The Analysis On The Marketing Channel Of Meiling Group

Electric home appliances industry is one of the well-developed industries in China, which including refrigerator industry. Some domestic companies, such as Haier, Changhong succeeded in this industry. When we study their competitive advantages, we can find that the advantages in marketing channel weigh quite more than other factors.Meiling group is among the Big four in refrigerator industry, and it has kept its market share among Top 3 for more than ten years. Meiling developed in a unique way, from product innovation, technologies innovation to marketing innovation. In the last few years of the last century, Meiling was faced by some difficulties. Owing to the changes of market and competitive environment, its sales volume sloped down together with its market share. Under this circumstance, Meiling carried out some marketing change, including channel change.In this article, the author began from analyzing refrigerator market and marketing channel of electric home appliances industry. In chapter 2, the author analyzed the macro environment of refrigerator market, introduced its history and industry characters, then its status quo and development trend. Later on, the author emphasized on the analysis of marketing channel of domestic electric home appliances, analyzed its competitive situation, and introduced the main marketing channels and channel models.Based on these analysis mentioned above, the author analyzed the marketing channel of Meiling Group, emphasizing on its channel change. Starting from the situation and problems facing Meiling Group before channel change, the author analyzed the goals, principles, measures, directions, and results of channel change step by step. In the last part, the author analyzed the ideal channel model of Meling Group, and what other companies can learn from Meiling Group in channel change.