| Authoritative ? report of study channel of appliance elector-products market in china》 show:in 1998,sale by chain enterprise is 5% in sum of china;9.20% in 1999; 15.70% in 2000;24% in 2001;34% in 2004.extand of sale network and high running effection make new channel in higher and higher status.For the control of sales channel in large city, the big chain enterprise such like guomei,suiling,dazhong have taken control in appliance elector-products market of large city.In this change, manufacture is in bad status that they have to pay much fee for channel to sale the products in chain enterprise. Chain enterprise ask manufacture for lower and lower price for they own the strength based on controlling large sale network which is expended continually in all over the china, by stat. in 2004,sale of several manufacture increase 30%,but profit only increase 15%.The method gaining profit of chain enterprise is to oppress the manufacture, not from efficiency and cost, at last it will hurt the benefit of whole trade. Hisense company as a manufacture has to face the same problem.In this paper, discussing in current market environment how Hisense company improve competition and deal with the problem of chain enterprise to make equal associate with it and develop together. This paper analyse weakness and excellence of Hisense company, and the operated problem in chain enterprise in order to find the way of trying to solve the the Hisense's problem by building controlled sales channel himself and building new cooperation relation in effective provide chain with chain enterprise. |
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