Study On Marketing Channel Model Of China Refrigerator Manufacturer

With the development of China economy and technology, the market becomes more and more competitive. When it is hard to get sustained competitive advantage from products, prices, and promotion, the channels become more and more important to enterprise' s marketing strategy. It is especially important to domestic and foreign refrigerator manufacturers. This thesis is going to study how to choose the model of the marketing channels on this background. First, we point out that the marketing channel is very important for corporations. It is not only an important part of combination of marketing strategy, but also an effective means to deal with the changing environment. Then, I shall introduce some important theories of channel. In the third part, I will introduce and analyze three classic channel models which most of main refrigerator manufacturers are applying now in China. In the fourth chart, through analyze the cost, level of diversification, controllability of channel, capacity of market response, I will give a method about how to choose channel model. At last, based on appearance of new technology and growth of new retail forms, I will propose a trend of channel model and a possible model in the future.