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

The competition pattern of various mobile brands is changing quickly as the continuous development of the mobile industry in Shaanxi.The related production technologies are maturing,resulted in the serious problem of product homogeneity,and an increasing attention was paid to marketing channel construction by the mobile manufacturers.Under the general market environment,Huawei mobile’s status is gradually stabilizing among domestic brands.Especially in recent years,the mobile’s market share in Shaanxi has been grown in rapidly,which,however,has also brought many risky factors to the construction of marketing channel.The paper mainly analyzes the status quo of Huawei mobile’s marketing channel,the issues caused by the marketing channel construction in Shaanxi and ends by proposing targeted optimization measures and suggestions for marketing channel.The paper mainly adopts the research methodology of literature review,field interview,comparison&contrast and analysis.First,review and summarize the fundamental theories of the current marketing channel and define the research direction.What follows is the development environment of Shaanxi market and an analysis of development direction of marketing channel of Shaanxi mobile via summarizing the evolution and status quo of marketing channel of Shaanxi mobile.Then,from the analysis of the status quo of various mobile brands in the situation of Shaanxi marketing channel to compare and analyze the experience and lessons that are available for Huawei for marketing channel construction.In addition,from the current marketing channel situation of Huawei in Shaanxi to analyze the issues the company faced in the Shaanxi marketing channel.At last,some targeted optimization measures for marketing channel are proposed according to these issues.The paper concludes the following problems of Huawei mobile’s marketing channel in Shaanxi.First,the channel construction in counties,townships and towns failed to match the business development;second,the construction of regional channel is not reasonable;third,the single channel incentive could not effectively activate the cooperators;fourth,the channel boundary was not strongly controlled leading to obvious channel conflict.These problems may be caused by the rapid development of mobile business,the ignorance of channel structure optimization and employees lean management.Corresponding suggestions for optimization comprise the aspects of optimizing channel control,cooperation with distributors,channel management and evaluation system and backup measures.