Study On Heimer Small Appliances Marketing Channel Management

With the development of Chinese Market Economy, the level of small household appliances increases constantly. Because of high products homogenization and price and brand competition, marketing channels with lasting advantage becomes the key factor of all small household appliance enterprises winning the market. Therefore, strengthening the management of marketing channels means a lot to small household appliance enterprises to enlarge their market and increase sales. Although Heimer entered the market early, the moving step keeps slow. As the market competition being more and more intense, the contradiction of Heimer marketing channels appears gradually, and we cannot see it stop. The market changes are hard to be predicted and nearly include all kinds of channels conflicts. The conflicts of Heimer marking channels can be generalized into the vertical ones between the manufacturer and dealers and the horizontal ones among the dealers. So the studying on the management of marketing channels is extremely important to Heimer developing, solving channels conflicts and building steady and efficient marketing channels.This dissertation, which uses charts and theory with practice and is instructed by marketing management theory, and also applies SWOT analysis and Porter value chain concept, is about study on Heimer with marketing channel management. It analyzes the current situation of native small household appliances market and the reason why Heimer marketing channel conflicts appear. The manufacturer is the leader of channels. On the one hand, it raises the strategy of solving vertical channel conflict by building the value integration, steadying price system, developing market strategy, selecting the channel partners, efficient communicating with dealers and strengthening the management of professional household appliances marketplace; on the other hand, it also analyzes the solving program of channel horizontal conflicts by solving serious conflicts such as selling beyond agreed areas and price fighting.The study on the management of Heimer small household appliances marketing channel is built on the writer's knowledge of marketing management theory and the relevant experiences for many years, which is operational to some extent. Wishing the solving program of marketing channel conflicts raised by this dissertation not only helps the Heimer marketing channels operate healthily, but also advises the other marketing personnel of concerning enterprises channel management.