Research On Inventory Management In Marketing Channel Of Home Appliance Industry

The China's home appliance industry is in combining, and the trade is quite fierce in competition. The homogeneity of the products causes effective supply insufficient, and the high speed of production capacity and the low utilization ratio cause stock to be on the high level and supply to be surplus. Profits have been decreased because home appliance retail channel is getting specialization, foreign capitals brands are involving in competitions and price of raw materials is rising. As home appliance manufacturers' profits are reducing constantly, the stronger enterprises have shared more in market at the same time large numbers of weak companies have disappeared stealthily. The filed of main competition will be changed from price only to technology, quality, channel and service. Home appliance retailers have adopted information system to manage their inventory one after another, but the manufacturers still remain at primitive stage. Such extensive management makes the home appliances manufacturer to can't understand the true states of terminal station on the market, and the production schedule lacks scientific basis. There is a kind of obvious "Bullwhip Effect", which causes the cost of the inventory management to be out of control, and it has reduced manufacturers' gains seriously. In this dissertation, Kelon Corp. and other home appliance manufacturers are regarded as demonstrations. The reason of "Bullwhip effect" occurred in marketing channel was analyzed and the countermeasure how to eliminate the effect was proposed. To different enterprises, several inventory manage strategy such as VMI(Vendor Managed Inventory) and JMI(Jointly Managed Inventory) have analyzed to be fit for different marketing mode. In these modes of information-based inventory management, EDI(Electronic Data Interchange) mode has compared with Internet mode by similarities, differences and suitability. Finally, regarded Kelon Corp. as a case, the dissertation analyzes its current situation and existing problems of its marketing system, and puts forward a Internet-based JMI strategy. There are many problems about how to unite logistics, market system and information system when it exercised in Kelon Corp.. The dissertation puts forward a lot of effectual counter-measure to against these problems.