Study On The Innovation Strategy Of Marketing Channel Of LX Mobile Phone

With the continuous development of information technology, mobile phoneshave become one of the indispensable tool in people’s lives. Today, the Chinesemobile phone market competition is fierce, the main channel of marketing channelsas mobile phone sales, direct impact on the direct benefits of this product for theenterprise brings, but also affected the corporate brand and overall service evaluationto some extent. In this case, the domestic mobile phone companies are invariably themarketing channels of market competition as the key to victory.In this paper, LX problems of mobile marketing channels as the research objectto the marketing channel theory as a guide to the author and LX cell phone cases andyears of practical research cooperation, based on the existing channel model LXphone qualitative analysis to identify the main contradiction existing marketingchannels and marketing channel mode settings between the LX mobile phone, mobilephone through the main channel of the LX and channel management staff membersconducted a questionnaire survey, the main factors LX mobile marketing channelsfocusing influence satisfaction and causes, draw LX the main problem of mobilemarketing channels currently exist. Problems for the status quo LX mobile marketingchannels and innovative that " independent of the operator under the hybrid channel "mode, and according to the actual operation of LX marketing channels, evaluateincentives, channel members the choice of channel members, channel members,assessment and other channel members elaborated, in order to establish managementsystems and safeguards LX mobile marketing channels.Based on the LX Mobile marketing channel case studies, research and analysis,environmental analysis, it was concluded that, with the Internet technology is mature,strong home appliance chain stores, mobile phone operators to enhance the channel,in order to make the LX phone Get in the fierce market competition, greater marketshare, more profits from the products, LX phone must be on existing marketingchannel model redesign, improve channel management system, the only way toachieve the improvement of the channel operational efficiency, effective control thepurpose of the channel costs. By re-architecture of the mobile marketing channelmodel LX, LX greatly facilitate enhanced mobile channel to improve themanagement level and market competitiveness.