Research On The Distribution Channel Of Aucma Group

As a famous public company on the electrical appliance industry and in the direction of high technology, in the face of increasingly fierce domestic and international competition from various brand appliance makers of China's appliance industry, Aucma company has successfully maintained the stead increase of the market share in China over the last several years. Especially, its freezer's market share has been standing No.1 among all the products. In 2003, the market share of other products got the rapid rise. The marketing strategy planning of Aucma company lies behind the success of A group and the distribution channel of A group offers a good and thought-provoking example for distribution channel and management of China's appliance industry.This paper will study the key aspects of the distribution channel pattern of A group and its management dealers selection, evaluation, motivation and control, as well as the thesis bring forward the conception of intermediate dealer assistance, information share and management that ensure the distribution channel efficient and fluent, at the same time, it analyses the request, responsibility and significance of the two sides. This paper apply the MBA theories into practice, such as Marketing Management,Strategy Management, Finical Management and Human Resource, it also keeps close eyes on the advantage of Internet using in practice, make company more powerful ,adapt to the current market and keep a competition edge over its rivals.The thesis is aimed to contribute a little to making up the distribution channel strategy and marketing management through the practical research of Aucma company.