Research On Relationship Marketing Of V Company's Mobile Phone Market

In the days when 2G and 3G networks were popular,the mobile phone national distributors acted as main distributors who played important roles in mobile phone sales.The massive mobile phone customizations via the partnership between national distributors and operators in the 3G era tremendously reduced the production cost of smartphones and accelerated the popularity of smartphones.With the incoming of the4 G era,significant changes occurred in mobile phone markets as operators quit customizations and manufacturers took the dominant roles at marketplace,accompanied by channel direct supplies.As a result,the discourse power of national distributors at mobile phone market has been significantly weakened.In a new market environment,a more stable partnership between national distributors and various stakeholders is crucial to the future corporate development.As one of China's top 7 mobile phone national distributors,V Company relied on WCDMA of China Unicom in the 3G era to launch large-scale customizations and rapid distributions.The quick development enabled it to achieve over 40 billion Yuan of sales in 2013.However,the changing market environment in the 4G era significantly altered V Company's relationship with various stakeholders,especially customers and suppliers,and the fact that its original strategy of relationship marketing became unfit with corporate development poses great difficulties to the company's business growth.With V Company as an example,this paper is based on the theories of relationship marketing to summarize the current status and development trend of relationship marketing among mobile phone national distributors.The analysis of V Company's current relationship marketing strategy points out relevant issues,followed by countermeasures that are proposed in accordance with market environment analysis.It is the aim of this paper that a better relationship marketing strategy of V Company can enhance corporate competitiveness,ensure more stable partnership among relevant stakeholders,guarantee corporate sustainable development and provide references to other mobile phone national distributors facing the same dilemma.