Study On The Improvement In Distribution Management System For Shenzhen Mobile

With the rapid development of mobile communication industry and the issue of3G license, the fierce competition is on a worldwide scale. Facing new challenge,three telecom operators in China cannot but research on new methods to adapt to thecompetition environment. They are both researching on strategies for technology,capital, manpower and marketing and operating pattern and trying to probe how tofind a way to win in one new wheel market competition.This paper analyzes the advantages and weakness of Shenzhen mobile by SWOTmethod based on the relevant mobile distribution strategy. By using the internal data,the author makes statistical analysis on distribution channel for Shenzhen Mobile andobtains that the regional distribution imbalance of distribution channels in Shenzhenarea which leads to inventory transshipment. It then resulted in low loyalty, lowefficiency and weak control of social channels as well as the growing conflictbetween channels. The main reason for these phenomena is that the asynchronybetween the channel planning and the market of Shenzhen Mobile. The authoradvances the corresponding countermeasures to solve these problems. Firstly, thechannel management should be changed from size widen to effective control in orderto strengthen channel planning; Secondly, to improve the loyalty of core socialchannels as well as achieve integrated operations channel; Thirdly, channel value ofthe transition to the telephone number from a single mobile phone sales to businesscontent sales; Moreover, to strengthen sales and service of electronic channels;Finally, optimizing the channel structure based on assessments of the secondgeneration efficiency model.