Study On The Home-Appliance Distribution Logistics Channel In China

In recent years, The leading enterprises of home-appliance enterprises in China have been intensely competing in technology, products and marketing channels, which shows severe homogeneity. The focus of competition has now moved to banding and distribution. Meanwhile the home-appliance chain retail business has been quickly developed and already taken on the obvious up-trend. On the basis of the literatures and practical surveys, I found that the present study on the home-appliance distribution logistics lays particular stress on two aspects: one is on the question of marketing channel, the other is on purely technology question such as the method of logistics layout, model optimization and information system, while a little attention is paid to the study on the terminal logistics of the home-appliance marketing channel, and less attention to the study on the integration of marketing and logistics. In practice, the logistics model of the home-appliance chain business is on the stage of development. The lack of theory and practice will lead enterprises to an improper development route, and improper logistics model and disordered channel management will restrain the development of enterprise.In view of the above, from the perspective of supply chain management, this dissertation has picked the Home-appliance Distribution Logistics Channel in China as research topic, and laid research emphases on business process, stock flow and information flow. Firstly, it analyses the current situation and transform trend of China's home-appliance distribution logistics. Secondly, it deeply analyses the question of the information transfer in home-appliance distribution logistics. Thirdly, it probes further into the home-appliance distribution logistics channel mode in China, and for home-appliance chain it conceives a channel model with stronger flexibility for the future and development potential. The last chapter of the paper is the positive analysis on distribution logistics orientation for Suning Home-appliance Corporation.The dissertation is based on related theories in logistics management, marketing management, lean thinking as well as chain operation. Its systematic research includes both positive analysis and normative analysis method on home-appliance industry distribution logistics. The creativity in this article is as follows: first, in the process of lean analysis on home-appliance distribution logistics, it has put forward the problem of logistic information systematicdistortion;second, by the probe analysis on home-appliance distribution logistics, it is brought forward that a flat supply chain ecomodel of home-appliance should be built up, in this mode, logistic distribution is used to integrate home-appliance distribution channel. The author wishes that the dissertation could have some kind of directive influence over the distribution logistics management and model selection of home-appliance enterprises, and enrich the theoretic study on distribution logistics.The dissertation comprises six chapters:Chapter I Summary.Chapter II Current situation analysis on the home-appliance distribution logistics in China.Chapter III Based on lean thinking the analysis on the information distortion of home-appliance distribution logistics.Chapter IV The probe deeply into the channel model of home-appliance distribution logistics.Chapter V The positive analysis on distribution logistics orientation for Suning Home-appliance Corporation.Chapter VI Conclusion.