The Research Of The Marketing Channel Of 3g Mobile In China

The marketing channel theory content is widespread, which involves the channel price, the channel promotion, the channel design, the channel conflict and so on. On the base of the marketing channel theory foundation frame, this article studies domestic 3G mobile phone marketing channel pattern, the current 3G mobile phone marketing channel problem, channel optimization strategy and so on . 3G times has just arrived. Although the trend of development is very good, the market development and the channel pattern are also at the preliminary development phase, which is facing many problems. Many kinds of channel pattern coexisting causes the channel contradictory to promote unceasingly, and the physical distribution channel also needs to continue to consummate. The operator entity channel construction lacks the corporate plan, the data of traffic and function has not been able to obtain and so on. The 3G mobile phone producers are choosing the superior channel pattern to minimize the channel problems, which in order to obtain the smallest transaction cost and the biggest market radiation, and through effective management maximum degree display channel efficiency. Long-term marketing practice proves that the marketing channel has already become the important attribute of success or failure for the mobile phone producers. Therefore, it is the vital practical significance to the research on 3G mobile phone marketing channel.This article studies domestic 3G mobile phone marketing channel from present situation and the characteristic firstly. Through questionnaire survey, we discovers that the domestic 3G mobile phone marketing channel exist all sorts of questions, which limited domestic 3G mobile phone profession development. Therefore, the channel must be optimized urgently.Through the questionnaire survey and the literature methodology, the reasons which produced to each problem have been carried on the corresponding elaboration. They includes: mobile phone producer own reason (e.g., flees goods regarding channel to lack active control, many kinds of channel pattern coexisting causes channel contradictory to promote unceasingly, physical distribution channel also needs to continue to consummate and so on), the channel operator's reason (e.g., entity channel construction lacks corporate planning, channel member cooperates loyalty to be somewhat low, data traffic and data function have not been able to obtain questions, electronic channel construction insufficient consummation and so on), illegal mobile phone impact on 3G and so on. In view of the above problems and the reasons, this article from 3G aspects,mobile phone producer, channel operator, illegal mobile phone strategy, proposed to domestic 3G mobile phone marketing channel optimization following suggested: firstly, the 3G mobile phone producers use the suitable channel pattern simultaneously to strengthen to channel active control. Secondly, establish perfect physical distribution system. Thirdly, the 3G mobile phone operator should promote the innate channel proportion. Fourthly, the 3G operator strengthens to the channel business agent loyalty control. Fifthly, the 3G mobile phone has custom-made the service safeguard user sensation. Sixthly, cooperate in every way strengthens to the illegal mobile phone attack dynamics. This article analyzes domestic 3G mobile phone marketing channel's present situation and the question, which proposes that has the pointed optimization to suggest, for domestic 3G mobile phone in the market competition, the display localization superiority gives certain suggestion.