The Marketing Mode And Channel Innovation Of Nokia China

In modern commercial economy system, sales of any product are closely connected with marketing, of which the marketing mode is the key of research for all trade companies. Enterprises have their own marketing modes in different developing stages and the development of an enterprise is the formation and innovation process of marketing mode.In China, more and more mobile phone manufacturers (domestic or abroad) and mobile operators get involve in the market competition. New communication industries are experiencing continuous prosperity with the integration of high technology, such as communication technology, media and internet, etc.In this industry, various kinds of advanced mobile phone marketing modes also influence the market development constantly. As a result, more and more enterprises begin to upgrade their management ways to a level with greater competition; meanwhile, the mode management of mobile phone sales channel is increasingly gaining senior managers' attention.The sales channel of Chinese mobile phone market has been expanded steadily to various-channel-mode covering great chain, operation business, FD, etc from its original single-way—exclusively selling of a certain brand nationally. Innovation on sales channel witnesses overall development of mobile phone industry. It brings profound impact on industry pattern and it is the key to business prosperity of every mobile phone manufacturers.Channel innovation is an important driving force for enterprises' development. Only with close attention on market fluctuations and researches on changes of marketing patterns can an enterprise succeed in meeting customer's needs and realizing its operation target. Only when the enterprises deeply understand the significance of channel, respect the rules of channel development can they effectively adjust their own marketing modes, have proper innovation and maintain a leading position in channel sales of the industry.Based on marketing theory for positioning sales channels, innovation theory of economy and strategic theory of mixed marketing, this paper devotes to analyzing the development of mobile phone industry marketing mode and elaborating the importance of channel innovation. Meanwhile, Taking Nokia (China)--the representative of this industry as an example, the paper also deeply illustrates that channel innovation is the driving power of enterprise development. It can be noted that only when the enterprises adopt proper channel strategy with consistent channel innovation in real practice can it head forward the way of prosperity.