The Research On The Change Of Mobile Phone Distribution Channel Of PT Company

Mobile phone has become more and more popular as a necessity of daily life, and gradually evolved into multimedia interactive terminal equipment. However, the market of mobile phone is changing a lot. In recent years, the development of chain stores is quick, besides, it is obvious that the operators become as dominant and they lead the market, traditional distributors gradually lose the control of market channels and the market position, their profit margins continue to be squeezed. At the same time, the distribution channels have also changed some new business model such as door to door distribution, logistic fund platform and direct supply platform from large chain stores arise, as the result, the channels of mobile phone distribution became flat.With the prosperous development of electronic commerce, traditional mobile phone distribution channels suffered great impact; online suppliers like JD Mall, Tmall, and Amazon etc. have increased dramatically. Besides, traditional chain stores like influx also have begun to access the electronic business and established their own business platform, thus, the mobile phone distribution channel reform is imperative. In the variable market environment, take the PT Company as example to seek how a company can survive and develop in the traditional mobile phone distribution channel is the main purpose of this paper to study.The main research scopes of this paper are as follows:(1) In the background that the operation companies are the leader of the mobile phone market, how the PT Company uses its own advantages to achieve the transformation and meet the requirements of market development.(2) When PT Company is facing the strike of the market, how PT Company can integrate the existing resources and achieve a full range of online and offline distribution system.(3) How the PT Company to choose the best business strategy and maximize its interests during the upstream manufacturers, downstream distributors, operators and large chain stores.(4) When PT Company is facing the increasingly fierce competition in the mobile phone distribution market, how the PT Company can win the competitors by correcting its weaknesses and fostering its strengths.(5) PT Company has many business models, how to choose the best business channel of the business models, and select the core business and obtain a stable profitability.The main conclusions of this paper are as follows:(1) PT Company should give full play to its own line of channel network advantages, with the line channels as the basis, online channels to supplement, reshape the distribution channel network, the online and offline channels are organically integrated, to enhance their efficiency, the formation of PT Company's unique distribution system.(2) When PT Company is facing the strike of the market; it should continue to improve their own channel management. By dividing target customers and implementing the differentiation management, developing key customers. It is the better way to consolidate the strategic alliance and use its own advantages to make the operation more efficient and get more excess profit.(3) PT Company should focus on its channel position from the diversified environment, to develop its “star business”, and to explore the potential of business growth.(4) PT Company should continue to deepen cooperation with the three major telecom operators, changing its role from a simple logistics platform service provider to virtual service provider, and become to be the comprehensive service provider gradually. So that, it can reveal its value, strengthen the channel status and improve the power of channel business.(5) The current structure of the industry chain of PT Company is short, and it is obviously that PT Company did not focus on downstream market. Compared with other companies, PT Company can't control the terminal market. Thus, PT Company should continue to optimize and extend its industry chain structure, to strengthen the construction of the terminal sales team, and to improve the terminal sales ability constantly.(6) PT Company current channel operation costs are high, channel maintenance deficiencies, PT company should improve the operating efficiency of the channel, reduce channel maintenance costs for the upstream manufacturers and operators to provide more value-added services, strengthen the maintenance of the channel downstream customers, reduce channel internal conflicts, improve channel control.(7) PT Company should cooperate closely with the platform vendors like the China Telecom and the China Unicom, continue to explore the cooperation opportunities with China Mobile, and select more proper platform service suppliers. To expand the cooperation of direct supply business platform of the main mobile phone manufacturers, the products are not only include mobile phones, but also contain accessories and other 3C products gradually. PT Company should try its best to be the multi-functional service provider in the field of mobile phone distribution.Based on the theory of strategic management and marketing, this research makes use of the Internal Factor Evaluation Matrix, External Factor Evaluation Matrix, Michael Porter five forces model, benchmarking studies, McKinsey Matrix, Non-cooperative gaming theory to analyze the situation and issues of the current distribution channel of PT Company, and making the suggestions of the channel reform, and further explore the critical path of the channel change.