The Investigation About Kelon Electrical Holdlng Co., Ltd Market-Mode

The electrical home appliances trade is the first trade to try the market-based operation, and the trade of the market-based operation of our country with supreme degree too. With movement to maturity day by day, the electrical home appliances industry's overcapacity, increased competition and dropping profit level are becoming more and more serious. Furthermore, after the accession to the WTO, foreign rival has got involved energetically and consumer's consumption rationing is strengthened. All these have made the selling modes of a lot of household appliances enterprises less adaptive the development of the market, and Kelon Company is one of these companies. This article has applied many approaches, such as SWOT, to set up Kelon Company assistant sale model, and have achieved success in operation .It will has many directive significance for electrical home appliances enterprise to set up new selling mode in new marketing environment.This article has first analyzed the development course and commonly more used agent' s system of the electrical home appliances trade. Then make SWOT analysis of Kelon and point out the existing problem of current sell and management, such as serious triangular debts, disordered product price and poor control to selling channel. Then the article made market position and analysis for setting up Kelon new selling mode. All these works included the analysis of following the operation law of the channel, the analysis of adopting the channel marhet orientation of " walking on two legs ", the analysis of adopting strongly widen the third and forth degree market anddecisive terminal end of the market. At last the article set up Kelon's new assistantsale model based on the former analysis.