A Study On The Construction Of Marketing Channels For Household Appliances In China

Many domestic household electric appliances enterprises have established relatively a sound system of marketing channels. However, with rapid rise of large chain channel providers, a majority of household electric appliances manufacturers are faced with being controlled by those channel providers in the field of retail ends. Moreover, at present, household electric appliances market in the urban area has become relatively saturated and that in the countryside remains be fully developed. Against such a background, it is an urgent task of household electric appliances manufacturers to establish an appropriate marketing channels system, which is the focus of this paper.This paper centers on channel ends control priority theory. In the past, household electric appliances enterprises relied on flattened marketing channels. The author holds that under new circumstances, it is more important for household electric appliances manufacturers to strengthen control on retail ends. Chapter 3, Chapter 4 and Chapter 5 are the key parts of the paper. Chapter 3 mainly analyzes the present model of marketing channels of Chinese household electric appliances manufactures and points out their advantages and disadvantages respectively, which lays theoretical foundation for the following two chapters. Chapter 4 and Chapter 5 expounds on concrete construction of household electric appliances marketing channels in the urban area and in the countryside of China respectively. By listing data, icons, matrix and examples, the two chapters elaborate on the approaches for household electric appliances manufacturers to construct a marketing channels system emphasizing control of retail ends.Having been keeping track of household electric appliances industry for about five or six years, the author is very familiar with the industry. The examples given in the paper are typical and representative. The author hopes that channel ends control priority theory can be of reference value for marketing channels system construction of household electric appliances enterprises. There may still be room for further improvement of specific elaboration and theoretical explanation, and any comments and suggestions from the readers are welcome.