Study On The Marketing Channel Strategy Of Mobile Phone Enterprises In Indian Market

With the rapid development of mobile Internet,mobile phones as communication tools have become an indispensable part of people's lives.Global mobile phone market develops quickly,many developing countries as well as developed countries have high mobile phone holding rates,and their markets are near to be saturated.However,India,as a country with a huge population,whose economic development is relatively backward,but with an optimistic increase.And the average GDP of India has been increasing stably,the consumption of mobile phone especially of smart phone is increasing dramatically,there being a big potential in Indian mobile phone market.Competition between global mobile phone companies is more and more fierce,while global mobile phone market stop increasing,that of India keeps a stable increase and India has excess America to become the world second biggest smart phone market,many mobile phone companies want to enter into India and fight for more market shares.Competition among mobile phone companies has spread to each link of supply chain.Marketing channels as an important part of marketing play an necessary part in promoting competitiveness.In India,first and second tier cities' markets are saturating,there is still a big potential in third and fourth tier or countryside markets.Therefore,marketing channels sink down to remote place and reduce the channel cost can help mobile phone companies to obtain more market in India.This paper adopt inductive method,and summarize many information about marketing channel,Indian market,mobile phone companies.Marketing channel strategies consist of the choice of channel model,the designation of channel structure,the coordination of channel relationship,the control of channel management.After PEST analysis of Indian market,it draws a clear picture of Indian micro-environment:big potential in mobile phone market,but incomplete infrastructure,imbalance development in different places,high intangible cost hinder the development.By analyzing the situation of mobile phone companies,it concludes that the competition is fierce and has spread to each link of the supply chain,companies focus more on marketing channel.The paper is divided into four parts.Firstly,lay out some theories to support the whole research.Secondly,analyse Indian environment and mobile phone channel present situation,problems,and develop tendency.Thirdly,contrast the marketing channel of Xiaomi and Samsung,and find out their strengthens andweakness.At last,it comes to conclusion that marketing channel should cater to their own strategies,and change over time.The channel structure tends to flat.At the same time,channel members should establish a stable relationship to keep the marketing channel work efficiently.Then put forward some suggestions for Chinese mobile phone companies.There are two innovation points.Firstly,the paper concentrates on Indian mobile phone market.Different from other scholars research on entry model,competitiveness strategy,localization and so on,the paper focus on marketing channel strategies and how to increase market share in the country with big wealth gap and low urbanization.Secondly,the paper research both online and offline channels,conform to the development of society.However,the paper still have many shortcomings.First,the fragmentation of Indian market environment may lead to information asymmetry.Second,the factors that influence the choice of marketing channels may be diverse and cannot be enumerated.