Research On The Channel Change Of Samsung Corp’s Mobile Phone Business In The Chinese Market Based On FD Model

Mobile phone in the Chinese market has been widely available, the mobile phone sales channel model also showed it’s flattening and diversification. Channel of Samsung mobile phone need to transform again to break the bottleneck, to expand the market, to sink the channel. NOKIA has benefited from three and four grade market by implemented FD channel model in the Chinese market. Samsung would be able to open and sink channel to the three and four grade market, if Samsung can improve the FD channel model.Designed the FD channel model suitable for the competition environment, and the Samsung implementation of FD channel model are studied by using the method of literature research, comparative study and on-the-spot investigation.Condition of FD channel model transform for Samsung was suitable, but factors are lacked like suitable products, price control, cross boundary selling control. Aspects of the implementation of Samsung FD channel mode are designed. Formulated principles as cost control, brand franchise monopoly, platform services. Set goals of coverage, scale of funds, sales promotion. Combined with fundamental works as product line selection, IT system support, logistics system construction, channel customer choice. Put forward supporting measures as strict control of cross boundary selling, encourage resellers, improve and perfect after-sale service, strengthen terminal promotion. The solutions to the related problems are given. Hope that for enterprise application of FD channel model to provide some reference for the channel change through the investigation of Samsung FD channel model...