,1999. Now, Guangzhou Mobile was the largest in Guangzhou region communications operators. In the mobile communication terminal distribution market, Guangzhou Mobil should face a rat race with China telecom, China Unicom, E-business and other competitors. So the research on the Communications company A’s distribution channel present development situation, existing problems, and puts forward the solution is urgent to be solved.On the basis of research in the distribution channels’ domestic and international literature, concept and theory, the distribution channel’s construction, stage of development, status of management of Communications company A has been analysed, the existing problems has been found. Comparing the three dimension of the chaining operation entity channels, electronic channels electricity, online collaborative, Communications company A’s channels are currently in the early stages of chain management and its e-commerce, lean management ability is insufficient, there are gaps with retail and advanced operators. And next, this paper gave a SWOT analysis on Communications company A’s distribution channel environment, and presented construction strategy.Finally, on the basis of SWOT analysis, the paper have the idea that the distribution channels ought to be adjusted, and to take professional operation. The construction of the "chain"+"electricity"+"synergy" system of channels shall be constructed for the object of online channel to collaborating and forming the "experience"+"sales", "service" ability. Channel cooperation shall be the core of construction, and Guangzhou Mobil shall use channel power properly and solve its distribution channel conflict.