The Research Of Chinese Home Appliances Enterprises' International Marketing Channel Model

In recent years,Chinese Home Appliance Companies such as Hair,Changhong,TCL and Hisense etc.are beginning the internationalization and establishing local marketing channel around the world.The Home Appliance industry which is the most internationalized and competitive line in China is always in the very frontline of Chinese reform and opening.The mode of Chinese Home Appliance industry is clasical,while the experence of the companies is meaningful.The author analysis the mode of the Chinese companys'marketing channel,as well as the experience gathered from other companies,and finally put forward some suggestions for the development of Chinese Home Appliance company.The author starts from the definition of the marketing channel and analysis its character,function,structure,utility,as well as the features of internatinal marketing channel.In chapter 2,the author introduces the status-quo and the character of the main Home Appliance market,ranging from the USA,Japan,European to the emerging market.The globalization of Chinese companies are showed in charpter 3,meanwhile,the author introduces the main marketing channel of these companies.During the last two chapters,the author provides some constuctive countermeasures for the Chinese Home Appliance company by summing up the situation of Chinese companies.