Distribution Channels Management Of Residential Central Air-Conditioning System In China

Residential Central Air-Conditioning System (RCACS) is a new sub-industry of householdelectronics industry. For the high profits, the competition intensity of this sub-industry is alsostrong. And today in china, the distribution channels management has been one of the mostimportant things in the management of enterprise. The managers have been keen on how torebuild the channels, how to balance the power of the channel members and how tocommunication with the customers through the channels. The management of the distribution hasbeen the key of the marketing management of enterprise.This dissertation is guided by theories such as the distribution channels management, themultidimensional auctions and the game theory.Firstly, this dissertation analyzes the whole status of the RCACS Industry including thebackground of the industry, the character of the marketing, the character of the customer and thespecial of the selling.Secondly, in order to gain the measures of selecting channels, the dissertation compares the rule ofthe agent and the franchiser. Combined with the special of RCACS, it establishes a model ofauctions. Using this model, the manager will be able to decide which kind of agent should bechosen. Then, the dissertation establishes two models: 2M-2R and 1M-1R. These are used toanalyzing the relationship of the channels members, studying the effects of various powerrelationships in the channel and comparing the different characters of the channels.Finally, this dissertation analysis some concrete problems of the management of the RCACSenterprise, such as the conflicts of the distribution channels, the price system of the distributionand the competition relationship between the online marketing and the tradition marketing.