Research On Our Country Electrical Appliances Enterprise Marketing Channel Strategy

Since the 1980s reform and open policy, China's domestic electric appliances profession has passed through more than 20 years high speed development, at present oneself after becomes one of Chinese market competition fullest industries. Enters the 90's later periods, the Chinese electrical appliances market after passes through the long-term brand competition and the price competition, each kind of electrical appliances product oneself after forms or is for several leading brands, in aspect homogeneity and so on brand well-knownness, product technology, performance, quality, price service is day by day obvious, when these aspect one selves no longer become the consumer shopping considered primary factor. The consumer more pays attention is the shopping place prestige as well as shopping convenience and consummation factor and so on service. Presently ,electrical appliances production enterprise in colleague steep competition and under consumer demand guidance, in order to obtain the development, the competition form gradually changes the channel competition by the brand competition, enhances own competitive ability. In electrical appliances profession popular speech: "Result sin the channel to result in the world", thus it can be seen channel construction in electrical appliances profession competition importance. But the channel choice is the first step which the channel constructs, directly relates the channel the efficiency and the benefit, thus is heavily constructs the channel superiority center to be heavy. This article unifies the electrical appliances profession characteristic, first introduced the marketing strategy elementary theory, in the system analysis market marketing environment foundation, tries hard to draw close to the terminal to sell the market, proposed the domestic electrical appliances enterprise 's marketing 4P combination strategy from the general character angle. In the correlation theoretical analysis foundation, unifies the electrical appliances to retail the channel the realistic situation, take the electrical appliances production enterprise as the angle of view, and so on several: aspects makes the research from the pattern choice and the middle business choice to the channel choice. The electrical appliances enterprise only has unceasingly carries on the market innovation, the renewal management idea, the improvement management way and the management attitude, seeks the best marketing combination, can do steadily in the intense market competition the brand, does strongly, does in a big way; Has enumerated some typical enterprise marketing activities basic characteristics and the experience, and through the marketing conformity, makes the brand, the promotion enterprise's core competitive ability, thus makes the Chinese electrical appliances profession whole the competitive advantage, raises the Chinese electrical appliances profession whole the core competitive ability, causes the China electrical industry not only to do greatly must do strongly, and can set up the Chinese electrical appliances profession in the international competition the overall image.