Research On The Performance Of Marketing Channel Of Mobile Phone Under The Background Of The Internet

From the beginning of the 1990s, the large-scale rise of the Internet has changed the traditional business model, the objective market environment, sales of products,the technical foundation of marketing channels, supply and demand information needs of the mode of transmission, consumer behaviors, these changes make that the traditional marketing channels theory can not present a good guide to marketing practices.In recent years, China has become the world's largest consumer market of mobile phone. As a typical buyer's market, the mobile phone market not only sells brand mobile phones including Apple?Samsung?Huawei?Lenovo?ZTE,HTC in the domestic existing market,but also sells Xiaomi?Meizu?Smartisan etc. In the context of the internet, the environment of marketing channels and the structure, behavior and relationships of marketing channel vary and affect the performance of marketing channel. The Performance marketing channel can truly reflect current development of marketing channel objectively, also help to optimize business and management processes, improve enterprise management level, and to ensure the realization of marketing objectives.This artical briefly outlines the definition,the structure and the function of marketing channels, as well as the performance of the marketing channel, based on the theory of the marketing channel and the performance of marketing channel, his work analyzes the dynamical changes of mobile marketing channels in the aspects of economical,competitive,technological and socio-cultural environment.Mobile marketing channels experienced five stages,that is franchise operators, high-end delivery of goods, mobile phone chain stores, multi-channel competition and the rise of Internet marketing channels. The structure of the mobile marketing channel gradually became flat, the upstream marketing channels have more control over the whole channel, channel members are more inclined to establish a strategic alliance.As well-known mobile phone brands, Huawei and ZTE can be hard to tell from them in the long-term competitiveness across the domestic and aboard market, This thesis regards Huawei and ZTE mobile phone as a typical case to study. The sales,and profitability of Huawei and ZTE mobile phone both enhance channel satisfaction and service quality improved visibility by using Internet marketing channels,and Huawei as an early adopter of Internet marketing channels has first-mover advantage, the channel efficiency significantly improve.Based on the mobile phone industry to have a research of Internet marketing channels.this essay uses the method of case study to conduct qualitative and quantitative analysis, the Internet should be accepted as an important factor of production and strategic resources, the entreprise should actively use the Internet marketing channels and integrate a wide range of marketing channels to enhance the economic efficiency.