Distribution Channel Management Of Kelon Refrigerators

China home appliance industry has made a lot progress after its more than two decades rapidly development. However, this industry now is undergoing a fierce competition with the foreign home appliance giants who are more preponderant in technology, capital and management. On the other side, home appliance manufacturers of China share the nearly same brand reputation and product technology, performance, quality, price and after sale service except distribution channel management. Therefore, the key factor for these manufacturers to get out the morass and march forward is to establish and optimize its distribution channel. China home appliance manufacturers have to utilize distribution channel to get the products to their consumers. It will be a painful task for manufacturers to establish their dealer network to cover every part of China without any aid because terrain, culture and people's income in China vary a lot in different regions. Therefore, it is an advisable way to utilize resource of existing dealers to improve Kelon's dealer network.The paper accomplishes on the basis of four months investigation in Kelon Group. It presents refrigerator distribution channel theoretic and three main channel models and their applications in refrigerator industry. The paper also emphasizes the selection, stimulation and control of Kelon refrigerator channel members. The last part of the paper analyzes at length the problems occurred in the channel and gives out resolve methods.