A Study On Marketing Reform Of Heson Company Based On Supply Chain Thought

In Chinese cell phone industry, the competition is becoming more and more serious. If any cell phone business enterprise wants to exist and develop in this market, it must focus on'competition and cooperation'rather than'competition'. As a result, we must pay more attention to the members'cooperation and emphasize the response to consumer's demands, to improve the competitiveness and profits of whole supply chain members.By applying the theory of Supply Chain Management (SCM), this thesis tries to explore the marketing reform in mobile phone industry. Combining theory with practice, it discusses the characteristics of sales and supply chain management in different stages. It analyses the connection between them and the bright future of SCM in mobile phone industry. This thesis analyses the existing conditions of Heson company and selects representative index to assess the supply chain performance. It locates and classifies the key problems. Then it analyses those problems with SCM theory and brings forward new scheme for the company with solutions. And then it uses scientific methods to analysis the subjective and objective conditions. At last, by analysis the data, it chooses the appropriate scheme for Heson company.