The Kelon' S Multi-Brand Channel Strategy Which Is Directed By Inverted Marketing Idea

By the end of 2002, Greencool has already purchased many refrigeratory enterprises including Kelon,Meiling. Its production capability has already reached to as high as 40% of that of the whole nation.Next to Electronix,it has become the second largest refrigeratory enterprise in the world. In 2003,on basis of holding Kelon and Rongsheng, Kelon corp. put its new brand Combine on the market and became the only electronic-enterprise which use multi-brand in our country.However, Kelon's marketing practice in over one year doesn't prove that its multi-brand strategy is successful. Its multi-brand operating faces the trial of brands overlap and unfixed market orientation.The author analyzes the facts such as market characters, competition conditions, resource costs of a company and so on, in the point of marketing channel competition according to the actual situation of regional markets. The author puts forward the channel marketing strategy directed by inverted marketing idea and oriented to the market especially to the competitors to carry out multi-brand operation. The strategy turned out to be a satisfied marketing result in practice. The article also analyzes the reason why the strategy can not be carried out from the upper layer to the lower in a company, and puts forwards the way to solve the problems based on regional market practice.The author points out, at the end of the article, the idea of making regulating marketing channel and promoting marketing network ends as the company's strategy, and discusses the management measures to carry out it.