Study Of Kelong Electric Appliance Marketing Channel

As China enters WTO, circulation field will open to the world further. So international circulation tycoons will fasten their expansion pace. In the past 20 years, after the baptism of market competition, domestic circulation brunt enterprises will make trends to mature and concentrate step by step. Controlling channels and fighting terminals will be in common and market practice among manufactures.This title focuses marketing channels in KELON family application Ltd. CO. Marketing channel innovations and concrete operations in KELON company are expounded and analyzed concretely by way of case analysis and document research. Firstly, it is based on environment theory, cycle theory, conflicting theory, consumption revolution theory and the type of channel modes. Competitive brands' channel and rural markets in domestic application industry are analyzed. Sequentially, Its conclusion is that rural market demands and development margin in Chinese application industry are enormous in the condition of big-middle cities' family application market demand saturation. Secondly, the author introduces KELON market channel development processes and trends. So its conclusion is that sale channel is decentralized, it is a development trend in all the domestic application industry. Old marketing channels in KELON can't be adapted with the strategy for plundering rural market. So KELON marketing channels are innovated. Its practical operation is lowering the gravity of sale channels. The development strategic targets for KELON are "rural encircling city", realizing "one thousand of hundred million YUAN counties ,one thousand and half of fifty million YUAN counties" are guaranteed by lowering the gravity of sale channels and shorting supply chains .Finally, the author explores the problems that take place after lowering the market channel gravity, as well as the conflicts between the new and the old marketing channel which occur in household electrical appliances industry, then give them resolutions.This title focuses on the research about marketing channel innovation and supply more theories instructors and more facts for domestic enterprises inorder to deal with the efficiency, convenience and steady of marketing channels better. It also offers certain help for domestic enterprises to keep up with world enterprises sooner.