Research On Channel Management Of China Mobile's Independent Brand Mobile Phone

China Mobile Group Terminal Co.,Ltd.(hereinafter referred to as "China mobile terminal company")launched its own brand mobile phones to the market in early August 2013.Through the successful R & D and sales of China Mobile's own brand mobile phones,China Mobile has become the first comprehensive telecom network operator in China to independently develop mobile phone terminal products.With the saturation of mobile terminal market capacity in recent years,the cycle of user switching is also increasing.However,the sales volume of China Mobile's own brand mobile phones is lack of new growth points,and China mobile terminal companies are also experiencing the period of enterprise transformation.In the fierce market competition environment,it is necessary for Yancheng branch of China mobile terminal company to study how to improve the sales volume of China Mobile's own brand mobile phones.Focusing on the problems of mobile phone sales of China Mobile's own brands,this paper attempts to put forward feasible solutions in line with the characteristics of Yancheng region by strengthening channel management.At present,there are few researches on channel management in marketing activities,especially in mobile terminals.Based on the theory of project management and the theory of sales channel management,this paper analyzes the internal and external environment of Yancheng mobile phone market by using the methods of questionnaire survey and SWOT analysis,combined with the specific situation of Yancheng mobile phone market,and finds that Yancheng branch of China mobile terminal company is in the aspect of mobile phone marketing of China Mobile independent brand.In order to provide effective theoretical and practical support for Yancheng area to improve the mobile channel management level of China Mobile's own brand,the paper puts forward the optimization strategy of the mobile marketing channel of China Mobile's own brand,including the following strategies: improving the channel system,optimizing the product series,clarifying the price positioning and strengthening the marketing.