Research On Information Management Of XX Mobile Phone Marketing Channel In 3G

In the fierce market competition, marketing channel system becomes the lifeline of enterprise operation. In recent years, the business philosophies that "Channels Working as the Key to Dominate" and "Terminals Serving as the Mean to Win" have gradually become the consensus of producers and distributors. Especially in the Chinese market, channels are often regarded as "the root to settle down". China is a vast country with significant regional differences. In different regions, the market environments and channel ecology are different. Only by building own targeted marketing channels with aiming at different products and the different markets, enterprise could make its products penetrated into the markets with the fastest speed, and really close to consumers, i.e. so called "The market is always dominated by the owner of channels". In the modern social economic conditions, due to continuously expanding of enterprise target market scope, most production enterprises sell their products with the help of a chains of brokers’reselling activities, instead to sell directly to end consumers or final customers. With reasonable selection and use of distribution channels, the enterprises can deliver the products they produced to the appropriate places with the highest efficiency and lowest cost, and sell the products to the consumers and users at the right time and proper prices. By satisfying consumers’ demand, the value of commodities can be realized, and enterprises’ normal production and operation activities can be ensured. For the enterprise, the success of the marketing channel strategy depends not only on the internal support and cooperation of all aspects of enterprise, but also on cooperation and coordination of the member partners of marketing channels outside the enterprise. Without the cooperation and coordination from these external marketing channel member enterprises, distribution channels will be difficult to set up, and the enterprise needs a set of channel planning, channel system developing, and powerful channel execution, so as to build the channels properly, and to make the production and operation of enterprise activities carried out orderly.XX company is a wholly owned subsidiary of LT Group, mainly undertakes the centralized purchasing, distribution and retail business of LT Group communication terminals, its operating range of products includes mobile phones, network cards, net-surfing tablets and other wireless communication terminal products, the company annual sales revenue is more than 20 billion Chinese Yuan. As a national dealer of mobile phone terminal equipment with background of telecommunication operator, XX company operates the terminal sales business by its own channels at LT group business halls all over the country, meanwhile also works actively with the outside distributors and straight-supply customers to carry out terminal consignment business in social channel. Faced with fierce competition among the major dealers in the industry, how to greatly expand social channels, how to effectively promote the sales of channel customers, how to control the sales of Sell-Out and Sell-In of channel customers in time, are the major subjects placed in front of XX corporate management, consequently enterprise informatization becomes an important tool for solving the above problems.The world today is in an information age, an era that knowledge become productive forces. The popularity of information is the main feature of the information age. The so-called enterprise informatization, simply say, is with the help of information technology (IT), the process of enterprise operation data collecting, processing, refining and forming into information and knowledge. And deeper meaning is with enterprise development strategy-oriented, to organically combine the IT with business process and product innovation, so as to create a competitive advantage hard to replicate. Microsoft founder Bill Gates once pointed out that: enterprise has only two categories, one kind is the enterprise of informatization, the other one is the enterprise to go out of business. This remark indicates the importance of enterprise informatization in today’s world, and enterprise is hard to survive without informatization.With the restructuring of China’s telecom industry in 2008, XX is facing a severe test of transition from exclusive operation of the CDMA terminal to the market-oriented operation of 3G terminal. Over the past few years, shouldering the heavy task of the LT Group centralized purchasing and sales of WCDMA terminal, XX experienced the processes from distributors to retail, from own channels to the social channels, and from simple management to refined management. As the national dealer of strategic terminals including the Apple iPhone, XX kept constant transition in the repeated explorations, and upgraded quickly in persistent innovations. In this complex transitional process, electronic marketing management system provided strong support to the triple-digit rapid growth of 3G terminal sales for consecutive years. From purchasing to sales, from the enterprise internal to outside partner, from supplier to the logistics enterprise, and from customer to store, XX company information platform exists everywhere, formed IT support system of unique characteristics of operator, with integration of distribution and retail, business and finance, successfully achieved LT Group’s strategic goals that terminal supply chain must be managed with "informatization in all the channels and whole process ".This case study summarized and analyzed typical problems which are generally concerned by distribution enterprises, put forward e-management solutions to enterprise marketing channel, thus to promote standardization, transparency and informatization of corporate channel management, and boost the overall improvement of enterprise marketing capabilities.