The Research Of Refrigerator Distribution Channel Of KELON Company

Refrigerator industry is one of the most market-oriented and mature industries in China. At present stage, the distribution channel becomes the competitive core in the refrigerator industry due to high product homogeneity and limited price space. As a giant refrigerator manufacturer in China, KELON company is confronted with many opportunities and threats in current circumstances. The paper regards KELON as research target and discuss the issue that KELON should choose what kind of channel model which is compatible to it's advantage and variety of environment and how to make distribution channel highly efficient & stable.In reference to trend of refrigerator industry development and character of distribution channel of refrigerator market, the paper has utilized a series analyzing methodology such as market research, demonstrative analysis, connecting theory with practice etc. to make a thorough analysis on the current status and existing problems of refrigerator distribution channel of KELON , on the basis of theory of distribution channel the paper suppose KELON should keep the line with trend of refrigerator industry development and choose a new distribution channel mode in which manufacturer directly supply retailers with marketing center acting as interchange, strengthening it's own competitive and...