Difficulties And The Chain Of TCL Group Research Inc

The chain store of the electrical home appliances has made higher and higher position in the electrical home appliances supply chain because of the controlling on marketing channel. GOME, SUNING and DAZHONG ELECTRONICS have replaced status of the traditional distributor in the first class city and become main distribution channel of the electrical home appliances marketing in metropolis in china. According to " The research report of China's urban electrical home appliances channel " offered by the china electrical home appliances market research group composed of the institute for economic of the development research center of the state council and the Beijing GUNENG market research center in, we can see that the market share of the-professional electrical home appliances chain has increased fast year by year. And the sales amount of the professional electrical home appliances chain accounted for 5% of national electric gross sales amount in 1998, accounted for 9. 20% in 1999, took 15. 70% in 2000, took 24% in 2001, 34% in 2004, and 43% in 2005,The manufacturing company is in the inferior position in the trade with retailer chaining as the electrical home appliances chain expanding the commercial network constantly. In order to sell one's own products in large-scaly retailing markets, the manufacturing company has to pay the great amount of passway expenses. The professional electrical home appliances chain Expansion nationwide, using this huge commercial network as a weight to ask the manufacturing for company a lower price. National relevant department statistics show: The income from sales of several leading color TV enterprises increase by 30% in 2004, but the profit only rises by about 15%. The way of Retail chain to squeeze profit from pushing the profit space of the manufacturing company of the upper reaches simply but not form the efficiency and lower costs may be harmful to interests of whole trade finally. TCL Group Company, one of the manufacturing companies of electrical home appliances, is going to face this question too. It is affording the great amount passway expenses of electrical home appliances chain.This text discusses the feasible direction for TCL Group Company to solve this problem. The text analyzes the inside advantage and trade environmental of TCL, proposes that TCL should lighten the reliance on retail chain and promote the position of TCL in mutual cooperation through construct forward Integration and new relation of strategic cooperation with retail chain. Therefore TCL Group Company can straighten out of the retail chain predicament. The thesis proceeds with the feasibility and, the possible way of TCL Group Company to construct forward Integration. Finally, this essay discusses that whether the possibility of TCL will establish the new relation of strategic cooperation with retail chain exists based on the analysis of the development and troubles of electrical home appliances retail chain at domestic. Then the text.combines the trade environment at present, confers on TCL Group Company constructing cooperation supply chain and new relation of strategic cooperation with retail chain and analysis of the planning and design of the mutual cooperation supplied chain construction.