The Design And Execution Of N Company Distribution Channel Reform

From the current 3G mobile phone market environment, marketing channel is crucial to the 3G mobile phone business development. The development of mobile phone marketing channels is the inevitable result of the evolution of mobile phone industry development, in different market environment, demand under different marketing channels, enterprises need to make corresponding adjustments, this adjustment is only one purpose-- for the customer resources, to obtain greater profits.China started to develop telecommunication industry from 80 s of last century, and now become the biggest market in the world. Based on the review of the development history, this article studies major kinds of distribution channels, and how they evolved and developed in this market. The study focus on N company, who made big success in the 1st decade of this century and grew market share from 15% to more than 40%, especially on how its channel reform contributed to the growth. The core of the reform is a new and revolutionary channel mode, fulfill distributor, so-called FD, which is still hot topic today.This paper starts from the related theories of marketing channel of N company, first analyzes the channel change background, and then from the channel design and channel management of two convenient analysis of N channel, and analyzes the implementation of N channel to change the results and implications.Through this article, can have a certain understanding to the development of China’s telecommunications market, and see the emergence of various marketing channels, their advantages and disadvantages, and competition measures, to consumer marketing and channel construction to have certain reference.