Research On Marketing Channel Pattern Innovation Of HAIER

With the establishment and improvement of the market economic system of our country, the intense market competition and powerful technical innovation make the sale channel become more important. Also more and more enterprises just realize the importance of marketing channel gradually, and promote the sale channel management to the strategic level. However, as to the marketing channel, what the most enterprises take are the traditional way of management and the pattern of the channel. It is urgent to solve the problem of developing tendency, the realization of the innovation and what role the member act of the channel. The major research of this paper is the innovation problem of the selling channel of HAIER.The article was divided into seven parts totally. The chapter one is introduction, including the research intention and background. The second chapter has introduced the basic theory of the channel to summarize the function, feature and the basic concept of marketing channel. The following is the key part of the paper. The third chapter has narrated the traditional channel pattern and its question and the marketing channel of HAIER. The fourth chapter studied the problem of the marketing channel of HAIER. The fifth chapter presents the innovation pattern of marketing channel of HAIER, and summarizes the directing-channel, call-center and Internet -channel pattern. The sixth chapter has discussed the method for marketing channel pattern innovation. The seventh chapter has given the summary and problem of the article.