Research On Marketing Channel Strategy Of Huawei Mobile Phone In Chinese Market

Marketing channel is a concrete channel or path by which goods and services shift from producers to consumers, usually achieved by various agents link. Marketing channels..leading technology and product innovation are the three core elements helping enterprises keep market competition advantages. In the communication area, Huawei company has accumulated more than25years experience, R&D personnel accounted for45%. In contrast to other manufacturers, Huawei Product innovation ability and leading technology level are in advantage. However, Huawei mobile phone business development relatively late. Early Huawei just bound operators to achieve its channel layout, which make its market channel to be certain limitation. Therefore, this paper mainly studies the status and the optimization of Huawei mobile phone marketing channel in China, analyzes from its located competition environment to channel participation, especially analyzes profoundly the existing problems of the Huawei mobile phone marketing channel, and puts forward a series of optimization scheme.Based on the reality existing problems of Huawei mobile phone marketing channel, combining with the history development of other mobile phone manufacturers and environmental factors to analyzes the problem. The related theories, we think the design of channel optimization should ensuring effective market cover, expanding the market share, reducing the cost of channel control, keeping the strong appeal of brand, besides combining with the development of marketing channels of marketing channel integration,thus establishing channel competitive advantage. For the optimization of the marketing channel, this paper considers that the main from the following several aspects:(1) Optimizing the existing marketing channels,(2) Optimizing the scale of channels,(3) Optimizing the control system of channels,(4) Optimizing the cooperation pattern of channels,(5)Optimizing the management and incentive pattern of channels. At the same time, based on the characteristics of the target market orientation, on the one hand, we should look for common interests points with operators, on the other hand, we should adjust the structure of the sales team and standardize the management of falsifying goods. In addition, establish and perfect the information system, logistics system, strengthen controling the optimization of process, pay attention to avoid the risks caused by legal morality.