Mobile Product Marketing Channel Research

As the carrier of sales conduct, the Marketing Channel plays the essential role to consummate the launching of merchandise from manufacturers into the market, which is pivotal and important for the overall development and operation of enterprises. China handset market has already become the biggest and fastest growing market relating to consumer electronic products. It is the main channel that domestic consumers buy handsets from retailers. As we know, there are different kinds of retailers and the channel for the handsets delivered from different manufacturers to retailers are different as well. Thus, it is very important and necessary to analyze the Marketing Channel for handsets delivered from handset manufacturers to retail shops. From the very beginning, the Marketing Channel for China handset market keeps continuous and quick changes, which is extent to be interrelated to the Channel Strategy of China Tele-communication operators. Comparing the handset Marketing Channel in China with other developed countries, China Tele-communication operators only purchase 20% of the total production volume in the market, however, West Europe and North America operators almost consume 100% handsets in their own handset markets. Why the current complexion of China handset market is going on in this way? What is the foreground of such a stirring market? Particularly with 3G's coming, to analyze the transformation of China handset Marketing Channel, is meaningful and significant for the whole China Tele-communication industry.This thesis is designated to, through analyzing the configuration and specialty of the current Marketing Channel exists in China handset market, find out: (1) What kind of Marketing Channel Structure is suitable to China handset market; (2) How to appraise the feasibility of the configuration of handset Marketing Channel;(3) What is the next development trend of the handset Marketing Channel. For the purpose of feasible investigation, SonyEricsson, as one of the successful market leaders in current handset industry, is exemplified to be studied and its Marketing Channel Structure has been lucubrated hereinafter in this thesis. Finally, it hereby concludes the outlook of the China handset Marketing Channel in developing.