The Kelon's Strategics Of Marketing Channel Under The Environment Of Supply Chain In Chongqing

By the development of more than twenty years, the electrical household appliances industry have gain great achievement. But, because of overcapacity, production is serious keep long in stock, distribution channel is no smooth, the economic benefit has been becoming more and more tiny. Under the environment of WTO, the market share of the foreign electrical household appliances are growing. And under the environment of supply-chain, the competition has extended to the supply commodity, distributor, and retail of core enterprise. Guangdong kelon Electrical Holding Co., Ltd, is one of the biggest manufacturers and has an important role in the domestic market. Chongqing city is the important electronically market in the west south of china, and the competition is very violent there. This paper is based on the supply chain and marketing channel. It studies the construction of marketing channel and management mode and gives the special suggestions in the final paper. Maximum of customer value is the final object of all the marketing channels. There are the following effective methods to attend this aim, for example, making the channel wider and flatter, establishing the sales branch whose core is profit, changing the marketing into managing of commercial mode. Sales branch is the leader of the above channel. And it plays the core use in this channel. The theory of commerce circle, Lai-li method and 20-vs-80 method provides the evidence to construct the effective marketing channel. Those effective management on the distributors and channel conflict is helpful for the energy of marketing channel. Establishing the marketing center and the third logistics when possible provide the insurance of the satisfactory operation of marketing channel.