The Analysis of Distribution Channel in China Mobile IndustryAs is known to all, the modern society is witnessing an accelerating number of people emb

The Analysis of Distribution Channel in China Mobile IndustryAs is known to all, the modern society is witnessing an accelerating number of people embracing mobile phones. According to the latest statistics revealed, about 60% of the world’s population own mobile phones and the percentage is increasing on a day-by-day basis (Jun, 2006, p.12). Different people adore mobile phones out of their respectively distinct reasons. However, the major trend of a flourishing mobile phone market is sound and immediate.Many mobile manufacturers provide mobile phones with different features. Hence, it is a bit tiresome and fuzzy to select a particular type of mobile phone that has the latest technology.

On the other hand, the 21st century is facing, on a day-to-day basis, the acceleration of market share competition and the over segmentation of the target market. Under this macroscopic circumstance, commodities and services are increasingly homogeneous, which leaves little room for the further innovation initiatives of most companies. At present, taking into consideration the increasingly homogeneous functions, appearances, prices, and even advertisements of cell phones, there is dim hope that the advantages of cell phones themselves alone can form competitive advantages or edges.

Moreover, D.E Schulze, the initiator of integrated marketing communications theory, has remarked that only by means of "channel" and "communication" can differentiated competitive advantages be gained after the 1990s.

As a matter of fact, the distribution mode of channel-centered differentiated integration has caught due attention in the present Chinese distribution industry. Upon a closer analysis, the loss or gain in the market competition ultimately depends on the speed of distribution, which means commodities and services must be delivered to customers as soon as possible.

Furthermore, the enhancement of the speed and efficiency of distribution channels calls for a scientific and highly-efficient management of distribution channels. It is foreseeable that the innovation of distribution channels and distribution modes will constitute an important strategic advantage in the 21st century cell phone agency.

It is worth noticing that the agents’ development, present situation and developing trend have to be made an in-depth analysis on the existing problems of the distribution channels of cell phone agents. Also, the feasible solutions in accordance with network marketing theories should be proposed, and eventually put forward practicable modes of distribution channels in light of the demand of customers, the establishment of order system, the selection of settlement system, and the new cell phone distribution channels established based on the system.

Researches have shown that network distribution channels can solve related problems in the cell phone distribution channels such as the complexity of channels, the unsatisfying speed of information transmission, high cost with low profit, and so on. As far as the distributors are concerned, their own distribution channels, instead of being abandoned, should be optimized by network channels. Therefore, it is the market's requirement as well as the agents' sincere wish that the designed distribution channel can serve as a reference for the cell phone distribution enterprises in China and the entire industry at large.

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