The Mobile Phone Market Distribution Channel Conflict And Management

With the development of economy and enhance of people life standard, mobile phone has become a kind of common electronic product. In order to survive, develop and strengthen, every manufacturer of mobile phone tries to expand its distribution channel to enlarge the sales amount with giving its products more and more probability to display before consumers. At the same time, for more attraction in price, manufacturer of mobile phone wants to cut the distribution cost. These changes will bring out the inner channel conflict. In addition, because mobile phone is a kind of product of mini-size and high-value, the distributors can get more profit if they change the price or sale products in the other sales regions. So dealing the conflict properly in channel is very important to every manufacturer of mobile phone.This paper includes five chapters. The first chapter introduces the theories of distribution channel and channel conflict. The second chapter introduces the develop course and trend of mobile phone distribution channel of our country, including some case analysis. The third chapter explains the reasons of channel conflict. The forth chapter gives some suggestion about how to deal with the channel conflict according to the reasons of third chapter. The fifth chapter draws some conclusions according to the above four chapter.