A Study Of The Reform Of Distribution Channel For DBTEL Mobile Phone

China mobile market had been monopolized by several multinationalcompanies(such as Nokia,Motorola,Ericsson and Siemens) for long time. Themarket share of them was 84% in 1999. But since 2000, Domestic mobile companieshave developed rapidly, their market share was up to 30% in 2002. and in 2003, theshare of domestic mobile was beyond 50%. Comparing with this, the share of foreignbrand decreased sharply. In 2002, the market share of the four companies decreasedto 50%, and less than 24% in 2003. The reason why domestic companies acquiredsuch achievement was that they took flexible channel strategy. Shanghai DBTEL wasthe typical one of them, it went into the mobile business in 2001, By the time ofAugust 2004, its distribution channel pattern has experienced national general agent,self-building distribution channel,fullfillment distributor(FD), and so on. The courseof DBTEL channel revolution is just like the epitome of channel development ofChina mobile Industry.This report will study the marketing channel strategy of Shanghai DBTEL, try tofind the reason why it reformed its channel, sum up its experiences, and discuss itsproblems. Also this report will give some suggestion for DBTEL's channel strategybase on the trend of domestic mobile distribution.This report adopts comparative analyzing method. It studies the distributionchannel evolution of domestic mobile market, and try to compare the channel patternof different companies. At last, it brings forward some suggestions for DBTEL'schannel reform.