The Channel Strategies Research On Eastcom Mobile Among Liaoning Area

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.In addition to the problem-driven method, the author employs the qualitative annlysis quantitative analysis, and analogy analyses to illuminate his viewpoints. On the basis of standard marketing theory, as well as through all kinds of scientific analyzing techniques, such as SWOT analysis,contrast analysis, profit and loss analyses and exemplification analysis, the author has fully and systematically studied the current situations, problems and solutions of Eastcom’s sales channel.The dissertation takes the Eastcom as example to give detailed research on the flourish and downfall of Eastcom Ltd. at a changeable background of homemade mobile marke.And at the same time,the attention also focuses on constructing sales channel of Eastcom,particularizing the core competence,corporate culture and the basic structure of the company. Through describing the fluctuation of company’s development, the author displays some problems in production,cost control and the quality of people of the company. Moreover, by observing the performance of marketing, the author too brings forward the problems in channel model,channel management, channel input and terminal construction. In a word,through znalyzing and researching the above problems, the author finds out the causes, and then integrates with both company’s power and author’s experiences and perspective to raise the practical solutions.the author especially expatiates the viewpointand consideration on constructing, optimizing and managing channel modal, daily sales operation and terminal building. Meanwhile, the author provides scientific and systematic methods and ideas about further optimizing the sales channel for Eastcom. And also draw the conclusion:only through the proper channel pattern, solidifying core customers, and consolidating terminal, can Eastcom set up efficient and competent sales channels.This study of the channels for Eastcom mobile phone strategies, the objective is to contribute to the future of Eastcom mobile phone business development, at the same time provide reference for channel management to other domestic mobile phone manufacturers.