| In1902to1908, Nathan. Sitabufeierde Americans invented the world’s first mobilephone. In1987, Motorola Company produced the first true sense can take "handset" to call onthe hand, in November the same year, the mobile phone to enter the Guangdong Province,Guangdong Province has become China’s first the development of mobile communicationbusiness area. Mobile phone terminal distribution channels in China have also beenestablished and developed, has experienced operators exclusive monopoly stage, thegeneration of business formation and development stage, the manufacturers self-built channelstage, chain super retailers formation stage, development stage, channel operators controlledmobile terminal industry chain.China telecommunications equipment (Shenzhen) Co., Ltd.(hereinafter referred to asdeep in the post) are associated with the development of mobile terminal industry chain andthe growth of enterprises, every business strategy changes, are based on changes in theexternal market environment and constantly changing. In2008, China’s telecommunicationsindustry, one of the biggest reorganization is completed, China Telecom full acquisition ofChina Unicom’s CDMA network, Telecom China Satcom into China Telecom, ChinaUnicom’s GSM network and other business and China Netcom merged to form the new ChinaUnicom, China Railcom into China mobile. The three operators have the full operating license.All business operations, industry competition, between the mobile terminal industry chaincompetition. This is the study of deep post in mobile phone channel to change the purpose ofthe paper.In this paper, three main research area, one is in the premise of mobile operatorsoperating strategies change, how to adjust the depth of mobile phone channel change andbusiness module can adapt to the demand of operators. Two is between the mobile terminalindustry chain upstream and downstream members based on the interests of the game underthe new deep in the post, how to adjust oneself in the industrial chain to the more color toadapt to the development trend of industrial chain. The three is based on rival channel change,business module, management idea, change adjust competition strategy adjustment, deep inthe post on how to deal with, can grow fast in a competitive environment, extrusioncompetition market share, acquiring rivals operating income. Four is the deep in the post onhow to development of the external environment and the mobile terminal industry chain,adjust the business module, service module diversification, innovation management,organizational change perspective, profitability stabilization. The main conclusions of this study are: first, in the face of the rapid development ofelectronic commerce, build the operator terminal direct supply system, deep in the post needto re design the distribution system, the reform of distribution channel, distribution toconstruct recombinant line, online distribution, the formation of the distribution system. Two,facing the operators pay attention to the retail business, the establishment of terminaldistribution company, the premise to control mobile terminal industry chain, deep in the postoffice needs to be strengthened in the expansion of the area of the construction of their own,or just the quality control of retail stores, promoting the retail business. Deep in the post needsto strengthen in the office of regional expansion, the construction of its own retail stores or asquality control, improve the retail business. Three, the terminal industry chain of theincreasingly fierce competition, a single enterprise is unable to face the complex competitionand business risk, deep in the post should adhere to the principle of openness, cooperation andwin-win attitude, implement hierarchical, classification, classification management incooperation with the company’s dealers, foster strategic partners, to realize enterprise alliance.Need to have the ability to provide comprehensive service four, Communication Corporationderivative enterprises, full service operation, China Telecom, China Unicom, China Mobile iscalled a full service provider, which requires the support service, cooperation company withtelecom business management, bear sales, expand the user scale function, ability requirementsfor deep in the post to have full service operation, expansion of telecommunications businesscooperation, cultivating the telecom service acceptance team, become virtual operators. Five,deep in the post in the industrial chain, the main responsibility is currently is the distributor,the link between manufacturers and retailers, the future deep in the post role of diversification,but the point is to keep distributors, retailers and the role of telecommunication serviceprovider role. Deep in the post need to seize the key points in the industrial chain, accuratepositioning of their own position, to enhance the core competitiveness. Six, facing the trend ofcompetition and the mobile industry chain flat, single, traditional distribution role graduallyweakening, distributors although take the distribution role, but more operating income fromcapital logistics platform. Development platform business, expand the supply platform andcapital become the platform must point and core point deep in the post business development.The marketing channel change theory, combined with the study of experts and scholarsat home and abroad, the master of management, consulting, deep results in the post mobilephone channel development present situation and the internal and external environment,through the SWOT analysis, PEST analysis, BCG analysis, game analysis, benchmarkinganalysis, in-depth interview, field investigation, expert interview, qualitative and quantitative analysis, Delphy analysis method. The existing problems in the mail channel focusing depthand short board, put forward the deep post in the channel reform strategy, measures andprogram, make deep in the post company competitive and leading in the same industry. |
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