Research On The Change And Optimization Of The Marketing Channel Of Chinese Household Appliance Industry

With the development of the economy and technology, competition is more fiercely than before. So marketing channels become the most important part of development strategy mixes. The essence of marketing is to shorten the distance between manufacturers and consumers and to show solicitude for consumers in order to maintain the confidence of consumers in some companies and their products. But marketing channels act exactly as a very important role to make consumers ready to use some kinds of product or service and also overcome many difficulties to achieve the ultimate goal of marketing. Consumers begin to take a dominant position in the buyer's market form. So manufacturers have to start to attach much importance to selling and depend on marketing channels more and more. Channels have become more and more important in modern marketing. Based on that, the modern marketing competition has actually turned into the channels competition to some extent. In the age when there are too many products of similar quality, we can say that the company having good channels must occupy much more product markets and have the advantage over other companies.The household appliance industry as the vanguard of the manufacturing industry has developed very fast in the past more than ten years along with the development of the economy in China. We can find that the household appliance industry has always developed with the reformation of the market economy in China. Its development also reflects the gradual deepening of the reformation of the market economy in the past more than ten years in China. Channels have had and will continue to have a great effect on the development of the household appliance industry in China without doubt.Considering the reasons above, the author chooses the marketing channels of the household appliance industry to study and emphatically explores the transformation of its marketing channels according to much information about the industry and research did by other scholars.The thesis is composed by five chapters. First, the thesis introduces the relevant theories such as Marketing, Marketing channels and Change of Institution. The third chapter analyses and evaluates both the history and present situation of marketing channels of the household appliance industry. It points out that the main model of marketing channels in china. The forth chapter analyses the great changes of institution in the marketing channels. The fifth chapter offers the measures on improving the marketing channels of the household appliance industry.At last, the author makes conclusion of the thesis and points out the shortcoming and innovation.