The Study Of HAIER Marketing Channel

There are many kinds of marketing theories, but 4P((price. product. place. promotion) combination marketing theory is one of the classic. The article mainly focus on the 1P(place). This article considers the homogeneity in the home appliance industry is becoming increasingly serious case, the unique channel strategy can effectively maintain Haier differentiated marketing strategy. The main reason is that the home appliance industry's competitive, 3P are faced with the great homogeneity. Marketing channel is only one unique key core competitive for home appliance manufacturers, because the channel strategy is that it is not easy to imitate and difficult, and the diversity of this strategy is obvious.First, The article explain the background to the subject of the article, on the purpose and meaning, and methods. The second part is the theoretical review article, focuses on the concept of marketing channels, marketing channel function, the type of marketing channels and marketing channel management, I attempted to give a clear guidance in theoretically. The third part analyses the Haier's current marketing environment, including macroeconomic environment analysis, analysis of the home appliance industry environment and micro-environments of Haier Group itself. The fourth part is currently marketing channel mode, and problems in Haier . The fifth section is primarily raised that different markets should be taken for different channel mode in urban and rural areas. And focuses on how to achieve sustained competitive advantage in channel strategy, it detail the importance of the relevant factors. Finally, it is the research conclusions and limitations, as well as for the future.