Study Of Marketing Channels Of Industry Of Consumer Appliance

With the development of global economic and technology, the market becomes more competitive. When it is hard to get sustained competitive advantage from products, price and promotion, the channels become more and more important to enterprise's marketing strategy, it is especial important for domestic and foreign industry of consumer electrical appliance. This thesis is going to study how to choose the model of the marketing channels on this background. First, we point out that the marketing channels is very important, it is not only an important part of the combination of marketing strategy, but also an effective means to deal with the changing environment, such as, the becoming stronger retail dealer, pressure to reduce the distribution cost, and the challenge of the promotion of technology. Second, thesis brief the present situation of the domestic of foreign industry of consumer electrical appliance, for the foreign, major on the whole channel situation, for the domestic, major on the contract analysis of three models. And then, thesis focus on the following problems, the analysis and contract of agency and self-management, the principles of self-management, the functions of the channels under the self-management model.I have worked in the sales company of a famous manufacture of consumer appliance for a several years. During these years I have experienced the changes of the marketing channels of industry of consumer appliance. After study in College of Economics and Business Administration Chongqing University for more than two years, I have thought about the industry and want to find the reason behind these changes and even use the consideration in the management of marketing channels. This article is a result of these experience and consideration. I hope that the readers could have a basic understood about the marketing channels of the industry of the consumer electrical appliance. It includes the advantages and disadvantages of different marketing channels, the functions of the channels under the self-management. Of course, limited by the knowledge and experience, there's must some faults in this thesis, which, I wish, could be pointed out and corrected by the readers.