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Nokia knows that China is a very large and complicated market; a company cannot deliver rapidly its high-quality products to its end-consumers without very effective and powerful distributing network. So, it is believed by Nokia that its success rests with the establishing of the above-said network.

Simultaneously, under the condition of excess supply of mobile phone, the distributors begin to obtain power to bargain with upstream manufacturers. And without extra benefits, they will concentrate no effort on certain individual brand. On the other hand, as same as other consumables, handset begins to come into various supermarkets. This constitutes a practical threat to the existing distributing networks of mobile handset industry. Once the new relationship between handset dealers and manufacturers establishes as such, the distributing merchants and retailers will inevitably determine the fate of the whole industry.

Based on the above understanding, Nokia takes its steps as follows:

1. Before 2000, Nokia took up with the distributing tactics of finding several nationally general agents such as China Postal Mobile Communications Equipment co. LTD (abbr. CPMCE hereinafter) and Shanghai CellStar International Trading Co. LTD (abbr. SHCS hereinafter), which help Nokia to spread handset selling via 3 levels of dealers. At that time, 3 levels of deals selling system is traditionally the main and available channel to distribute products countrywide probably.

2. At the same time, Nokia found that, only by general agents, its products can only sell fluently to first level large cities, such as Beijing, Shanghai, and Guangzhou, etc. To further open the market of provincial and municipal cities, Nokia initiatively developed provincial distributors. The number of such dealer has expanded to nearly 100 in May. 2004 compared with 20 odd in Jan. 2003. Evidence proves that this system successfully deliver large amount of Nokia handset to a great lot of families45.

3. Along with the construction of 3-level selling system, Nokia began to test its direct retail approach based on the result of cooperation with retailers in Shanghai e.g. Shanghai Guangda Telecommunication Tiandi Co. Ltd. After affirmed the performance of this approach, Nokia extended this system. In 2002, a special group named DRP (Direct Retail Program) came into existence, which is especially responsible for providing products to retailing markets. From then on, Nokia has signed cooperating agreements with series of home appliance concatenating retailers such as Gome, Dixintong, Yongle, and Cnsuning and so on.

As is evident, Nokia has gradually established its multi-levels and multi-channels of distributing system. And there coexist 4 types of selling system in Nokia, that is nationally agents、provincial agents、provincial mix of direct dealers and distributors、and direct retail systems.

As a result, Nokia can now penetrate promptly its product本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。