Research On Air Conditioner Marketing Channel Of Kelon Company

The marketing channel, as one of the key elements of the marketing 4Ps, the implementation of the marketing strategy of enterprises plays essential influence. No matter what kind of the marketing channel it is, the sales of products is not the simple transformation from the ownership of products to the products entity. To realize this " thrilling jump for the products from the hand of producers to the final consumers needs mutual coordination and cooperation of every key element in the channel system of marketing. In fact, there is a saying " does things in his own way, efficiency is low " for the marketing channel in the channel system of marketing, it is insufficient to communicate, it seems disorder, it can neither meet enterprise the demands of enterprise itself, nor meet the demands of customers and market, meanwhile it influence the improvement of enterprise' s economic benefits and competitive power, so how to integrate the marketing channel effectively is an essential subject we have to confront.According to the basic theories of marketing channel management, in the form of sample research, through analysis of marketing channel mode of domestic air conditioner which had already exist and research of development trend of marketing channel in the future, combining my working experience and thinking in Kelon , some adjustment of the existingair conditioner marketing channel of Kelon which is based on the overall analysis of the current condition of marketing channel of air conditioner of Kelon were performed. I have put forward the marketing channel mode of dividing the area and brand and made the tactics up. I hope that there are certain guidance functions to the air conditioner marketing of Kelon, and hoping to have certain help and reference function to other air conditioners enterprises.