A Primary Study On Management Of Home Air-conditioner Distributors In Guangdong Kelon Electrical Holdings Co. Ltd. Heilongjiang Branch

With market competition of home air conditioner trade, the price of home air conditioner lies nearby in equalization point of profit and loss of enterprises, Trade profit approaches zero. Large quantities of medium and small brands had to withdraw from the market, The most powerful four brands—Gree,Midea,Kelon and Haier, in order to meet the needs of market competition, adjusted the marketing tactics and combined market resources successively. Guangdong Kelon Electrical Holdings Co. Ltd. had taken "LONGBA action" for six months since April of 2003 to open up and adjust vigorously the gigantic commercial network, The goal is that traditional "Pyramid-type " marketing channel would be changed to a "flat-type" system mode, making channel center shift down. In October 2003, Kelon Company adjusted the structure of branch company of every province, set up the regional marketing center examined independently, enabled managing weight-center to shift down, the management need in order to meet the channel weight after shifting down. This dissertation is devoted to probing into Heilongjiang Branch of Kelon Company after the marketing channel mode and organizational framework adjustment, according to local actual conditions, how to improve and strengthen distributor's management, so as to improve the occupation rate of market of the company products. First, this dissertation recommends the overview of air conditioner market of the whole country and Heilongjiang Province, and the selling overview of Kelon Company in Heilongjiang province, analyses and puts forward the questions that Heilongjiang Branch of Kelon Company existed in distributor's management.Secondly, proceeding from angle of the actual combating, and directing against the existing problem, the dissertation proposes the solutions of the distributor's investigation, the distributor choosing, the "moving-distributor-plan" the respect, market order management and distributor examination, etc. Under the direction of the idea of "weakening batch, strengthening distribution and winning terminal", the solutions would impel distributor-manufacturer's relation to be changed to the partner type from the trade type, realize that the kelon company controls the distributor's group , make the scattered distributors form a merger system, pursue win-win or more winning goals.Lastly, This dissertation proposes the dynamic closed-loop management model. Because selling of the home air conditioner trade has the obvious seasonal characteristic, its distributor management presents periodic return. From the point of view of producer, distributor's management is the course of the dynamic closed-loop management, as selects the superiors and eliminates the inferior.