Nokia- trained to Chinese kung fu.doc

 PAGE \* MERGEFORMAT 7 Nokia: trained to Chinese kung fu Case subject: Nokia (China) Company Success Keywords: channel dive Market effect: grasp the characteristics of channels are operating in China, surpassing the old rivals Motorola and other rivals. When the Nokia for the Chinese market to adjust the operation of the channel strategy for the future, its product quality, brand, and other areas can be highlighted, while domestic brands in this respect it is difficult to catch up in a short time. Strong penetration of the channels have always been traditional rivals Motorola, Nokia, Samsung’s weaknesses. Marketing Event Playback: In 2003, China’s domestic mobile phone brands earthshaking staged drama, low price, channel penetration, the market rapid response capability, known as their three magic weapons. Nokia and other foreign brands agent used in the original system, although the longer meet the current market, but domestic mobile phone brand channel model is not perfect. The domestic mobile phone brand channel model requires sales staff are more number of personnel and more costly, so there must be greater to support sales and profits, manufacturers need to improve the sales organization’s management capabilities. Some of the domestic home appliance companies have in this area suffered quite a lot. Therefore, the domestic mobile phone brands are also on their channel strategy to adjust. Nokia China’s mobile phone sales director Fu Lei told reporters that, in order to compensate for deficiencies in a variety of the original channel strategy, Nokia right channels of the large-scale reform with Chinese characteristics, not only to retain the national general agent, also used at the provincial level agency system, while strengthening the right the retail terminal management. Policy Analysis: From the agent system to the provincial-level distribution system In 2000, before the market-dominant position Nokia, Motorola and other foreign brands, using t