Study On The Choices Of Distribution Channels By Household Electrical Appliance Manufacturers

Chinese household electrical appliance industry has become one of the most competitive industries by high-speed development since the open policy in 1980s. After long-term brand as well as price competition, all kinds of home appliance products are forming several leading brands. As brand name, technique of product, function, quality, price and service of home appliance products trend to homogenize, they are no longer the main factors which consumers consider about. Instead, consumers focus more on the prestige, convenience and perfect service of shopping centers. With the more and more fierce competition and the instruction of the consumers' needs, home electrical appliance manufacturers compete in channel instead of brand to gain the development at present. There's a popular word in the home electrical appliance industry, "Once you have the channel, you gain the market". So we can see the importance of channel construction in home electrical appliance industry. As choice is the first step of the construction which is directly related to the efficiency as well as benefit, it's the most important part of building channel advantage.From the aspect of household electrical appliance manufacturers, combining related theories and the practice in the distribution channels of household electrical appliances, this thesis researches in distribution channels on how to choose models and brokers.The thesis is divided into five parts totally. The first chapter is introduction, including the research background as well as intention. The second chapter introduces the basic theory of the channel to summarize the function, feature and the basic concept of marketing channel. The following two parts is the main parts of the paper. The third chapter summarizes the compatibility and the trend of channel mode by analyzing the present mode of distribution channel of home electrical appliance industry. In addition, it goes on research in choice of mode and feasibility of electronic commerce which is the trend of the channel. The forth chapter first analyzes the advantages and disadvantages of all kinds of brokers, then creates a new method on how to choose brokers. The fifth chapter is the summary of the thesis.