| After more than 40 years of reform and opening up,the mobile phone industry has become a name card of Chinese manufacturing,who was contributing 80% of the global output,and Chinese mobile phone brands have taken up 60% of the global market share.At the same time,China has become an important mobile phone market in the world.As A leading technology brand,A Company ’s mobile phones have become the absolute leader of high-end mobile phones in China through its strong brand power,innovative products,and channel management strategies suitable for the Chinese market since it officially entered the market in 2009.Since2010,the market share of A company mobile phones has exceeded 85% in the price tier over 3000-yuan RMB.However,as China’s mobile phone market has shifted from incremental market to stock market,the highly concentrated mobile phone brands and unbalanced development of urban and rural markets have led to intensified competition.A Company also faces many challenges in channel operation in China.Therefore,it is necessary to optimize channel management strategies,based on the new situation and development of channels in China market,to ensure A company’s continued competitive advantage.Based on the above background,this paper takes the mobile channel management strategy of A Company in China as the research object and carries out the research through the logic of "raising questions--analyzing problems--solving problems".Firstly,the introduction chapter explains the necessity and urgency of channel management strategy optimization through the introduction of the mobile phone industry,A company,the history of China’s mobile phone market and the current situation of the channel management of A company’s mobile phone.Secondly,the theory and literature related to channel management are sorted out to find the theoretical basis and analysis tools for the optimization of channel management strategy.Thirdly,through the detailed introduction of the mobile channels of Company A,Greater China,and Company A in China,it is explained that Company A’s mobile channels,on the one hand,focus on retail channels in terms of channel function positioning and serve consumers for the purpose of experience.On the other hand,in terms of channel structure,seven business channels,including self-management and third-party authorized operation,have been built based on market segmentation strategy to meet the demands of different levels of the Chinese market.A Company’s unique channel management philosophy: it regards marketing channels as the extension of products and takes consumers’ experience and service ability as the core of channel value evaluation.This also determines A company’s zero-level or first-level short channel structure with retail as the core of channel design,and channel management takes the service ability of channel members as the main evaluation basis.Finally,based on the above channel management status and characteristics of Company A,problem diagnosis is carried out through expert interviews and dealer questionnaires,and a comprehensive analysis is made combining the PEST analysis of the mobile phone industry,the history of mobile phone channel changes in China,the channel management characteristics of major competitive brands,and the SWOT strategic combination of the enterprise.The suggestions for channel management strategy optimization are as follows: First,channel management mode optimization,adjust the business perspective from Top 600 to 2835 strategy,from offline channels to online and offline channels equal importance,need to further promote digital channel management;Secondly,the structure of channel members should be optimized.The exit mechanism should be perfected for existing channel members,and timely adjustments should be made according to the development trend of different business channels.Third,channel collaborative optimization,to strengthen the horizontal business connection of existing channels,combined with product strategies for differentiated operation between channels,cross-business cooperation in the service system,unified hardware and software standards for dealer stores for integrated digital management;Fourth,channel conflict management should be optimized,focusing on the channel conflict phenomena of fake A company stores,cross-selling,and disorderly market prices,so as to reduce the negative impact on channel management and improve the operation efficiency of channels.Through the above problem analysis and management optimization suggestions,we have found the direction for the optimization of mobile channel management strategy of A Company in China.To implement management measures and achieve optimization goals,we also need to refine work objectives,set specific work steps,and prepare the organization,funds,talents,and policies for the corresponding work.Since the beginning of more than 20 years in the 21 st century,the rapid development of online e-commerce channels represented by Taobao and Jindong and the combination of online and offline channels in recent years have promoted the profound reform of marketing channel management.The live streaming media represented by Dou yin and the construction of Hainan Free trade Island have constantly given birth to new channel forms.Therefore,channel management must keep pace with The Times,take advantage of the situation,do not frame the channel management.Company A’s successful practice in China not only solves the channel management problems faced by Company A in China,but also accumulates experience in global channel management,especially in emerging markets and global online channel business.Meanwhile,for enterprises in the mobile phone industry,as A benchmark enterprise,the channel management practice of Company A has practical reference significance. |
